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Volume 26 No. 113
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NFL Spons-O-Meter: McDonald’s Returns; Sleep Number Gets Started

THE DAILY presents a comprehensive list of the official corporate partners of the NFL for the '18 season. Sleep Number and Pizza Hut are among the new league sponsors this season. This is the first time the NFL has had an official mattress/sleep tracking brand. Also in its first full season is HP, which has category rights for 3D foot scanning/video tech as part of creating personalized cleats for players. Amazon Web Services is in its first full season as well, but its deal for cloud infrastructure is non-exclusive. McDonald’s is also back to start the season. The QSR was absent at the start of the ’17 season after being a league sponsor since ’12. But the Golden Arches quietly returned to the NFL in the middle of the ’17 season. Meanwhile, Procter & Gamble renewed for another five years with the NFL and will again highlight a number of its products like Febreze, Secret, Vicks, Head & Shoulders, Gillette, Secret, Old Spice and Tide. Not returning this year as a league sponsor is Papa John’s, though it maintains some team deals. Also, the league’s gaming category looks like it may be open, as Microsoft is focusing on its tablets and operating system promotion. In prior years, it also highlighted the Xbox. NFL corporate partnership benefits vary from deal to deal, but they typically include category exclusivity, use of league marks for ads and promo purposes, event signage, media exposure through radio, print and TV ads, as well as various hospitality benefits. The group below does not include media partners.

SPONSOR CATEGORY
SINCE
News America Super Bowl FSI
'79
Gatorade (PepsiCo) Sports nutrition
'83
EA Sports Video games
'93
Visa Payment systems services
'95
Campbell’s Soup Soup
'98
FedEx Package delivery services, office supply retailer
'00
Frito-Lay (PepsiCo) Salted snacks/popcorn/peanuts/dips/salsa
'00
Mars Snackfoods (Snickers/Skittles/M&M's) Chocolate/non-chocolate confectionery
'02
Pepsi Soft drinks
'02
Dairy Management Inc. Dairy products (milk/yogurt/cheese)
'03
SiriusXM Satellite radio
'04
Bridgestone Automotive tires
'07
Ticketmaster TicketExchange
'08
Procter & Gamble (Febreze, Secret, Vicks,
Head & Shoulders, Gillette, Secret, Old Spice, Tide)
OTC grooming, fabric/air care,
household needs, OTC remedies
'09
Verizon* Wireless, local long distance telecom services;
smart communities services, digital media video services
'10
Barclays Affinity card/rewards program
'10
Under Armour Footwear/glove provider
'10
Castrol Motor oil
'10
Anheuser-Busch Alcoholic beverages (beer, wine)
'11
USAA** Auto, home, life insurance; military appreciation
'11
Bose Home theater system, headsets, headphones
'11
Courtyard by Marriott Hotel
'11
Quaker Oats (PepsiCo) Hot cereal, granola bars
'12
New Era Hats
'12
Nike On-field apparel, footwear, gloves
'12
Microsoft (Surface, Windows) Tablets, laptops, operating systems
'13
Zebra Technologies Real time location solutions, on-field player tracking
'14
Extreme Networks Wi-Fi analytics, network solutions
'14
Nationwide** Auto, home, life insurance
'14
Hyundai Passenger vehicles (cars, SUVs, crossovers, luxury)
'15
Dannon Yogurt/yogurt-based smoothies
'15
Ford Trucks
'16
Intel Volumetric image/video capture
'17
Amazon Web Services*** Cloud infrastructure, cloud platform, machine learning, AI
'18
Aramark B2B marketing rights
'18
HP 3D foot scanning/video technology (for personalized cleats)
'18
McDonald's QSR
'18
Pizza Hut Pizza carry-out, delivery, frozen
'18
Sleep Number Mattresses, sleep tracking, bedding, sleep/wellness
'18

NOTES: * = Verizon's deal for smart communities services and digital media video services is non-exclusive. ** = Nationwide and USAA have co-exclusivity in the auto/home/life insurance category. *** = Amazon Web Services' deal is non-exclusive

Download the
2018 NFL Sponsors