NFL Major Sponsorship Deals

With the NFL lockout ending earlier this year, the announcements of two sponsors for the NFL came soon after. In September, the NFL renewed its sponsorship deal with PepsiCo Inc. The deal between the two super-power brands will begin its ten-year duration starting in 2012. According to an un-named source would have PepsiCo paying around $90 million in rights fees and roughly $1 billion over the length of the contract. PepsiCo also owns such brands as Gatorade, Frito-Lay, Tropicana, and Quaker Oats, which will continue as the official marketing partners of the NFL. This deal also ensures that when fans tune into the game that they will see Gatorade as the feature drink on the sidelines. The relationship between the NFL and PepsiCo has lasted for twenty-eight years and this contract extension will carry them into 2022.

The NFL had its second major sponsorship of the year when it agreed to a deal with Marriott International, also announced in September. The league signed a multi-year deal with Marriott that will make it official hotel sponsor of the NFL. This deal makes perfect sense given the four-year relationship between the NFL and Marriott International. In 2008, Courtyard, a Marriott chain of hotels, signed a three-year deal making the hotel the first non-official sponsor to sign a multi-year deal with the NFL. Courtyard will take center stage with the NFL as it looks to give its patrons an experience that will separate them from their competitors. Although the financial terms of the deal were not disclosed, the football fans that are guests of Courtyard and Marriott International can expect to have guest offerings that will enhance their experience. Marriott Rewards members can also rejoice because included in the agreement, the rewards could tie into special NFL events like the Super Bowl and points could apply to the NFL activation opportunities.

 References:

http://news.marriott.com/2011/09/courtyard-by-marriott-takes-a-seat-at-the-50-yard-line-becomes-official-hotel-sponsor-of-the-nfl-.html

http://news.yahoo.com/pepsico-nfl-renew-sponsorship-deal-130749417.html