In its first major deal with a pharmaceutical company, the National Football League has agreed that Levitra, which is jointly marketed by Bayer and GlaxoSmithKline, can join its list of corporate sponsors.
The multimillion-dollar agreement allows Levitra to use the N.F.L. logo in advertisements and other marketing materials, said Brian McCarthy, a spokesman for the league. The N.F.L. and the drug companies also plan to work together on a men's health educational program, he said.
"They become a partner with the N.F.L.," Mr. McCarthy said.
The deal is a victory for marketers at Bayer and GlaxoSmithKline, who must convince men that Levitra (pronounced luh-VEE-tra) is better than Viagra, the diamond-shaped blue pill introduced in 1998 by Pfizer that has changed how the world views impotence.
If the government approves Levitra in the next couple months as expected, it will become Viagra's first rival. Another new drug, Cialis, could be approved later this year, creating a three-way marketing battle, with each of the companies likely to spend tens of millions of dollars on promotion. All of the companies are trying to reach men through sporting events and prominent sports figures.
"The N.F.L. is our ideal partner," said Nancy K. Bryan, a vice president of Bayer who is responsible for marketing for men's health. "We'll be able to reach 120 million fans each week."
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Pfizer already sponsors the Nascar driver Mark Martin, and during many of the races provides a van where fans can receive free health screenings. Viagra is also an official sponsor of Major League Baseball, and Pfizer has hired as a spokesman Rafael Palmeiro, the Texas Rangers first baseman who recently hit his 500th home run. To raise awareness of erectile dysfunction worldwide, Pfizer has hired Pelé, the international soccer star.
In 2002, Pfizer spent $87 million to advertise Viagra in the United States, according to TNS Media Intelligence/CMR, a division of Taylor Nelson Sofres.
Cialis, which is marketed by Eli Lilly and the ICOS Corporation, is already sold in more than 40 countries. The drug was a sponsor of the America's Cup in New Zealand in February. Lilly is also a sponsor of the Newman-Haas open-wheel racing team, which includes the actor Paul Newman.
But each N.F.L. game can attract many more television viewers than sporting events like car racing, yachting, or even baseball. According to Nielsen Media Research, more than 15 million people on average watch league football games on the major networks each week, and the Super Bowl is the most watched event on television.
For years, the N.F.L. had refused to allow pharmaceutical companies to join its list of corporate sponsors, leaving the drug makers in the same ranks as producers of hard liquor and firearm makers.
The league decided to change that in February when it told its teams that they could make deals with drug companies.
"We took a hard look at the industry and saw it was one of the most heavily regulated," Mr. McCarthy said. "We have become increasingly convinced that pharmaceutical advertising can occur, and does occur, without violating the rules."
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Bayer and GlaxoSmithKline agreed to pay $6 million a year for three years for the N.F.L. sponsorship, according to a report in Advertising Age. One person briefed on the deal said the reported figure was "in the ballpark." Advertising Age also reported that the companies had hired Mike Ditka, the former coach of the Chicago Bears and the New Orleans Saints, to act as spokesman for Levitra in a series of ads.
Both companies said they could not discus the people they had chosen to promote Levitra because they were still completing the details.
Michael Fleming, a spokesman for GlaxoSmithKline, said the companies were "looking for the everyday guy" who would connect with N.F.L. fans and get them to see their doctor.
"Men do need some prodding in seeking treatment," he said.
Marketing experts say that men relate to sports figures, making them effective promotional tools.
"They lend instant credibility to the product," said Michael Kelley, managing director for the New York office of Relay Sports and Event Marketing, which is part of Publicis, the ad agency. "I don't think their primary goal is getting men to go to the doctor. It's about selling their product."
http://www.nytimes.com/2003/07/18/business/media/18ADCO.html?ex=1059105600&en=4e316405209a62fc&ei=5062&partner=GOOGLE
The multimillion-dollar agreement allows Levitra to use the N.F.L. logo in advertisements and other marketing materials, said Brian McCarthy, a spokesman for the league. The N.F.L. and the drug companies also plan to work together on a men's health educational program, he said.
"They become a partner with the N.F.L.," Mr. McCarthy said.
The deal is a victory for marketers at Bayer and GlaxoSmithKline, who must convince men that Levitra (pronounced luh-VEE-tra) is better than Viagra, the diamond-shaped blue pill introduced in 1998 by Pfizer that has changed how the world views impotence.
If the government approves Levitra in the next couple months as expected, it will become Viagra's first rival. Another new drug, Cialis, could be approved later this year, creating a three-way marketing battle, with each of the companies likely to spend tens of millions of dollars on promotion. All of the companies are trying to reach men through sporting events and prominent sports figures.
"The N.F.L. is our ideal partner," said Nancy K. Bryan, a vice president of Bayer who is responsible for marketing for men's health. "We'll be able to reach 120 million fans each week."
•
Pfizer already sponsors the Nascar driver Mark Martin, and during many of the races provides a van where fans can receive free health screenings. Viagra is also an official sponsor of Major League Baseball, and Pfizer has hired as a spokesman Rafael Palmeiro, the Texas Rangers first baseman who recently hit his 500th home run. To raise awareness of erectile dysfunction worldwide, Pfizer has hired Pelé, the international soccer star.
In 2002, Pfizer spent $87 million to advertise Viagra in the United States, according to TNS Media Intelligence/CMR, a division of Taylor Nelson Sofres.
Cialis, which is marketed by Eli Lilly and the ICOS Corporation, is already sold in more than 40 countries. The drug was a sponsor of the America's Cup in New Zealand in February. Lilly is also a sponsor of the Newman-Haas open-wheel racing team, which includes the actor Paul Newman.
But each N.F.L. game can attract many more television viewers than sporting events like car racing, yachting, or even baseball. According to Nielsen Media Research, more than 15 million people on average watch league football games on the major networks each week, and the Super Bowl is the most watched event on television.
For years, the N.F.L. had refused to allow pharmaceutical companies to join its list of corporate sponsors, leaving the drug makers in the same ranks as producers of hard liquor and firearm makers.
The league decided to change that in February when it told its teams that they could make deals with drug companies.
"We took a hard look at the industry and saw it was one of the most heavily regulated," Mr. McCarthy said. "We have become increasingly convinced that pharmaceutical advertising can occur, and does occur, without violating the rules."
•
Bayer and GlaxoSmithKline agreed to pay $6 million a year for three years for the N.F.L. sponsorship, according to a report in Advertising Age. One person briefed on the deal said the reported figure was "in the ballpark." Advertising Age also reported that the companies had hired Mike Ditka, the former coach of the Chicago Bears and the New Orleans Saints, to act as spokesman for Levitra in a series of ads.
Both companies said they could not discus the people they had chosen to promote Levitra because they were still completing the details.
Michael Fleming, a spokesman for GlaxoSmithKline, said the companies were "looking for the everyday guy" who would connect with N.F.L. fans and get them to see their doctor.
"Men do need some prodding in seeking treatment," he said.
Marketing experts say that men relate to sports figures, making them effective promotional tools.
"They lend instant credibility to the product," said Michael Kelley, managing director for the New York office of Relay Sports and Event Marketing, which is part of Publicis, the ad agency. "I don't think their primary goal is getting men to go to the doctor. It's about selling their product."
http://www.nytimes.com/2003/07/18/business/media/18ADCO.html?ex=1059105600&en=4e316405209a62fc&ei=5062&partner=GOOGLE
