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SBD/24/Sponsorships Advertising Marketing
BIG BLUE CONNECTS WITH NFL FOR SUPER BOWL SPONSORSHIP
Published November 24, 1997
IBM has returned as sole sponsor of the NFL's Superbowl.com site on the World Wide Web in a $1M rights deal "believed to be the largest in the short history" of the Web, according to Terry Lefton of BRANDWEEK. The deal, which was "sold through" NBC "requires considerably more support" from IBM than in past years. Sources said that agency Ogilvy & Mather, NY, will produce ads leveraging the site "as a platform to push its Web commerce business." IBM will produce the site, which was handled by Starwave last year. NBC will back with on-air promos. Last year's Super Bowl site generated more than 8 million hits, making it one of the Web's most visited sites. Lefton adds that NFLP "has been pursuing IBM for years as a corporate sponsor and its execs consider getting the computer giant aboard and active, even at a smaller level, a potential stepping stone to a broader and more official relationship" (BRANDWEEK, 11/24).