Time to tackle the NFL?

Describes how brands like Sprint and Pepsi are exploiting sponsorship of the National Football League.

Time to tackle the NFL?

Adam Kleiner

The 87th season of the National Football League officially kicks off September 7, but league sponsors have already scored big points with gridiron fans. Consider the NFL draft this past April. When the Houston Texans selected defensive end Mario Williams with the first pick overall, subscribers to Sprint's NFL Mobile were among the first to know – even if they were standing in line at the hardware store.

Although the draft is still a jocks-in-ties affair completely devoid of sporting action, it has become a gala event for the NFL, as well as...

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