SBD/5/Sponsorships Advertising Marketing


     Sprint and the NFL will team to make the playoffs a "branded
event" for the first time, with Sprint "readying" an "NFL
Playoffs Challenge," giving fans the chance to pick the winners
for prizes, according to Terry Lefton of BRANDWEEK.  For the
league's $24M-a-year telecom sponsor, the post-season program
offers "weeks of clutter-free activity, especially relative to
the Super Bowl."  Sprint will support the program through a four-
page insert in the December 23 Sports Illustrated and other print
timed to the end of the NFL's regular season.  Sprint will also
purchase in-stadium signage and video screen time through local
team deals it has with every club but the Cowboys.  Fans can
participate through the NFL and Sprint web sites.  Sprint will
also become presenting sponsor of a new NFL films show, "The
NFL's Second Season," shown in syndication January 3-19.  Sprint
may also establish "on-site presence" outside playoff games for
"product sampling and technology demonstrations" (BRANDWEEK, 11/4
issue).  Jeff Jensen notes the Clarion Performance Properties,
Greenwich, CT, promo is "similar" to a promo Sprint has during
the NCAA college basketball tournament.  Jensen also notes NFL
Properties has created an "annual playoff branding concept" for
ABC, CBS and Fox.  Under the banner of "The NFL Playoffs:
Destination New Orleans," a graphic promoting the drive to reach
Super Bowl XXXI in New Orleans will be sent to sports media for
use in playoff coverage.  NFLP also created "sister logos" for
each stage of the playoffs (AD AGE, 11/4 issue).
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