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The NFL announced Wednesday that new official technology partner Sony is developing a custom headset for coach communications as part of a growing relationship with the league.
The new equipment will appear ahead of the 2025 season as Sony expands its sports marketing footprint.
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Financial terms of the Sony deal have not been made public. Previous headset sponsor Bose’s relationship with the NFL ended in 2022, and the league hasn’t had a headset sponsor since. However past estimates of the value of the TV exposure for logos on coaches’ headsets have proposed a ballpark figure of $72 million. Former league sponsor Motorola reportedly paid $40 million for similar rights more than a decade ago in 2012. This time around, Verizon Business will also be credited with supporting the headset connection technology.
The deal builds upon an existing relationship between the parties, which includes the NFL testing Sony-owned Hawk-Eye technology to augment officials’ line-to-gain and goal-line decisions this preseason. Also, Sony’s Beyond Sports division worked with the league and Disney/ESPN on last year’s Toy Story Funday Football animated broadcast of a live game, Sony Pictures plays a hand in the distribution of NFL Media’s Good Morning Football, and Sony cameras serve a critical role for broadcasters.
“It’s an obvious partnership,” Tracie Rodburg, NFL SVP of global partnerships, said. “When we presented the deal to owners—because they are so involved in this process—it was a 32-0 vote, which I was pleasantly surprised by, but it’s because you could see all the work that we’ve been doing together that got us to this point.”
The official designation allows Sony to extend its brand visibility at NFL games and gives it greater freedom to publicly promote its work with the league. It could also do additional deals with individual teams, broadcasters, athletes and leagues to build on the new strategy.
“We see a lot of…
Source link : https://www.yahoo.com/tech/nfl-taps-sony-custom-coach-130000884.html
Author : Sportico
Publish date : 2024-07-31 13:00:00
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