With the kickoff of the 2012 NFL season this week, there is
an influx of new NFL-related marketing campaigns. There are new NFL sponsorship
deals that are taking advantage of opening week ratings, and player-specific endorsements
that are also launching their marketing efforts. To promote the 2012-13 season,
every sponsor is in full gear to get their name and campaign efforts in the
homes of millions of NFL viewers.
Some of the biggest campaigns include those sponsors that have
established new or renewed relationships this off-season with fresh contracts
to begin. New Era Caps has locked in a five-year deal to be the official license
for players to wear their hats on the field during games, a feat previously
held by Reebok. Their humorous campaign (similar to the MLB commercial spots)
features Bills’ DT Marcell Dareus “testing out” his cap in the makeshift Laboratory
of Headwear Science and Capology. PepsiCo
also has a new contract for the next 10-years, and they’re hard at work to make
it meaningful. One big aspect of their new marketing plans is to make limited
edition cans for the different team markets. It will help to engage fans from
all across the country. With research they completed this off-season, Pepsi has
determined it is increasingly important to associate the two partner logos as
much as possible, because it encourages NFL fans to purchase their products.
Bud Light, although now in the second year of their deal is
instituting some unique aspects to their marketing campaigns this season. The cardboard
cases of Bud Light will be manufactured partially with a football “leather-like”
feel. It is a very innovative way to incorporate the partnership directly into
their products. In addition, Bud Light is also sporting fantasy football codes
in their cans which each can has the potential contribute to a virtual “football
game” on budlight.com/ffl.
Many more partners will be launching their campaigns for the
2012-13 NFL season as Opening Week continues, and as usual every effort of the
season will lead up to the ultimate feat of elite Super Bowl commercial
recognition.
@hzedeck
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