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NFL Network Signs Reebok, Looks to Entice Others With April Event
The NFL Network signed Reebok as the first presenting sponsorship of its combine coverage and hopes to raise the network’s profile in the ad community by joining the upfront parade with its April 26th presentation to advertisers, writes Mediapost.
Foregoing an estimated $400 million in rights fees it could have earned from another media company, the NFL Network received rights to eight NFL games for this next season to strengthen its own property. The network must now increase ad sales and boost distribution beyond the current 35 million homes.
The 2006 NFL Scouting Combine on NFL Network Presented by Reebok gives Reebok exposure in areas including tune-in promos, opening and closing billboards, on-set logo placement and the title sponsorship of a feature segment.
The network is looking to increase revenue by attaching presenting sponsorships to its main events such as its pre-Super Bowl coverage, with which Coors Light has just signed. Hoping to drive ad sales, the network will package its eight NFL games with other programming, including highlights, analysis, and historical footage.