The fledgling FXFL has signed Nivea as the league’s presenting sponsor.
Nivea joins apparel supplier Adidas as the developmental league’s initial corporate patrons in what the first-year league is calling a multiyear deal. The four-team league played its first game of a six-week Wednesday and Friday night schedule on Oct. 8; its championship game is scheduled for Nov. 26.
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Presenting sponsor Nivea has its logo on FXFL’s jerseys and helmets as well as on the field.
Photo by: FXFL |
“Landing a partner like Nivea is a great start for us,” said league founder and Commissioner Brian Woods, a walk-on at Ole Miss and a former coach and agent who began conceiving plans for the league last summer.
As would be expected from a startup sports property, branding opportunities packaged with the FXFL’s first major sponsorship deal are abundant. Nivea will tout its men’s product line through the deal, with its name within three circular logos (each approximately five yards in diameter) on the field of play. There also will be branding on goalposts, jerseys, helmets and towels.
The deal was brokered by New York-based Leverage Agency, the FXFL’s sponsorship agency.
Nivea additionally will headline halftime shows, have sampling at games, and each of the league’s 160 players will receive a gift bag of Nivea products. Nivea will also sponsor the league’s MVP award, buy ads on FXFL broadcasts and will be integrated in a planned reality show about the league.
FXFL players, who earn around $1,000 a week, will support the sponsorship through social media channels and appearances. The league’s games are seen on ESPN3 and through regional sports channels, including SNY, MASN and NESN.
