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Volume 27 No. 5
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Brands Ready To Activate Around Sunday's Conference Championships

Sponsors of the teams hosting Sunday's AFC and NFC Championship Games are finalizing activation plans for the NFL's version of the Final Four. In K.C., the Chiefs are hosting their second consecutive conference title game and grocer Hy-Vee is the team's presenting sponsor for the playoffs. The first 50,000 fans at Arrowhead Stadium will receive rally towels, which will carry the logos of Hy-Vee and the CommunityAmerica Credit Union. Hy-Vee will continue to back the tour of a seven-foot tall Patrick Mahomes bobblehead at its stores and other high-traffic locations, including the Ford Tailgate District at Arrowhead before kickoff Sunday. With Bud Light Seltzer launching this week, A-B InBev is sampling products throughout K.C.'s renowned parking lot tailgate scene. Bud Light Seltzer-branded golf carts will be delivering the goods, and the brewer will be staging tailgate games outside the stadium. In Santa Clara, the 49ers are hosting their first NFC Championship Game since '11 and first-ever at Levi's Stadium. The team has SAP as presenting sponsor for the playoffs. Just like in the Divisional round, a red "Faithful Then, Faithful Now" rally towel given to all fans at Levi's Stadium will include branding from the software company, as well as associate playoff sponsors Levi's, United Airlines and Zenni Optical.