AFL Signs Two National Sponsors

February 11, 2003 - Arena Football League (1987-2008) (AFL I) News Release

"With the addition of Gatorade and Aaron's, the AFL continues to emerge as a leading sponsor-friendly property that can integrate products with our athletes and tap into the tremendous sponsor loyalty of both our in-arena fans and our viewers on NBC," said Glenn Horine, AFL Properties executive vice president. "Both companies believe in our passion and commitment to grow indoor football. Gatorade adds an authentic presence to our game."

Gatorade, which becomes the AFL's official isotonic beverage and official sports drink, will exclusively place its product and branded supplies in the bench area of participating teams and all playoff games, including ArenaBowl XVII. Aaron's, who sponsored the AFL's Georgia Force last season, will have a logo patch on every away team player at each AFL game. AFL sponsor U.S. Army has a patch on the jersey's of the home team's players.

"The AFL's early success proves that America has an endless thirst for football and that Gatorade is perfectly situated on the bench with this emerging sports property," said Tom Fox, Gatorade vice president of sports marketing. "Gatorade is excited about the integration between the athlete and our product and the loyalty AFL fans show to sponsors' products."

"Similar to NASCAR, we see Arena Football as a significant growth opportunity that can efficiently spread the word on Aaron's and our multi-faceted sales and lease capabilities," said Aaron's Sales and Lease Ownership President Ken Butler. "Research shows that Arena Football fans are more apt to try, switch and remain loyal to sponsor brands and we want to tap into those assets nationally."

Butler is citing an ESPN Sports Poll* released in August, 2002 that revealed that AFL fans are more likely to try, switch, and remain loyal to a sponsor' s product due to a sponsorship of an event/sport they follow than fans of NFL, MLB, NBA, NHL and NASCAR.

Try Switch Loyal
NFL 27.0 21.2 28.8
MLB 26.6 20.6 28.1
NBA 29.9 23.5 30.6
NHL 27.8 21.4 30.3
NASCAR 29.2 22.7 31.0
AFL 33.4 26.8 34.1

(*January-June, 2002; ages 12+)

Gatorade and Aaron's join U.S. Army and ADT as AFL sponsors. AFL on NBC advertisers Denny's, Honda and Wendy's also possess AFL sponsored elements.

About Arena Football

Often recognized as one of the nation's most affordable and fan-friendly sports leagues, the Arena Football League kicked off its 17th season and first on NBC the weekend of February 2. NBC will provide the AFL with unprecedented exposure by televising up to 70 games, including all playoff contests and ArenaBowl XVII on June 22.

About Gatorade

Gatorade® Thirst Quencher, the nation's leading sports drink, is backed by 35 years of research. Gatorade is scientifically formulated and athletically proven to quench thirst, replace fluids and electrolytes and provide carbohydrate energy to enhance athletic performance. Nothing rehydrates, replenishes and refuels better than Gatorade. Gatorade is the official sports drink of the NFL, NBA, WNBA, Major League Baseball, Major League Soccer, US Soccer, WUSA and numerous professional, collegiate and amateur teams and events throughout the world. Gatorade is manufactured by PepsiCo Beverages and Foods, a division of PepsiCo. For more information, visit http://www.gatorade.com .

About Aarons

American owned and operated, Aaron's was founded in 1955 and was listed in Forbes Magazine as one of the 200 Best Small Companies in America. Aaron's Sales and Lease Ownership has undergone a dramatic expansion program, which now numbers over 700 stores in 46 states and Puerto Rico. For more information about Aaron's Sales and Lease Ownership visit www.shopaarons.com or call 1-800-950-7368.

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