Bills QB Doug Flutie signed "his first local
endorsement deal" in becoming a spokesperson for Rochester,
NY-based Wegmans Food Markets, according to Sharon Linstedt
of the BUFFALO NEWS. Flutie said the deal with the
supermarket chain was a "perfect fit" for him: "They're not
just a supermarket, they're a family-owned, family-oriented
company, a really first-class business that has the kind of
image I'd like to be associated with." Flutie filmed three
"holiday-themed" TV ads on Tuesday that will begin airing in
the next week. Deal terms were not released, but Wegmans
President Danny Wegman said it is the "first time" the chain
has used someone outside its family as a spokesperson. A
radio spot touts the debut of "Flutie's Favorite" sub
sandwich. Proceeds from the sales of the sandwich will go
to The Doug Flutie Jr. Foundation for Autism, as will a
portion of the revenues from the MCI 10-10-220 long-distance
program that Flutie is also endorsing. The initial MCI spot
debuted this past weekend and Flutie will film a second MCI
ad during the off-season (BUFFALO NEWS, 10/9).
DETAILS: IL-based Burns Sports Celebrity President Bob
Williams estimated a "typical" one-year deal with a regional
chain at $50,000-100,000 (DEMOCRAT & CHRONICLE, 12/10).
