it's now less important to ESPN because that company established its own standing and integrated with its broadcast property better than any other site.
"It's buying credibility for your own brand by associating with the NFL and getting the right to package and sell those rights and try to recoup your costs," said Tonya Antonucci, director of production at Yahoo Sports, which is not in the chase for the NFL rights. "The question is earning out what someone will have to pay for those rights."
O'Neal's Wheels
The Internet will be a principal marketing vehicle for a $60,000 customized "Shaq SST" version of the Ford Expedition being marketed by California car customizer AutoOz. The customization adds about $20,000 to the vehicle's base price, and each car comes with a piece of game equipment worn by L.A. Lakers star Shaquille O'Neal. Roughly 500 will be made and sold through Ford dealers.
" 'Shaq' is really just a way of getting people's attention because it won't have his name in big letters across the back," said Tony Loiacono, who's combining skills he acquired in a stint as a car marketer with talents he learned trading cards and collectibles at Upper Deck. Loiacono says he's talking to other celebs and car companies. Ready for the Britney Spears VW Bug?
