IN-based RCA/Thomson Consumer Electronics has signed a
multi-year deal in becoming the NFL's newest sponsor. The
deal grants the RCA brand the rights to use the NFL's logos
and trademarks in advertising, marketing and promotional
efforts. These trademarks include the NFL shield, the Super
Bowl and other postseason logos and the logos of all 31 NFL
teams, which includes the Browns (NFL). In Indianapolis,
Chris O'Malley writes that six out of ten Thomson large
screen TVs are sold between September and January, and
during that time, "about 113 million viewers tune in to NFL
football." Thomson VP/Marketing James Gatman said the pact
provides "a strong seasonal complement to our marketing of
large-screen TVs during the prime selling months." Terms of
the deal were not disclosed (STAR-NEWS, 8/27).
MORE SPONSORSHIP TALK: The NFL's deal with RCA and its
recent marketing efforts were examined on CNBC's "Business
Tonight," as Susan Lisovicz reported, "Sports marketers say
the NFL should take in $90 million in sponsorships this
season alone." More Lisovicz: "The NFL has already
quarterbacked promotional deals with Sprint, General Mills,
Coca Cola, Foot Locker, Mercedes Benz, Visa, and Wrangler
jeans, but the NFL keeps pushing for new ground. In a bid
to draw younger fans, it struck a deal with Hasbro to create
action figures, board games and computer games. And it
wants the couch potatoes, too. Now the NFL is suiting up
with television maker RCA in a multimillion dollar, cross-
promotional deal" ("Business Tonight," CNBC, 8/26).
