SBD/6/Sponsorships Advertising Marketing


     "Topping the shopping list" for NFL Properties this
offseason are new agreements in the credit card and computer
categories, according to Terry Lefton in this week's BRANDWEEK.
The two categories are currently held by American Express and
Zenith Data Systems.  AmEx "had done little to leverage its
sponsorship until this past season," when it tied in with Foot
Locker and Logo 7 in an NFL 75th anniversary promo.  While
sources in Miami for last week's Super Bowl said that AmEx is
likely to re-up, there is also talk that NFLP is talking to Visa
and CitiBank.  As for the computer categories, NFLP has not
determined how to split hardware and software.  But IBM, Compaq
and Microsoft "are the obvious targets, each already a top buyer
of NFL air time."  The NFLP is "wary" about a long-term deal, in
case technology renders "the installed base of hardware and
software obsolete" (BRANDWEEK, 2/6 issue).
     OTHER NFLP NOTES:  After this year's "successful throwbacks
promotion," NFL owners are "sold on the value of alternate
uniforms."  The league is working on a plan to "evolve" many
clubs' regular jerseys and add special events jerseys, such as
the Cowboys.  NFLP Senior Dir of Apparel Licensing Jeff Sofka:
"Our problem is no longer convincing the clubs.  It's determing
which is first in line for a new jersey."....With Reebok on board
as top-line NFL Pro Line licensee, "the talk among marketers in
Miami was how long it would be before the league brought in
Nike."  But one NFL exec countered: "We don't want to get into a
situation where Nike's the lead dog.  The NFL doesn't need Nike;
Nike needs the NFL.  We're not the NHL after all."....Hershey
will add a national promotional element to its sponsorship in
'95.  Last season, Hershey ran programs in select markets, tying
in local teams and retailers (Terry Lefton, BRANDWEEK, 2/6).
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