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SBD/5/Sponsorships Advertising Marketing
SPRINT PLANS MARKETING PUSH FOR NFL PLAYOFFS
Published November 5, 1996
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).