SBD/24/Sports Media


          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).

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