Campbell Soup Co. has signed a three-year deal to extend Campbell’s Chunky brand as the official soup sponsor of the National Football League, and will use Saturday’s NFL Draft at The Theatre at Madison Square Garden as an event to sample its yet-to-be-released Chunky Chili product.
Campbell’s also becomes the NFL’s official chili sponsor, and plans to sample the product to more than 4,000 fans attending the draft-day festivities.
The product should be in stores by the September 2004 NFL season kick off, Campbell’s spokesperson Beth Jolly said.
Also on draft day, Campbell’s will donate 10,000 cans of Chunky Soup to a local food bank in the city of the number-one pick’s team. The donation will be presented to the top pick and be seen on ESPN, which is broadcasting the draft.
Campbell’s will also sponsor two other draft-week events—the “Tackling the NFL Draft: A Player’s Perspective”, a panel discussion with former, future and retired players, and the NFL Draft media luncheon.
Financial terms were not disclosed.
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