• Mediaweek, Wednesday, September 3, 2008 9:15 AM

Hot dogs, soda pop and football? NBC Sports is teaming up with 7-Eleven in a major marketing effort for its "Sunday Night Football" telecasts. In-store promotions in more than 6,000 7-Eleven stores will include beverage cups and hot dog containers printed with this year's Sunday Night Football game schedule.

In addition to wooing a select group of diehard football-lovers, the campaign is designed to reach a much larger audience -- the millions of casual football fans "who gather around the TV and watch the game as a social occasion," says NBCU Sports executive Mike McCarley.

7-Eleven patrons will also be able to enter a sweepstakes in which a customer is randomly selected each week for a free trip for two to New York City to visit the Sunday Night pregame show.

Read the whole story at Mediaweek »