A new NFL telecom sponsor is expected to be named within two
weeks. While sources say Sprint still has the "inside track,"
AT&T and incumbent GTE are "back in the running," according to
BRANDWEEK. Twelve-year incumbent GTE told the NFL it was not
interested in a $29M per year deal inclusive of in-kind services,
but not media buys. Since then, the NFL dropped its price to
$24M, "bringing GTE back into the picture." The committee that
oversees NFL Properties said if a deal does not yield at least
$24M, the rights will revert to local clubs. Sources say GTE
will likely make a deal with Cowboys Owner Jerry Jones if it
doesn't "re-up" with the league. While AT&T is the "A-list
brand" with which the NFL traditionally aligns, top AT&T execs
are concerned about the PR implications of spending an
unprecedented amount for a sports sponsorship after recent
layoffs (Terry Lefton, BRANDWEEK, 4/8 issue). AD AGE reports the
list is down to AT&T and Sprint, with Sprint "having an edge."
AD AGE notes the NFL is said to be asking for a five-year, $39M
per year deal in rights fees, services and media buys with NFL TV
partners (AD AGE ONLINE, 4/8).
