EA To Serve As Presenting Sponsor For '08 NFL Kickoff Party

Electronic Arts will serve as the presenting sponsor of the '08 NFL Kickoff party, which will be held in N.Y. starting at 4:00pm ET on September 4 and will launch the NFL season with singer Keith Urban and other talent to be determined, according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. Other sponsors of the party include Coors, Pepsi, GM and Sprint, which served as presenting sponsor of last year's Kickoff. The concert will be "televised live on NFL Network and streamed live on NFL.com." NBC, which will broadcast the season-opening Redskins-Giants game at 7:00pm ET on September 4, will include "some concert highlights within an NFL season preview show scheduled" for September 5 in primetime (SPORTSBUSINESS JOURNAL, 7/28 issue).