SBD/January 3, 2014/Marketing and Sponsorship

Sponsors Announce Activation Plans Around This Weekend's NFL Wild Card Games

NFL team sponsors are readying activation plans around this weekend’s spate of Wild Card NFL Playoff games. In Philadelphia, where the Eagles on Saturday night are hosting the Saints in their first home playoff game since '11, team sponsors including Acme, AAA and Dunkin Donuts are including playoff thematics in advertising. Additionally, Dunkin Donuts is extending its successful promotion which offers a free medium coffee after an Eagles victory to fans downloading the Dunkin mobile app, said Eagles Senior VP/Business Ari Roitman. NRG is the lead sponsor for Saturday night's game and will have its logo on rally towels. It also is the presenting sponsor for a playoff TV special on WPVI-ABC Friday night at 7:30pm ET. In Indianapolis, where the Colts are hosting the Chiefs Saturday afternoon, WTHR-NBC is the presenting sponsor for the game. Farm Bureau Insurance has its name on 65,000 pom poms, which will be given to all fans in attendance. American Family Insurance titles a 76,000-square-foot “Touchdown Town” in the Convention Center adjacent to Lucas Oil Stadium, which will also include cheerleader appearances an Xbox One “Tailgaming” Station; a PLAY 60 Zone; and a Bud Light Tailgate Bar. Colts VP/Sponsorship Sales Matt Godbout also highlighted some retail activation. After Meijer helped the Colts achieve a sellout for the game, “Light the Town Blue” posters will be given away at local stores, as well as blue light bulbs. The posters are also being distributed at Indiana Huntington Bank branches and Central Indiana Toyota dealers. In Green Bay, where the National Weather Service is predicting a high temperature of 5 degrees for Sunday's game against the 49ers, there are three lead sponsors: Kohl’s, Oneida Nation, and Bellin Health. All will have their brands on rally towels. Packers Corporate Sales Manager Bill Hawker said that in light of the weather, the team is also distributing 70,000 hand warmers to all fans, which will be packaged with coupons from Mills Fleet Farm stores. Bengals officials did not respond to e-mails and phone calls regarding activation of their game against the Chargers.
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