(From Sports Business Daily)
BURGER KING "has agreed to terms with the NFL on a potentially multiyear deal" as the league's QSR sponsor, according to TERYY LEFTON in this week's SPORTSBUSINESS JOURNAL.
Sources said that the deal "was being positioned by the league as a one-year, youth-focused promotional deal with options that could take it to three years." Financial terms were not disclosed, though a source "put the rights fee in the mid seven figures, or less than a third of what the NFL was asking for the category last year."
Several sources said that BURGER KING's biggest activation in the first year of the sponsorship "will be a handheld videogame premium promotion, timed to coincide with the January NFL playoffs." Also, Lefton notes a handful of NFL teams in larger markets "have already been contacted about possible local activation."
McDONALD’s has marketing partnerships "with about a dozen NFL clubs." Aside from media buys, BURGER KING's sports efforts "have been local or regional over the last five years."
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