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Sep092009

UFL Adds Ads To Helmets To Help Tackle Economic Challenges

September 8, 2009: The United Football League, the fledgling enterprise that begins its first season of play in October, said it has signed a deal with StubHub making the online ticket broker one of the league’s “Premiere” season foundation partners and the UFL’s exclusive corporate partner for secondary ticketing. Financial terms were not revealed.

A key part of the deal will be a StubHub logo placed prominently on the front-center bumper of the football helmets of the Florida Tuskers. The UFL said it "hopes to secure sponsors for placement on its other teams’ helmets," though not necessarily for all four of its current franchises. The name of the helmet manufacturer, Riddell, which traditionally appears on its helmets’ front-center space, will be on the back of the Tuskers’ helmets. The move comes at a time when sports teams are seeking more marketing options for ROI, including some NFL teams adding corporate logos to their practice jerseys.

"It will be on the front bumper, enough to be seen but not intrusive," said Rachel Gary, spokesperson for the UFL. "We will have other announcements for other teams but can’t say definitively that it will be for all four teams."

StubHub will also be included on on-field LED rotational signage and receive commercial inventory on the league's Versus and HDNet telecasts,where it will be promoted as the league’s preferred resale destination for fans. As part of the deal, the UFL will be featured on StubHub’s website for cross-promotions and for co-branded incentive programs which are still being finalized. Tickets for the inaugural season are on sale now and will soon also be available at StubHub.

“The UFL presents a unique and compelling opportunity for us to reach out to a new fan base in a very prominent fashion,” Danielle Maged, head of partnerships for StubHub, said in a statement. “The league offers an affordable and quality football product at a time fans are faced with difficult choices. This partnership is a natural extension of our involvement with all sports teams and leagues, and brings strong brand visibility and growth opportunity.”

According to Frank Vuono, COO of the UFL, “When seeking foundation partners for the UFL, we were looking for companies who wanted to take an integrated and innovative approach with us and StubHub more than fits this criteria. We will integrate StubHub into the overall fabric of the league by providing them with the traditional sponsorship and media elements as well as on-field and on-helmet exposure during all of our national telecasts. We have an opportunity to provide our corporate partners with a truly vertical and ambush free partnership model that is unprecedented in professional sports.”

The UFL’s “Premiere” season teams include the California Redwoods, Florida Tuskers, Las Vegas Locomotives and New York Sentinels. Several former NFL coaches and execs are with the league. Play begins Oct. 8. The title game will be played Nov. 27 in Las Vegas.

UFL Signs Jersey Deal

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