"Sponsors can't wait to get season started" (Volume 8 Issue 18, p.60) by Steve Jackson

This article talked about many differnt companies that are unpatiently waiting for the kickoff the the new season of NFL. They are nameing these types of overly abondent sponsors "Road to" XL. A few of the large companies that are involved in this marketing skeem are Sprint, Pepsi, Coors Light, GM, Motorola, EA Sports, Dairy Management Inc.,Visa, Canon, Campbell's Soup, and Gatorade. Not are they only directing there new adds and promotion to the season but they are going as far as directing it towards the Super bowl. This is in the fourth season of what they call "NFL Kickoff" and they are celebrating more sponsor activity than ever before.

This is something that I like to see because it shows to the future Sports Marketers that companies are more than willing to put there name out there for sports related activities. For the most part these companies are not sports related, the main objective for these poeple is to increase revenue and the way they feel fit is to support the NFL. Although this is the most widely watch sporting event in the United States it still shows that poeple want to pay a price to market there product in a sport related venu.