The U.S. Army is returning as a sponsor of the Arena Football League through a one-year deal estimated to be worth $2 million.
The renewal marks the third season of Army's AFL sponsorship, but this year's deal for the first time includes media spending and the activation of some local marketing programs.
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| The Army’s partnership with the AFL, evident in arenas, will reach further into communities. |
"It's a significant increase in spending," said Glenn Horine, executive vice president of AFL Properties, declining to disclose the exact increase. "Army is buying media ... and it's the first year we have seen our partners activate some programs."
The 19-team indoor league begins its season next month. Army officials are completing the media spending commitment, but industry sources said they expect the total value of the deal to reach $2 million.
The new marketing programs to be activated during the season will include Army's sponsorship of the AFL's Ironman of the Year award and an AFL "Basic Training" program to be held in Chicago, Dallas, Atlanta, Los Angeles and New York that will bring local AFL players and Army officials into high school gyms that will be set up like AFL arenas. Students will be able to participate in AFL-related drills and instruction in the gyms.
The Army also will be involved in an AFL spring break program in Panama City, Fla.
"We are excited to see the partnership go beyond the arena and into schools and other Army programs," said Col. Thomas Nickerson, U.S. Army director of strategic outreach, in a statement.
The deal also includes U.S. Army logos on all AFL home jerseys; on-field signs, including dasherboards and turf squares; in-arena promotions; and recruiting booths in all AFL arenas.
Last year, the AFL counted Aaron's Sales and Lease Ownership, ADT Security Services and Gatorade — along with the U.S. Army — as full league sponsors. Aaron's and ADT return this year under terms of their existing deals, and sporting goods retailer Champs previously was signed as a new 2004 sponsor. League officials said talks are continuing about securing a new deal with Gatorade for it to return as a sponsor this year.
