Frito-Lay has "returned to the NFL as an official
sponsor following a three-year absence," according to Andy
Bernstein of the SPORTSBUSINESS JOURNAL, who reports that
the company will fill the salted-snacks category that was
"vacant for a year before" Procter & Gamble's Pringles brand
held it last season. Frito-Lay's new deal, which does not
include individual team rights, runs through Super Bowl
XXXV. The company becomes "one of several major packaged-
goods companies to leverage ties" to this month's Super Bowl
via a "Super Bowl-themed" POS display, "offering consumers a
choice of four NFL posters" with purchases. Bernstein
writes that "perhaps indicating a void of young NFL stars
with the power to move product," the posters feature Jerry
Rice, Brett Favre, John Elway and "generic Super Bowl
graphics" (SPORTSBUSINESS JOURNAL, 1/17 issue).
CANTON IS WHERE THEY WANT TO BE: The "newest group of
31 extraordinary fans" will be honored today at the "Visa
Hall of Fans" exhibit at the Pro Football Hall of Fame in
Canton. Each fan receives a trip to Canton for a ceremony
with former Cowboys QB Roger Staubach (REUTERS, 1/17).