SBD/19/Sponsorships Advertising Marketing

NFL RE-SIGNS TRUE VALUE FOR A 3-YEAR DEAL

     Cotter & Co., parent of True Value hardware, has a new 3-
year promotional deal with the NFL.  The deal, which George
Lazarus in the CHICAGO TRIBUNE estimates to be about $25M, allows
True Value to become the official hardware store sponsor of the
NFL.  As part of the package, True Value will have access to team
logos for products and premiums.  True Value confirms that it
still is negotiating with MLB for a promotion.  Meanwhile, True
Value dropped its sponsorship of bowling (CHICAGO TRIBUNE, 1/19).
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MLB, NFL

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