Chicago Bear is Bullish on Branding

NEW YORK–Chicago Bears All-Pro Linebacker Brian Urlacher is a very busy man. On Sunday, he helped his team defeat the Cincinnati Bengals 24-0 to put the Bears in first place in the NFC Central Division with a 4-1 record, Chicago’s best start in 10 years.

On the Friday before, Urlacher joined McDonald’s Chicago region vp Phil Gray when the fast-fooder announced a co-branding effort with Mobil in which customers can pay for meals via Mobil Speedpass machines operating in some 450 McDonald’s restaurants throughout Chicago and northwest Indiana. Urlacher was on hand at a local McDonald’s, serving customers in the drive-thru, at the counter and signing autographs.

“We’re going to the Super Bowl with this one,” said Speedpass president Mike Goldberg. “Never before has Speedpass technology been used in the food service industry and outside of Mobil.”

GM luxury unit Cadillac announced Friday that it has inked a multi-year deal with the Bears to be the official vehicle of the NFL team and the first sponsor of the reconstructed Soldier Field, the Bears’ home stadium, when it reopens in 2003 after a $600 million facelift. As part of the deal, Cadillac has formed an advertising partnership with Urlacher, who will be a brand spokesperson in regional ads and certain community initiatives.

Cadillac will support the football team’s TV and radio broadcasts with ad buys around Bears’ broadcast properties, sponsor half-time football skills competitions on the field and get signage placement inside the new Soldier Field, according to Kate Hardy, Cadillac director of marketing for the North Central region.
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Chicago Bear is Bullish on Branding
All-Pro linebacker Brian Urlacher joins campaigns for McDonalds, GM
NEW YORK–Chicago Bears All-Pro Linebacker Brian Urlacher is a very busy man. On Sunday, he helped his team defeat the Cincinnati Bengals 24-0 to put the Bears in first place in the NFC Central Division with a 4-1 record, Chicago’s best start in 10 years.

On the Friday before, Urlacher joined McDonald’s Chicago region vp Phil Gray when the fast-fooder announced a co-branding effort with Mobil in which customers can pay for meals via Mobil Speedpass machines operating in some 450 McDonald’s restaurants throughout Chicago and northwest Indiana. Urlacher was on hand at a local McDonald’s, serving customers in the drive-thru, at the counter and signing autographs.

“We’re going to the Super Bowl with this one,” said Speedpass president Mike Goldberg. “Never before has Speedpass technology been used in the food service industry and outside of Mobil.”

GM luxury unit Cadillac announced Friday that it has inked a multi-year deal with the Bears to be the official vehicle of the NFL team and the first sponsor of the reconstructed Soldier Field, the Bears’ home stadium, when it reopens in 2003 after a $600 million facelift. As part of the deal, Cadillac has formed an advertising partnership with Urlacher, who will be a brand spokesperson in regional ads and certain community initiatives.

Cadillac will support the football team’s TV and radio broadcasts with ad buys around Bears’ broadcast properties, sponsor half-time football skills competitions on the field and get signage placement inside the new Soldier Field, according to Kate Hardy, Cadillac director of marketing for the North Central region.