NFL Driving to Championship Game in Style

NEW YORK – The NFL announced Monday that it has formed an alliance with Cadillac in which the upscale car will be the official vehicle of the Super Bowl and the Pro Bowl for the next three years.

Cadillac will air a new 60-spot on Fox during Super Bowl XXXVI in New Orleans on Feb.3, and also will present a Cadillac CTS to the game’s MVP. Similar deals and related sponsorships also will occur during Super Bowl XXXVII in San Diego, Jan. 26, 2003 and Super Bowl XXXVIII in Houston, Feb. 1, 2004. Cars will be presented to the MVP of the next three Pro Bowls in Hawaii, as well.

Cadillac will also feature the CTS during additional in-game advertising and at various NFL functions, including the NFL Experience, the NFL’s interactive theme park and pre-game parties. Cadillac will provide the NFL with a fleet of vehicles for use the week of the games.

Cadillac previously has formed alliances with individual NFL teams, including the Chicago Bears.

“This is a one-of-a-kind opportunity to match America’s premier luxury vehicle, Cadillac with this country’s most popular, prestigious, highly-anticipated and widely viewed sporting event, the Super Bowl,” Cadillac general manager Mark LaNeve said in a statement.

— Barry Janoff