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NFL EUROPE GEARS UP FOR SEASON WITH NEW TV DEALS, SPONSORS
Published March 24, 1998
In its ongoing effort to "expand globally," the NFL has inked "several" new TV-rights deals overseas, signed new sponsors for its NFL Europe League (NFLE), and set "new" int'l TV programming plans for the '98-99 season, according to Langdon Brockinton of MEDIAWEEK. German net SAT.1 has become an NFL TV partner, and will televise a season preview show, the '99 Super Bowl, and a weekly NFLE highlights show. In the U.S., NFLE gets weekly coverage on FSN and DirecTV, with the Fox network carrying NFLE's June 14 title game. Puma, Nabisco and Monsanto have reportedly bought ad time on FSN's NFLE coverage, and "some" official NFL sponsors will "likely get inventory" on FSN "as part of their packages." NFLE also has new TV deals with Spain's TV3, Holland's Veronica and FSWo. NFLE has signed a two-year sponsorship with German footwear company Deichmann, and Kellogg and Ericsson have signed teams sponsorships with the London Monarchs and Rhein Fire, respectively. In other news, NFL Int'l (NFLI) will intro new NFL Films-produced programs for overseas airing next season, including "Rules of the Game," a series of 30-second "vignettes explaining the basics of pro football." NFLI will also make "several" prime-time specials available internationally (MEDIAWEEK, 3/23).