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Industry: Email Alert RSS FeedAUTO INSURER SET TO INK SUPER BOWL HALFTIME CONTRACT: PROGRESSIVE WILL TAKE OVER NFL'S HIGH-PROFILE ROLE FROM CRUISE LINE.(Progressive Insurance)
Advertising Age, September, 1998 by Chuck; Ross, Jeff Jensen
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Super Bowl XXXIII will feature at least one Cinderella story: little-known Progressive Insurance is finalizing a $5 million-plus deal to sponsor the halftime show.
The auto insurance marketer would replace Royal Caribbean International as sponsor of the show, again being produced by Radio City Music Hall Productions.
The deal is being made with the National Football League, but requires a media buy on Fox, which is broadcasting Super Bowl XXXIII from Miami's Pro Player Stadium on Jan. 31. The Fox portion may include buys on regular season NFL broadcasts and other pro-gramming.
A ...
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