SBD/January 11, 2018/Marketing and Sponsorship

Gonna Fly Now: Santander Among Eagles Sponsors Ramping Up Playoff Activation

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Hosts for this weekend’s NFL divisional playoff games are finalizing activation plans for their sponsors. The Eagles will host their first playoff game at Lincoln Financial Field since '13 on Saturday afternoon, and Santander is serving as the presenting sponsor of the game against the Falcons. The team's retail banking sponsor will have its brand on rally towels, along with increased exposure within the stadium and in ancillary playoff media from the team. Within the stadium, fans using Santander-branded kiosks can upload photos from social media and print out a faux ticket as a souvenir, along with a branded ticket lanyard, according to Eagles VP/Corporate Partnerships Brian Napoli. Should the Eagles advance, Santander would be presenting sponsor for the NFC Championship game. A travelling “Playoff PopUp” campaign with the Eagles' team mascot and cheerleaders has been making appearances at sponsor Acme Markets and some high-traffic commuter locations this week. The Eagles outside Lincoln Financial Field have expanded their pregame footprint across Pattison Ave. adjacent to Citizens Bank Park for the first time. That will allow a fan fest for team sponsors, including Bud Light, Coca-Cola and Dunkin Donuts. “My sincere hope is that when the Phillies are back in the postseason, they’re asking to use our space,’’ said Eagles Senior VP/Business Ari Roitman.

PATRIOTS: The Patriots host the Titans Saturday night, and JetBlue will be the gameday sponsor. One fan will be selected to play a trivia game, with the potential to win roundtrip flight vouchers for their entire row. Two additional fans in the “JetBlue Landings” will receive halftime field visit passes and will then be surprised on the field with JetBlue flight vouchers. Patriots VP/Sales Murray Kohl said other heavy gameday activators will be Bud Light and CarMax. The team will have a gate premium, but Kohl said that will not be revealed until Saturday. A six-state New England tour by the Patriots' mascot and cheerleaders, along with ticket giveaways, helped amp up local excitement.

STEELERS: The Steelers host the Jaguars in Sunday's early window, and Steelers VP/Sales & Marketing Ryan Huzjak said FedEx and Hyundai will share presenting sponsorship rights for the team throughout the playoffs. A Saturday night fan rally at Stage AE, across the river from Heinz Field, will feature a concert and ticket giveaways. A Fathead with six Steelers players, along with Hyundai and FedEx branding, will be given out at the rally and at the game on Sunday.

VIKINGS: The Vikings begin their attempt to become the first team to play in and host a Super Bowl in Sunday's late window, and the team’s “Bring It Home’’ playoff tagline seems especially appropriate. Caribou Coffee is among team sponsors running playoff specials, said Vikings Exec VP & CMO Steve LaCroix. Grocer HyVee is the exclusive presenting sponsor for the team's playoff run. Separate white and purple “Bring It Home” rally towels will be given to those attending the game against the Saints and will be sold at HyVee locations.

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