AFL extends parnerships with ADT and Champs Sports
Published on March 8, 2007 under Arena Football League (1987-2008) (AFL I) News Release
NEW YORK - The Arena Football League today announced extensions with two of its longest running partners - ADT Security Services and Champs Sports. Multi-year extensions designate ADT as the Official and Exclusive Electronic Security Partner and Champs Sports as the Official Athletic Retailer of the AFL through 2008. The upcoming season is the fourth and sixth years of the existing partnerships between the AFL and Champs Sports and ADT, respectively.
"ADT and Champs Sports both represent quality organizations who have shared the same vision with the AFL. Their support has been a key component of the exponential growth our League has enjoyed over the last few years," said WILL WILSON, Executive Vice President, AFL Sales. "Both have been remarkable partners and we are thrilled to continue our relationship with them."
ADT will continue its in-arena and media positioning which includes national TV, online and in-arena activation. A key component of the renewal is ADT's continued title sponsorship of all AFL defensive honors, including the ADT Defensive Player of the Year Award, given annually to the AFL's top defensive player. ADT will also sponsor all game, weekly and monthly defensive honors.
A key branding initiative with the AFL partnership is ADT's logo identification during national telecasts and on-field signage - including turf squares - and additional in-arena public address announcements and jumbotron announcements. In addition, each AFL market will hold an "ADT night" at one home game during the regular season at which fans will receive ADT branded promotional giveaways. There will also be an on-field ADT promotion and interactive promotional concourse booths in each of the AFL's 19 team markets.
"Over the past six years, the league has experienced significant growth, launching several new teams and attracting new fans," said JOHN KOCH, President, ADT North America. "The AFL's fan-friendly, family oriented approach resonates well with the ADT brand, and we continue to benefit from the diverse range of hospitality and grassroots marketing opportunities available to us as a Founding Sponsor and Official Electronic Security Partner."
Champs Sports will receive a television-side dasher board, mid-field turf square (postseason only) as well as integrated on-field promotions, video spots and announcements. In addition to in-arena branding, all AFL-market Champ Sports stores will feature a team concept shop fixture showcasing Russell Athletic jerseys, T-shirts, hats and more.
"Champs Sports is proud to continue our partnership with the Arena Football League as the Official Athletic Retailer for the fourth straight season. It's exciting to see the growth of the league and we are pleased to be the official destination for AFL gear in our local market stores," said Rob Brodersen, Vice President, Marketing for Champs Sports.
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