The American Way and The Rams-A Business -Class Ticket To Cool

NFL Training Camp: Patching Things Up

For Audible CEO and Rams Exec VP/Sales and Marketing, Bob Reif, the sky is the limit.

Reif is credited with pioneering a little known niche of sports sponsorship inventory for The Saint Louis Rams, the practice jersey patches.

While marketeers have been scratching their heads, during the flat economy, Reif has been using his: creating yet another revenue stream and sponsorship inventory category for the midwest NFL franchise.

The Rams' American Airlines practice-jersey patch is part of a three-year air charter and marketing campaign at the St. Louis airport hub.

Reif said that American also will receive "all of the team's charter business while tripling their marketing spend." The airline gets use of the Rams' "e-mail and text messaging marketing programs, fixed and electronic stadium signage, and other team-controlled media."

The new three-year sponsorship will "step up several levels," according to Terry Lefton. (SPORTSBUSINESS JOURNAL, 7/27 issue).

In addition, American will have "gate agents and other ground personnel decked out in Rams apparel every Sunday during the NFL season" at Lambert-St. Louis Int'l Airport, while the airline "will decorate some airport vehicles with a Rams paint scheme."

Related links
Rams Training Camp Photos
St. Louis Rams Website