Russell Athletic On As Title Sponsor Of ESPN/ABC AFL Games

Russell Athletic To Title Sponsor All AFL Telecasts On ESPN

Russell Athletic has signed a five-year deal as title sponsor of AFL regular and post-season telecasts on ESPN nets and ABC. The telecasts will be called Russell Athletic ESPN Arena Football. As part of the deal, Russell will entitle a one-hour AFL season preview tonight on ESPN2 (ESPN). In this week’s SPORTSBUSINESS JOURNAL, Terry Lefton reports Russell’s ad buy with ESPN is in the seven figures. Creative via Russell’s new agency, The Richards Group, Dallas, is expected to debut during Sunday’s season-opening broadcast on ABC. The first Monday night game this season on ESPN2 is March 12. Russell also has extended its on-field apparel rights deal with the league from three to five years (SPORTSBUSINESS JOURNAL, 2/26 issue).