SBD/22/Sponsorships Advertising Marketing

FILA TO DRESS UP NBA COMMERCIALS; ADIDAS CLOSE TO NFL DEAL?

          Fila USA "has inked a deal that would allow it to use
     NBA uniforms in TV ads for the first time," while adidas "is
     close to signing a deal that would get its shoes on NFL
     fields and apparel on NFL sidelines," according to Terry
     Lefton of BRANDWEEK.  Industry sources told Lefton that
     adidas will "ink a top level NFL Pro Line pact ... possibly
     as soon as next year."  While sources said that adidas could
     possibly land the Bucs and the Raiders, NFLP VP/Worldwide
     Licensing Jim Connelly, through a league rep, denied the
     report.  In regards to Fila, Lefton reports that sources
     said the company "will not initially receive apparel rights,
     but the rights to use NBA uniforms in ads with its marquee
     endorsers."  Lefton: "Thus, the first TV work from agency
     The Arnell Group, N.Y., for the Grant Hill IV shoes, will
     include" Hill in his Pistons uniform.  Lefton: "Fila is also
     expected to get WNBA rights, which it will leverage into its
     new deal with Nikki McCray" (BRANDWEEK, 9/22 issue). 

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