The XFL has "received an initial vote of confidence
from seven blue chip brands," according to Terry Lefton of
BRANDWEEK, who cites XFL execs as saying that A-B, AT&T,
Burger King, Honda, M&M/Mars and Quaker State/Pennzoil have
signed on as charter sponsors of the league, "accounting for
half its TV inventory being sold." XFL execs also said that
the league is "close to deals" in the armed forces,
automotive, carbonated beverage and insurance categories.
Lefton writes that the one-to-three year sponsorship deals
are "largely media-based and therefore non-exclusive, but
some form of intellectual property rights are expected to be
granted once sponsors like Burger King, which signed the
largest deal, finalize promotional plans." While league
officials would not disclose financial terms of the deals,
the "rate card for a minimum XFL package is $145,000 for one
spot each on" NBC, UPN and TNN broadcasts, and a "minimum
sponsorship without value-adds like logo rights, in-game
enhancements and program add-ons would run" $1.7M.
Meanwhile, on-field two-to-five year sponsorship deals
"include a pending deal with Nike as exclusive footwear
provider." The XFL has about 20 licensing partners,
including Spalding, Champion and Bike (BRANDWEEK, 8/21).
