SBD/18/Sponsorships Advertising Marketing

A LOOK AT THE "NFL EXPERIENCE"

     In this week's AD AGE, Jeff Jensen profiles "NFL
Experience," one of the league's promotional tools.  Jensen notes
that it is "ideally tailored for product sampling, brand exposure
and promotional sales pitches."  For the Super Bowl, the park
will spread 750,000 square feet of the parking lot at Joe Robbie
Stadium.  The attraction will operate from January 26-29.  The
park has 75 NFL players and more than 50 corporate-sponsored
exhibits, attractions and interactive games.  Title sponsors
Coca-Cola and American Express are paying close to a $1M each for
vast, "highly integrated involvements."  Classic Games, Foot
Locker, Miller Lite and Frito Lay's Wavy Lays are associate
sponsors.  Jensen notes that Coca-Cola will use the "NFL
Experience" as a "key weapon" in its Super Bowl themed
advertising "assault" (AD AGE, 1/16 issue).  Coca-Cola is
sponsoring "Coca-Cola Big TV."  Aired during the 25 hours of
Coca-Cola's Super Bowl Weekend on TNT, the company will sponsor
hourly updates from South FL.  The live and taped remotes will
feature different Super Bowl related-events and behind-the-scenes
footage of Miami sights (Coca-Cola).
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