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AFL I Arena Football League (1987-2008)

NBC Sports and Arena Football League announce extension to television partnership

May 18, 2004 - Arena Football League (1987-2008) (AFL I) News Release


NEW YORK – NBC Sports and the Arena Football League have mutually agreed to extend their landmark – and profitable – revenue sharing broadcast partnership through 2006. The announcement was made today by Ken Schanzer, President, NBC Sports; and AFL Commissioner C. David Baker.

NBC and the AFL, in the second season of a two-year deal, partnered in March 2002 with a groundbreaking agreement which, among other things, carries no rights payment, renews at NBC's option; and calls for NBC to share in revenues derived from the increasing value of AFL franchises. While the original deal included a four-year option for NBC after the second season, the parties mutually agreed to a two-year extension.

"We love the AFL game and continue to believe in the long-term business prospects of the league," said Ken Schanzer, President, NBC Sports. "This deal works because it encourages us to continue to invest our management and broadcast time and creativity into building viewership. We knew growth would take time, but by being profitable, this partnership allows us time to work on attracting new fans to what we believe is a terrific product.

"We're encouraged that our AFL ratings are holding steady in year two at a time when just about everything other than Smarty Jones, NASCAR and the NFL seems to be declining somewhat. Not only is the AFL an incredibly fan-friendly league, but the League and its teams are also terrific partners. David Baker's leadership and passion has the league poised for continued growth. Working with the AFL has been a real pleasure."

"The first two years on NBC validated the AFL's credibility," said AFL Commissioner David Baker. "We're confident the next two years will further grow our sport and we look forward to a long and profitable partnership with NBC, which has proven to be a truly great partner. They have treated our games with integrity and have produced some of the finest broadcasts the sport of football has ever seen."

In the two seasons since the AFL has been broadcast on NBC, the League has shown unprecedented growth, including teams in five new markets. In addition, per-game attendance is up 22 percent and the AFL has set total attendance records in consecutive years. The League added new marketing partners in Nestle' Baby Ruth and Aaron's Sales & Lease Ownership, while ADT and U.S. Army renewed their sponsorships at record levels. The AFL also introduced a new game ball with Spalding, which is available for purchase at Champs Sports, the AFL's first-ever Official Athletic Retailer. The League also experienced triple-digit percentage increases in merchandise sales and Internet traffic, which was influenced by the addition fantasy football with SandBoxPlus.

The AFL on NBC schedule features a total of 22 broadcast exposures (regional coverage of 17 regular-season games, plus five postseason games). The 2004 AFL on NBC schedule culminates with ArenaBowl XVIII, set for 4 p.m. ET on Sunday, June 27.



Arena Football League (1987-2008) Stories from May 18, 2004


The opinions expressed in this release are those of the organization issuing it, and do not necessarily reflect the thoughts or opinions of OurSports Central or its staff.


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