SBJ/October 22 - 28, 2001/Marketingsponsorship

Chicago Bears sign Cadillac to deal in high seven figures

The Chicago Bears have signed a multiyear sponsorship deal with Cadillac.

Through the deal, which kicks off this season, the General Motors division becomes the official vehicle of the team. Cadillac, a new Bears sponsor, also becomes the first sponsor of the renovated Soldier Field, which is scheduled to open in 2003.

Financial terms of the agreement were not disclosed, but industry sources estimated it to be a high seven-figure deal.

The agreement includes commercial time on the team's local radio and television programming. Cadillac also will get corporate signs inside Soldier Field, as well as its corporate logo on banners at the club's press conferences this season.

Also included in the deal is a heavy dose of cross-promotion. Bears linebacker Brian Urlacher will team with Cadillac on some of its local advertising and community initiatives. Urlacher bobblehead dolls will be given away at dealerships. Cadillac will also partner with the Bears on a coming community relations program.

In addition, the GM division will sponsor a "Drive the Distance" skills competition at halftime of three Bears home games this season. A fan will be randomly chosen to compete for the chance to win a Cadillac Escalade.

At the team's regular-season finale Jan. 6, Cadillac will be the presenting sponsor of a halftime show commemorating past Bears seasons in Soldier Field.

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