USA: National Football League instigates bidding war to find "official beer sponsor"
The USA’s National Football League launched a bidding war to find the "official beer sponsor" for the 2006 season and beyond, according to two of the brewers in negotiations, the USA TODAY reported on August 21. The NFL is seeking a multiyear deal, potentially worth hundreds of millions of dollars. The league's beer sponsor has the rights to use the NFL shield, playoffs and Super Bowl logos in advertising and promotional efforts. Incumbent Coors Brewing signed a $300 million, five-year deal in 2002. That contract gave the NFL an option to seek a new partner after four seasons.
Aimee Valdez Coors spokeswoman says "We are currently in negotiations with the NFL on renewal". But the competitor Anheuser-Busch, the country's No. 1 brewer, wants to grab those rights from No. 3 Coors and possible challengers such as No. 2 Miller Brewing. "The NFL is a strong sport and a strong marketing asset these days," says vice president of global media and sports marketing for Anheuser-Busch Tony Ponturo.
The NFL is able to charge — and get — large fees because of its strong TV ratings among men. Five of the six most-watched TV shows by men 18-49 years old in 2004 were NFL games. This month the league inked a $600 million, five-year deal to make Sprint its official wireless sponsor.
"I can't think of a better corporate matchup than beer and the NFL," sponsorship expert,executive creative director of Pickett Advertising in San Francisco, Bob Dorfman said.
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