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Subway signs partnership with NBC Sports
The deal will feature Subway brand messaging during football, hockey and other 2010 sporting events.
October 1, 2009
Subway Restaurants has announced a multi-platform partnership with NBC Sports that will enable the brand to engage with consumers during marquee sporting events.
Throughout the activation period, Subway and NBC Sports will encourage viewers to tune-in to featured sporting events and make Subway their food of choice for the occasion. Co-branded promotional segments featuring famous Subway fan Michael Phelps and brand ambassador Jared Fogle will air in the fourth quarter of 2009 and the first quarter of 2010 on highly rated NBC programming during primetime, late night and NBC Sports programs.
The results of a recent consumer survey conducted by NBC Universal highlighted that 86 percent of football fans surveyed identified the "Sunday Night is Football Night" tagline; while 73 percent of those surveyed eat a meal during football games on Sunday nights.
"Our unique partnership with Subway is a natural extension of NBC Sports' big event strategy," said Mike McCarley, senior vice president, strategic marketing, promotions and communications, for NBC Sports.
Throughout the professional football season, Subway will activate with in-store point-of-purchase materials showcasing "Sunday Night is SUBWAY Night." Key highlights of Subway's on-air activation with NBC Sports include:
- Subway "Fresh Take" features that highlight up-and-coming football players during select NBC Sunday Night Football broadcasts
- Subway will be the presenting sponsor of a special edition Football Night in America on Jan. 10, 2010
- Sponsorship of "Game of the Week" intermission reports airing during each NBC Sports hockey boradcast including the 2010 Winter Classic
- A series of "Fresh Take" features will air during the U.S. Figure Skating Championships in Jan. 2010
- Additionally, Subway will have a presence on Sunday Night Football Extra, an HD-quality video player on NBCSports.com that simulcasts "Sunday Night Football" games and allows fans to access content throughout the season.
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