Viagra Adversary Enlists NFL in Marketing Drive

21 July 2003

Levitra, a new erectile dysfunction drug jointly marketed by pharma giants Bayer and GlaxoSmithKline, has joined the list of National Football League corporate sponsors. The deal, worth $6 million a year for three years, will see the brand harnessing the NFL logo on its ads and other marketing material.

In addition, the NFL will work with the two drug companies on a men’s health program, according to NFL spokesman Brian McCarthy. “They become a partner with NFL,” he crowed.

However, Levitra (say it lur-VEE-tra), has yet to receive FDA approval, although this is expected during the next couple of months. But Bayer’s vp of marketing for men’s health is undeterred: “The NFL. is our ideal partner," said Nancy K Bryant. “We'll be able to reach 120 million fans each week.”

The deal will certainly refresh the football lexicon, bringing a whole new meaning to such hallowed terms as hangtime, stiff arm and third-and-long.

Data sourced from: New York Times; additional content by WARC staff