Memphis-based FedEx formally announced its three-year
deal to become the Official Worldwide Delivery Service
Sponsor of the NFL, effective this season (see THE DAILY,
7/17). FedEx replaces UPS as the league's delivery service
sponsor. The deal includes domestic and worldwide marketing
rights, as well as sponsorship of all of the league's 32
teams, the Super Bowl and the Pro Bowl (THE DAILY). In
Memphis, Richard Thompson writes that with the deal, the NFL
"expects" FedEx to develop NFL-themed ads, participate in
fan outreach programs and work with the NFL QB Club (Memphis
COMMERCIAL APPEAL, 8/24). In DC, Eric Fisher notes FedEx's
naming rights deal at Redskins Stadium and writes that the
NFL sponsorship "will make the already-prominent" company
"even more intertwined" with the team. FedEx Dir of Sports
Event Marketing Nancy Altenberg: "While making the deal for
FedEx Field was completely separate and made with no
expectation of this deal, not having the access to [league
and team] marks did have us limited in what we would do.
Those marks are very, very recognizable. They will allow us
[to] enhance our marketing in each of the NFL local markets,
and particularly in Washington." Fisher adds that "in
conjunction with" the league deal, FedEx is "negotiating
with the Redskins to increase its already-large presence" at
FedEx Field, "both in signage and corporate seating."
Additionally, the Redskins' "American Indian head logo will
in particular be used" by the company to promote its home
delivery services (WASHINGTON TIMES, 8/24).
