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SBD/10/Sponsorships Advertising Marketing
REEBOK AND NFL PROPERTIES SIGN PRO LINE AGREEMENT
Published January 10, 1995
Reebok Int'l and NFLP have signed a multi-year deal in which Reebok has been designated a Pro Line licensee for the U.S. and all int'l markets. As a Pro Line licensee, Reebok has the right to produce and market a complete range of sideline apparel, including outerwear, hats and related apparel bearing the logos of all 30 NFL teams. The coaching staffs and players of the 49ers, Lions, Seahawks and Saints will wear Reebok sideline apparel exclusively beginning next season. In addition, Reebok will produce the home and away uniforms for the Lions. Roberto Muller, Exec VP for Global Product Marketing for Reebok: "This global alliance with the NFL Properties, which includes sponsorship of the World League of American Football in Europe, is a significant opportunity for Reebok to advance our performance technologies and enhance our visibility as an authentic, performance sports brand." Reebok will support the introduction of its NFL Pro Line collection through advertising and regional promotional programs (Reebok). Analysts say that in landing the license, Reebok "aced out such rivals as Nike," which has also been looking to gain more exposure from football (BOSTON HERALD, 1/10).