WITH OR WITHOUT SPRINT, NFL SEES GOLD IN COACHES' HEADSETS

          While it is "still possible" that Sprint will renew its
     NFL deal worth $24M a year, which includes the rights to NFL
     coaches' headsets, the NFL "thinks it can get" $13M or more
     from selling those rights to a "non-telecom or tech-related
     sponsor," according to Terry Lefton of BRANDWEEK.  If Sprint
     reaches a new deal with the league that does not include
     headsets, "the question is whether the NFL would go so far
     as to turn the coaches' heads into a billboard for the
     highest bidder."  The exposure value from the headsets is
     estimated at "anywhere from" $10-50M (BRANDWEEK, 11/16).