The NFL's Int'l Division is negotiating with Coca-Cola
and Visa USA, each competing to become the single title
sponsor of the rebranded NFL Europe, formerly the World
League, according to Jeff Jensen of AD AGE. NFL Int'l wants
the title sponsor to support the league in each country with
marketing programs in a deal "estimated" at $5M. NFL Int'l
is also looking for an agency to help with the repositioning
of NFL Europe in the six countries where it has teams. The
agency "likely" will be based in Germany (AD AGE, 1/26).
CAFE DE ALL-STARS: Jensen adds that the All-Star Cafe
"is adopting an event-marketing strategy" that links the
chain to major sporting events. As the Cafe "braces for new
competitors," including ESPN Zone, it will develop themes
"around the region or celebrities involved." The Official
All-Star Cafe Sports & Music Festival will "piggyback" on
the NFL Pro Bowl in Hawaii and on the NBA's All-Star Game in
N.Y. The NBA All-Star event will be built around All-Star
Cafe partner Shaquille O'Neal. All-Star Cafe CEO Robert
Earl said the themed restaurants "can co-exist as long as
they are positioned differently" (AD AGE, 1/26 issue).
