SBD/Issue 222/Sponsorships, Advertising & Marketing

NFL Inviting Partners To Purchase Sponsored “Vignettes”

NFL VP/Partnership Marketing & Corporate Sales Peter Murray said that the league is asking its 20 corporate partners to purchase “sponsored ‘vignettes’ that would be interspersed with game action during telecasts this season,” according to Michael McCarthy of USA TODAY. Three companies –- IBM, FedEx and EA Sports — have made agreements, and Murray said that “more are coming.” The NFL ended sponsored messages during game broadcasts after the ’97 season to avoid “over-commercializing games.” Murray said that the league will now “limit them to one 30-second, or two 15-second messages, a game.” He added that the league will charge sponsors “about the same price they’d pay to buy a national 30-second TV spot.” Murray said that the NFL “may cut in its TV partners for a slice through a ‘joint venture’ but will produce all of the content itself through NFL Films.” He said that the clips “will focus on the game and the players, not the products.” Murray: “We want vignettes that provide added perspective on the game — or some historical context” (USA TODAY, 8/15).

BUSH WHACKED: The NFL fined Saints RB Reggie Bush for wearing his new adidas cleats during Saturday’s preseason game against the Titans. Bush said of the fine, which is believed to be $10,000, “adidas took care of it” (USA TODAY, 8/15). Reebok, Nike and Under Armour are the only brands with NFL supplier deals that allow players to wear their shoes on field without covering the logo (THE DAILY).

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