Sponsors of NFL teams hosting Divisional Playoff games this weekend are finalizing activation plans. In Atlanta, where the Falcons host the Seahawks on Saturday, the team has four presenting sponsors for the playoffs: American Family Insurance, SunTrust Bank, Georgia Power and Ford. Those sponsors get tagged on a playoff-centric outdoor ad campaign (see billboard design below), along with other team-controlled media, and they will also get their brands on rally towels. Ford is a longtime team sponsor, but this will be one of the automaker’s last gameday associations with the team before Mercedes’ 25-year exclusive partnership with the Falcons begins after this season. Dunkin' Donuts is the presenting sponsor in Foxboro for the Texans-Patriots game Saturday night. Patriots VP/Corporate Sponsorship Sales Murray Kohl said that Dunkin' will amp up its season-long "Patriots Win You Win" promotion for the postseason and is branding some additional content on the Patriots’ website. Dunkin' also will be sampling at the game. The gate premium will be red, white and silver pom-poms, but because of time constraints, they will not have sponsor logos.
SUNDAY'S FINEST: The Chiefs are hosting the Steelers on Sunday afternoon, and Chiefs VP/Business Development Tyler Epp said Dick’s Sporting Goods recently came in as the presenting sponsor for the playoffs. The retailer has staged in-store player appearances, but much of its playoff package consists of digital and social media on team-controlled media. Grocer Hy-Vee will be keeping fans warm with heaters and live music outside its branded gate at Arrowhead Stadium. The grocer has also had good recent success selling Chiefs merchandise. The Packers-Cowboys game at AT&T Stadium will see Bank of America serve as presenting sponsor and underwrite rally towels.
