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Bose Said To Replace Motorola On NFL Coaches’ Headsets This Year

Bloomberg , March 12, 2014

By Scott Soshnick

Bose Corp., already the official home audio sponsor of the National Football League, reached an agreement to put its corporate logo on the headsets worn by coaches during games, according to a person with knowledge of the deal.

The person requested anonymity because the agreement that begins next season hasn’t been announced.

Brian McCarthy, a spokesman for the NFL, and Joanne Berthiaume, a spokeswoman for Framingham, Massachusetts-based Bose, declined to comment.

The headsets were blank this past season after an agreement expired with Motorola Mobility Holdings LLC. Motorola paid about $40 million a year, according to Jim Andrews, senior vice president for content strategy at the sponsorship consultant IEG. Motorola Mobility is owned by Lenovo Group Ltd., which agreed to buy the phone unit from Google Inc. in January.

“It’s a clever and direct way of connecting Bose to the NFL,” Andrews said in a telephone interview, adding that NFL coaches get a lot of camera time during games. “A very visible way.”

According to the league, 205 million people tuned into games this past season, and 34 of the 35 most-watched shows were NFL contests.

Motorola’s bat wing logo had been on the headsets for 13 years.

Andrews said Bose’s existing contract with the NFL makes it difficult to estimate how much the enhanced agreement is worth.

“It’s obviously being tacked onto a set of rights and benefits they’re paying for,” he said.

The company has been an NFL sponsor since 2011.