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Volume 27 No. 6
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NFL Has Three New Brands On Sponsor Roster For '20 Season

The NFL has three new brands on its sponsorship roster for '20 in Subway, Postmates and Invisalign. Subway took over the league’s QSR category, which had been vacant since the end of the '18 season when McDonald’s opted not to renew. As part of the long-term deal, Subway will receive exclusivity in the QSR and fast-casual restaurant categories. Pizza Hut retains its rights in the pizza category. Also new to the NFL this season is Postmates, which fills a new league category -- official food delivery service. As part of the multiyear deal, Postmates signed on to sponsor major events like the Super Bowl, NFL Draft and Pro Bowl. Official clear aligner is also a new category for the league. Align Technology, the orthodontics company behind Invisalign, signed a deal with the league last month. Two brands who exited deals with the league were Aramark (B2B marketing rights) and Genesis (luxury automobile).

SPONSOR CATEGORY
SINCE
News America Super Bowl FSI
1979
Gatorade (PepsiCo) Sports nutrition
1983
Visa Payment systems services
1995
Campbell’s Soup Soup
1998
FedEx Package delivery services, office supply retailer
2000
Frito-Lay (PepsiCo) Salted snacks/popcorn/peanuts/dips/salsa
2000
Mars Snackfoods (Snickers/Skittles/M&M's) Chocolate/non-chocolate confectionery
2002
Pepsi Soft drinks
2002
Dairy Management Inc. Dairy products (milk/yogurt/cheese)
2003
Bridgestone Automotive tires
2007
Procter & Gamble (Febreze, Secret, Vicks, Head & Shoulders, Gillette, Secret, Old Spice, Tide) OTC grooming, fabric/air care, household needs, OTC remedies
2009
Verizon* Wireless, local long distance telecom services; smart communities services, digital media video services
2010
Barclays Affinity card/rewards program
2010
Castrol Motor oil
2010
Anheuser-Busch Alcoholic beverages (beer, wine, hard seltzer)
2011
USAA** Auto, home, life insurance; military appreciation
2011
Bose Home theater system, headsets, headphones
2011
Courtyard by Marriott Hotel
2011
Microsoft (Surface, Windows) Tablets, laptops, operating systems
2011
Quaker Oats (PepsiCo) Hot cereal, granola bars
2012
Extreme Networks Wi-Fi analytics, network solutions
2013
Zebra Technologies Real time location solutions, on-field player tracking
2014
Nationwide** Auto, home, life insurance
2014
Dannon Yogurt/yogurt-based smoothies
2015
Ford Trucks
2015
Intel Volumetric image/video capture
2017
Amazon Web Services Cloud infrastructure, cloud platform, machine learning, artificial intelligence
2017
Pizza Hut Pizza carry-out, delivery, frozen
2018
Sleep Number Mattresses, sleep tracking, bedding, sleep/wellness
2018
Intuit Financial services
2018
Caesars Casino
2019
Lowe's Home improvement
2019
Oakley Visors
2019
DraftKings Daily fantasy sports
2019
Quicken Loans (Rocket Mortgage) Mortgages
2019
Align Technology (Invisalign) Clear aligner
2020
Subway QSR
2020
Postmates Food delivery
2020

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. List does not include the following licensees/partners: SiriusXM, Ticketmaster, Under Armour, New Era, Nike.

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