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SBD/January 14, 2011/Marketing and Sponsorship
Teams Prepare Sponsor Activation For Divisional Playoff Games
Published January 14, 2011
STEEL RESOLVE: In Pittsburgh, where rally towels originated, the Steelers have not given away a Terrible Towel yet this season, and this weekend is no exception. Playoffs are enough of a routine with the team that has won more Super Bowls than any other that even game-specific Terrible Towels will not be made unless and until the Steelers reach the AFC Championship Game. The Steelers Saturday host the Ravens in a postseason game for the third time in the past nine years. Friday night, the Steelers are also hosting a Playoff Bash with singer Bret Michaels as the featured talent at Stage AE, which is adjacent to Heinz Field. Country singer Trace Atkins will sing the National Anthem at Heinz Field, and there will be a military tribute and an Air Force flyover prior to kickoff, said Steelers Marketing Coordinator Rick Giugliano. "Call it business as usual in Pittsburgh," he said.
BEARING DOWN: The Bears have four playoff sponsors for their Sunday game versus the Seahawks: the Chicago Tribune, grocer Jewel-Osco, Comcast and U.S. Cellular. All are sponsoring a 4th Phase promotion which offers game tickets, pregame sideline passes, and an opportunity to participate in the pregame coin toss as prizes. Fans can enter on- and off-line, and those using a special code can double their chances of winning. Those codes can be found on Jewel-Oscos' Facebook page, Comcast’s VOD page, and U.S. Cellular’s website. "It’s another way to quantify things, so we like that," said Bears Senior Dir of Sales & Marketing Chris Hibbs. All four sponsors will also have their brands on an orange rally towel to be given to all fans at the game.
TO THE MAX: Pepsi Max has been one of the biggest marketers activating across the NFL playoffs. On Sunday, Pepsi Max will sponsor a rally towel giveaway at the Jets-Patriots game at Gillette Stadium that ends this weekend’s playoff card.