|Are you Ready for some Football? The Nation's Capital Sells Out.|
|Topic||Introduction to Marketing|
|Key Words||Introduction to Marketing|
|InfoTrac Reference|| CJ107263899
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The National Football League's 2003 opening-day ceremony at the National Mall in Washington DC was a spectacular parade of the gaudy, distasteful, sacrilegious, and gauche. Sponsored by Pepsi Vanilla and including over-the-top concert performances by Britney Spears, Aerosmith, and Aretha Franklin, the NFL season opener between the Washington Redskins and the New York Jets was a mix of Vegas-styled glitz and traditional gridiron.
Washington DC's National Mall
is considered by many to be a sacred place-America's most hallowed memorials
are there. The decision to turn the grounds into a circus of commercial
sponsorship has been questioned by some, and more cynical critics suggest
that the event is a payback to Pepsi-Cola for contributing money to political
campaigns. The National Football League, however, simply promoted the
event as a patriotic salute to the troops.
|Source||David Whitley, "NFL marketing works overtime to overdo hype," Knight Ridder/Tribune News Service, Sept 4, 2003, pK5382.|
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