(From Sports Business Daily)
ABC is pitching advertisers on SUPERBOWL XL-themed packages "that would begin as early as the first game of the season and incorporate many ABC and ESPN properties, culminating with an ad on Superbowl Sunday," according to SPORTS BUSINESS JOURNAL’s ANDY BERNSTEIN.
Bernstein obtained a copy of an ABC marketing presentation that has the letters "XL" in the middle of the page, with SUPERBOWL and the ABC logo across them in a much smaller size. Various advertising outlets surround the logo, including SPORTSCENTER, ESPN RADIO, ESPN CLASSIC, ESPN THE MAGAZINE and ESPN.COM.
ABC "will try to broker deals with the NFL" for non-sponsors, allowing for "one-time, limited use of the Superbowl mark." Those advertisers "would have to pay a marketing fee directly to the NFL."
A network source said that the fee "could range from six figures to WELL north of $1 million."
ESPN/ABC Sports President Of Customer Marketing And Sales ED ERHARDT said that he hopes "to have as many as five or six major brands involved in the Superbowl ‘in a multimedia way’”
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