Boomer Esiason Huddles Up with NFL Sponsors in a Pitch for Radio
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With just weeks to go before NFL franchises kick off their annual training camp workouts, Westwood One host Boomer Esiason is prepping an outreach effort designed to draw more of the league’s top sponsors to radio.
In a bid to get advertisers to consider adding Westwood One to their media diets, the four-time Pro Bowl nominee has Fed-Exed personalized letters to 30 NFL sponsors, a roster that includes the likes of Anheuser-Busch InBev, Gatorade, Hyundai, Pepsi, Visa and Xbox. (The sample letter furnished to Ad Age was addressed to A-B’s VP of consumer connections, Lucas Herscovici, who oversees the brewer’s sports sponsorship deals.)
Mr. Esiason’s direct mail campaign is as stats-heavy as any given NFL broadcast. Citing “never before seen data from Nielsen,” the letters talk up the NFL on Westwood One’s cumulative reach (the network’s coverage during the week of the Super Bowl delivered 21.2 million listeners, up from 6.1 million during the first four weeks of last season) and key demos (one in four men age 35-to-64 tune in to a WWO live game broadcast).
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