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SBD/March 21, 2013/Marketing and Sponsorship
Samsung Close To Returning To NFL As League Sponsor In Deal Worth More Than $60M
Published March 21, 2013
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ABLE TO MARKET HDTV'S WITH NFL MARKS: The deal would also give Samsung the ability to market HDTVs using NFL marks -- rights it previously held from '05-10. An NFL sidelines deal for the company would give it a platform on which to attack Apple’s leading market share in smartphones, much in the way Samsung used NFL rights to close gaps in market share and brand perception among HDTV brands. Whether the new deal would permit Samsung tablets or its smartphones, which are essentially small tablets, was unclear. Through last season, the NFL forbid cell phones and tablets on its sidelines. Also uncertain was whether Samsung TVs would get branding during officials replays. Noting that product integration within the game is now an imperative for every large sports sponsorship, former AT&T Exec Dir of Sponsorships Tim McGhee said the deal will be a game changer on and off the field. “This will be the first time I can recall where a sponsor’s product can actually impact the way the game is played, or at least coached," said McGhee, who now heads the consultancy MSP Sports. “Much like when Sprint originally signed with NASCAR, it is going to increase the value of this category dramatically for every other league.”
LOOKING AT NFL FOR A WHILE: Samsung’s other large sports properties include a TOP IOC sponsorship and a FIFA World Cup deal. Samsung has been looking at a big NFL deal for some time. Aside from buying a spot in the last Super Bowl, Samsung was in talks over the past several years for naming rights at the home field of the Giants/Jets, the Cowboys, and more recently, the yet-to-completed new home field of the 49ers.