Lenovo Computes New Alliance With The NFL As Building U.S., Global Brand

Special to NYSportsJournalism

July 26, 2012: Computer and technology firm Lenovo has officially unveiled its new alliance with the NFL, a three-year deal making the company the official laptop, desktop and workstation sponsor of the league in the U.S.

Lenovo replaces IBM in the tech category. Financial terms of the alliance were not disclosed.

Lenovo previously had been a partner with the NBA and the IOC.

The tech firm said it would support with multi-media marketing and activations throughout the year. The first sponsorship activities are scheduled to launch at the 2012 NFL Kickoff event in early September.

Lenovo said it would also engage in "sponsor programs with select teams and players" and have a presence at the Super Bowl Media Center and NFL Experience during Super Bowl XLVII week next February in New Orleans.

“We launched a global brand campaign in 2011 — ‘For Those Who Do’ — and have seen consumer consideration rates increase threefold the past year," David Schmoock, svp and president for Lenovo North America, said in a statement." The NFL gives us a tremendous new forum to introduce consumers to our products and brand.”

According to Schmoock, the NFL has been a Lenovo customer since 2007.

"Now we'll work with the league to integrate our products even more into their operations," said  Schmoock. "[This] announcement coincides with Lenovo's tremendous growth in the U.S. market the past year, and we're very excited to team with the NFL to deliver innovation that helps the league do even more with Lenovo technology."

"The NFL gives us a tremendous new forum to introduce consumers to our products and brand. [It] coincides with Lenovo's growth in the U.S. market."

Under terms of the deal, Lenovo can use NFL-owned trademarks in marketing and advertising activities. The company said that upcoming marketing would include advertising, promotions in retail outlets, customer events and "case studies showing how the NFL is using Lenovo equipment to meet its technological needs, increase productivity and deliver on its business goals."

According to Keith Turner, the NFL’s svp-sponsorship and media sales. "We are excited to welcome Lenovo to the NFL family. We are committed to delivering the best game for our fans, and Lenovo will help us in that endeavor.”

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