Madison Avenue is ready for some NFL football. Any concern the league’s four-month lockout would dampen sponsor interest evaporated today with the news that PepsiCo Inc. will extend its deal by 10 years and a report that NBC’s Super Bowl ads are nearly sold out. About 63 in-game slots were available for the Feb. 5 game in Indianapolis, and about six remain, NBC’s SVP sports group sales & marketing Seth Winter estimated to Adweek. It’s the second year in a row for an early sellout. Last year Fox wrapped 80 percent of its Super Bowl business by June and the game went on to be one of the most-watched shows in TV history with 111 million viewers. The Super Bowl not only provides NBC with a direct bounty and powerful promo platform, but will give a boost to its Olympics effort as well. With each Super Bowl unit sold NBC attached one of its other sports offerings, Winter said, in particular the 2012 Summer Games in London.
The Pepsi deal, valued at $2.3B, will run through 2012. Among other things, it guarantees that Gatorade, a Pepsi product, will remain ubiquitous on NFL sidelines. With new deals with insurer USAA, Bose Corp and a renewal with General Motors, NFL officials say sponsorship revenue will rise 15% this year, pushing the overall league revenue to a record $9.5B.