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SBD/19/Sponsorships Advertising Marketing
NFL RE-SIGNS TRUE VALUE FOR A 3-YEAR DEAL
Published January 19, 1995
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).