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SBD/27/Sponsorships Advertising Marketing
SPRINT STRESS FAMILIAR REFRAIN OF "NO BILLS" IN NFL CAMPAIGN
Published August 27, 1996
Sprint will begin its NFL sponsorship September 2 with new ads promoting its Spree calling cards, according to Kim Cleland of ADVERTISING AGE. A TV, radio and print campaign from Bernstein-Rein, Kansas City, MO, stars Bills QB Jim Kelly and Coach Marv Levy praising the "no bills" benefits of the cards. Sprint is expected to spend $60M this year to promote their NFL deal and will launch a new NFL ad campaign featuring spokesperson Candice Bergen. J. Walter Thompson, San Francisco handles. Sprint Dir of Sports Marketing Mike Goff said their NFL plans will build toward a "crescendo" at playoff and Super Bowl time, "when the bulk of our media will air." Sprint has "basically finalized" marketing deals with every NFL team, except the Cowboys (AD AGE, 8/26). BLITZ-KRIEG: Starting Monday, Sprint begins their "Sense Dime Blitz," a 17-week regular season promo giving fans the chance to purchase game tickets and airfare to see NFL games. The first winners will be announced Monday in Dallas, where they will pay a dime-a-minute for a 260-minute round trip flight to and from Chicago -- or $26 times two for winner and a friend, for Monday's Cowboys-Bears game. Similar events will be held in Miami, Boston, San Francisco, Seattle, Chicago, Atlanta and Houston (Sprint).