SBD/12/Sponsorships Advertising Marketing


     "Looking to pump life into what's perennially the most
desultory of all-star events," the NFL is adding a skills
competition to its Pro Bowl weekend, with Miller Brewing and
Reebok on board as sponsors.  The Miller Lite Pro Bowl Battle of
the Gridiron "will pit AFC stars against NFC players competing
for cash prizes, in a contest" held the Friday before the Pro
Bowl game.  ABC, in Year One of a 4-year NFL contract that
includes the Pro Bowl, will televise the event on February 4.
Reebok will be the presenting sponsor of the new event.  With the
addition of a skills event, the NFL joins the NHL, MLB and NBA,
"all of which have successfully extended their all-star games for
sponsor add-on programs" (Terry Lefton, BRANDWEEK, 12/12 issue).
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