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Sprint Tackles Telecom Competition With NFL-Themed Campaigns

September 26, 2009: In the ongoing and escalating battle of telecommunication companies, Sprint said it would leverage its position as the official telecom provider of the NFL to promote its new "Any Mobile, Anytime" with marketing to include TV, online, print and out-of-home. According to Sprint, Sprint customers using Any Mobile, Anytime will get unlimited mobile-to-mobile calling from the Sprint Network to any wireless phone on any U.S. wireless carrier network at any time.

Concurrently, AT&T has launched “A-List with Rollover,” which gives consumers the ability to choose five numbers in the U.S. they can call without using up any of their minutes, whether or not they’re on AT&T.

To support its plan, Sprint said it would unveil on Sept. 27 an NFL-themed spot that shows people in "NFL jerseys using their phones in a multitude of ways. Small groups of people appear in different settings living in a bubble, which represents the limitations of calling on one carrier’s network or calling circle. But one person breaks out of her bubble at the beginning of the ad and begins contacting whomever she wants, regardless of the bubble or calling circle."

Support for Any Mobile, Anytime will include pre-game show integration on Fox and NBC's  Football Night in America. Sprint's lead agency is Goodby, Silverstein & Partners, San Francisco.

Other Sprint ads are promoting the exclusive NFL Mobile Live application and will run on TV, radio, print and Internet throughout the 2009 NFL season. Online ads are running on such sites such NFL.com, Yahoo.com, Foxsports.com, NBCSports.com, ProfootballTalk.com, SBNation.com, Fantasy Sports Ventures and CBSSports.com. Additionally, there are team-specific radio and print ads that will appear in select markets, along with team-specific outdoor signage that appears at select NFL stadiums.

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