SBD/July 26, 2012/Marketing and Sponsorship

Computer Company Lenovo Announces Three-Year Partnership With NFL

Lenovo yesterday announced a three-year partnership with the NFL, making the company the league's official laptop, desktop and workstation sponsor. The deal will allow Lenovo use of NFL-owned trademarks in marketing and advertising activities. Plans include advertising and promotions in retail outlets, customer events, and case studies showing how the NFL is using Lenovo equipment to meet its technological needs, increase productivity and deliver on its business goals. The first sponsorship activities are set to launch at the '12 NFL Kickoff event in early September (Lenovo). Lenovo Group Senior VP & President of North American Business David Schmoock said that this is the company's "largest U.S. sponsorship deal ever." He said that the NFL deal will "especially help the company with a key demographic: 18- to 35-year-olds." In Raleigh, David Ranii notes Schmoock "pledged that Lenovo will make a 'big investment' in advertising and marketing in and around NFL games and events, but he didn't disclose a dollar figure." Schmoock said that the NFL has been a Lenovo customer since '07, and the sponsorship "grew out of that relationship" (Raleigh NEWS & OBSERVER, 7/26). Lenovo Exec Dir of North American Marketing David Rabin said that the NFL "was an important investment, both to reach target consumers and small to medium-sized businesses, as well as its retailers." Rabin: "When you make a long-term investment in a property the size of the NFL, you are sending a powerful message. We're one of the biggest brands in the tech world that a lot of people still haven't heard of, so we're picking a brand as powerful as the NFL to partner with" (SPORTSBUSINESS JOURNAL, 7/23 issue).
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