Superbowl.com Draws Sponsors, Too
ClickZ News, Monday, January 30, 2006 3:31 PM
Advertisers who want to connect their brands to the Super Bowl have much to choose from. They can advertise in programming before the game, during the game, and after the game. But the big game also has an official online presence that advertisers want to be a part of. On Superbowl.com, users will find ads not only from sponsors who also advertise on the game itself--like Pepsi, Cadillac, and Sprint--but also from marketers without regular TV spots. "I think there's a little bit of both. For the most part you're going to see a lot of the same advertisers spending money on the Super Bowl and Superbowl.com," said CBS SportsLine.com's Ken Lagana, vice president of sales. Superbowl.com is run by CBS SportsLine. While other portals are offering advertising related to their Super Bowl-related content, Superbowl.com is benefiting from being the NFL-sanctioned media site. An early estimate from Lagana puts ad revenues up more than 40 percent over last year. "I think it provides access to the Super Bowl from a digital perspective," Lagana said. "It's another way to spend your money against the biggest initiative and one of the biggest games of the year."
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