Hyundai and AT&T are in as the "last of 10 top-level 'homecoming' sponsors" that the Rams have secured for their first season back in L.A., according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. Hyundai’s non-exclusive deal "fits with its NFL league deal, the car brand’s five other NFL team sponsorships and its U.S. headquarters being 30 miles from L.A." Other brands inking "homecoming deals" were American Airlines, Albertsons, Anheuser-Busch, Banc of California, Cedars-Sinai Medical Center, Cornerstone On Demand, Corona and Vivid Seats. All of the deals are for three years, "supposedly the time it will take Rams owner Stan Kroenke to build a new stadium." But the league "isn’t letting the team sell bridge deals to the new stadium." At least, not until it has determined whether the Chargers or Raiders "will be co-tenants." Rams VP/Sales Mike O'Keefe said, "We made the decision to go for fewer, larger deals our first year back, and we feel like we've gotten deals commensurate with our value." League sources said that the deals "ranged from the mid-six figures to low seven figures" (SPORTSBUSINESS JOURNAL, 9/12 issue).
HOLLYWOOD BOULEVARD: In L.A., Sam Farmer noted the league "sees the return of the Rams as further strengthening the ties between the NFL and the entertainment industry." Giants Chair & Exec VP Steve Tisch said, "Not only will the entertainment industry benefit from having the Rams in Los Angeles, but so will the NFL." The Rams have an "illustrious history with Hollywood, lots of famous fans, and even some players who crossed over and tried their hand at acting, including Fred Dryer, Merlin Olsen, and Rosey Grier." In the '78 comedy "Heaven Can Wait," actor Warren Beatty played a Rams QB who led the team to a "mythical Super Bowl victory" (L.A. TIMES, 9/11).
MAKING IT KNOWN: In L.A., Lindsey Thiry noted Pepperdine Univ. Associate Vice Chancellor Sam Lagana "will ring in the NFL's return" to L.A. as the Rams PA announcer this Sunday. Lagana's sound "is discernible." The Rams hope his enthusiasm "will be contagious." Rams COO & Exec VP/Football Operations Kevin Demoff said, "There are notions that you might just want your PA announcer just to tell you down and distance. We didn't subscribe to that. We thought we wanted to give Sam a chance to bring his personality to the game and try to make football infectious for the NFL" (L.A. TIMES, 9/11).
