Reebok and Coors to sponsor NFL Super Bowl on ITV

LONDON – Reebok and Coors Fine Light Beer have signed up as sponsors of the UK coverage of the NFL playoffs and Super Bowl, which will appear on ITV for the first time next year.

Reebok, the exclusive uniform supplier of the NFL, and Coors, its US beer sponsor, will share the sponsorship of ITV's terrestrial coverage of the games.

It is the first time the Super Bowl will be shown on ITV1. Sky One and Five bought the rights for the past two years and the coverage pulled in more than 1m viewers.

ITV's three-year deal to screen the NFL weekly playoffs begins in January and culminates in the live broadcast of the 39th Super Bowl on February 9.

Gary Knight, the head of sponsorship at ITV Sales, said: "We are thrilled the Super Bowl is coming to ITV for the first time and, with Reebok and Coors now on board, we look forward to building on the event's loyal UK following."

Reebok and Coors branding will feature heavily in the US marketing and promotional campaign throughout the season, which begins on September 9.

Michael Price, the marketing director of Reebok UK, said: "The Super Bowl is one of the most watched sporting events on earth and the ITV1 coverage will generate interest not seen in the UK since the 80s. This agreement is a natural extension of our relationship with the NFL."

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