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SBD/March 4, 2011/Marketing and Sponsorship
NFL Labor Watch: Potential Lockout Threatens Billions Of Dollars In Advertising
Published March 4, 2011
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HITTING THEM WHERE IT HURTS: The WALL STREET JOURNAL's Matthew Futterman notes the NFL "makes money from three main sources -- tickets sales, broadcast fees and corporate sponsors." A lockout, if it occurred, "would likely have a drastic effect on ticket revenue and money from sponsorships, as the league is forced to cancel games and companies take their sports-marketing dollars elsewhere." For sponsors and broadcast companies, "losing the NFL would mean losing the most reliable, albeit expensive, tool for reaching TV's largest audience" (WALL STREET JOURNAL, 3/4). Baker Street Advertising Exec VP & Exec Creative Dir Bob Dorfman said that if a lockout does happen, the networks will have "big chunks of time to fill with programming that ... 'will be nowhere near as valuable as football games'" (CNNMONEY.com, 3/3).