With Chicago set to host the NFL Draft tonight for the second consecutive year, the league’s business partners "are finalizing their activation playbooks," according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. NFL VP/Sponsorships & Partnership Management Tracie Rodburg said that 36 brands from the league’s sponsor roster "are activating this year, two more" than last year. Many returning sponsors, like A-B, Pepsi and Marriott "have larger footprints since Draft Town has grown from the equivalent of 15 to 20 football fields." Dannon’s Oikos Triple Zero brand of Greek yogurt "is presenting sponsor of Draft Town and will offer sampling." A Ferris wheel also will "carry Oikos branding." Hyundai, activating at the Draft for the first time, will "have vehicle displays and be presenting sponsor of Selection Square in Draft Town (Selection Square, Driven by Hyundai), and its activation zone will feature NFL combine challenges." Players arriving at the Draft "will be dropped off on the red carpet in a Hyundai Genesis sedan." Procter & Gamble "will leverage many of its healthy and beauty aid brands" with a VIP Style Lounge at the Palmer Hotel, where players and their families will be staying. P&G’s Tide brand is "signing draft prospects for a social media campaign" (SPORTSBUSINESS JOURNAL, 4/25 issue). In Chicago, Robert Channick noted Skittles, which became an official NFL sponsor in '14, is "amping up" its Draft presence this year, "unveiling the Skittles Locker Room -- a colorful, candy-themed take on the sweatier NFL variety." The elaborate 30-by-30-foot space "includes a Skittles-filled hot tub." Longtime NFL sponsor Gatorade also "will be back," and is "providing sports drinks to athletes participating in youth clinics throughout the event." Another returning local sponsor is Rosemont-based dairy marketing association DMI, which invests $50M annually in the "Fuel Up to Play 60" program (CHICAGO TRIBUNE, 4/26).
