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Volume 24 No. 160
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     Sprint and the NFL signed a three-year marketing pact,
believed to be the largest of its kind, which takes effect
immediately.  The deal gives Sprint national exclusivity and a
broad marketing platform, new revenue streams, and the chance to
partner with a major pro sports league.  Sprint takes over the
category from GTE while beating out challenger AT&T.  While the
NFL would not confirm details, the AP puts the value of the deal
at $87M. Yesterday's WALL STREET JOURNAL reported the deal close
to $100M (THE DAILY).
     THE WORD: Sprint Chair & CEO William Esrey said they will
"fully leverage this alliance with the NFL in delivering against
all of our marketing strategies in long-distance, local and
wireless communications -- while at the same time delivering
superior telecommunications solutions to the league and its
member teams."  He noted Sprint will help fans "get closer" to
their favorite teams and the sport and for examples, cited
Sprint's interactive 800 service that will allow fans to register
for the Gatorade Punt Pass & Kick competition, and Sprint's help
to enhance the interactive aspects of Team NFL, the league's web
site.     SERVICES WITH A SMILE: The agreement will provide the
NFL with Sprint services including: global long-distance voice,
data and video; local voice, data and video; wireless services,
including Sprint's entrance into Personal Communications
Services; internet access services; telephone calling cards,
including prepaid calling cards; directory services; telecom
hardware; and interactive multimedia products such as interactive
800 service and video and audio conferencing.  In addition to
marketing rights with the Super Bowl, the Pro Bowl and the NFL
Draft, Sprint's sponsorship includes co-titlement of the NFL
Experience, as well as involvement in the Quarterback Challenge
and Run To Daylight events.  Sprint will sponsor NFL Quarterback
and Coaches Clubs, and hold exclusive rights to market
Quarterback and Coaches Club prepaid calling cards (NFL).