DIAL TAKES LEADING ROLE ON NFL'S SOAP OPERA
In its cover story this week, BRANDWEEK reports that Dial
Corp. is "on the eve of capping off an extensive sponsorship
contract with NFL Properties that sets in place NFL-themed
promotions around Super Bowl XXIX this January, and kicks off
next season with a series of local team tie-ins." Dial's NFL
pact "usurps rival soap and detergent marketer Lever Brothers,"
NFLP's previous partner for Super Bowl and Tailgate promotions.
The '96 Super Bowl will be in Phoenix, home of Dial's
headquarters. The deal also "maps out preliminaries for a series
of tailored regional promotional efforts in each of the 30 NFL
team markets, fitting neatly with Dial's aggressive retial
partner-oriented regional initiative." Since Lever's contract
with NFLP does not expire until Dec. 1, Dial would not comment on
the deal. Still, Super Bowl XXX's Phoenix venue "opens the door
to a massive trade promo and hospitality initiative for
retailers" (Pam Weisz, BRANDWEEK, 11/28 issue).