|The new Burger King agreement is the NFL's first food promotion deal since 1998.
Up to $10 million
The agreement is for one year at $5 million to $10 million, with options that could extend the pact until 2008, executives familiar with the deal said.
Neither the NFL nor Burger King could be reached for comment this morning.
The NFL has not had a corporate partner in the fast-food category since its deal with McDonald's ended seven years ago. This new deal allows Burger King the right to use NFL trademarks and logos in its advertising and promotions.
An executive said Burger King is planning a series of promotions that will kick off the 2005 season in September and end with Super Bowl XL in Detroit in February.
Football video game planned
The world's second-biggest fast-food chain will also have in-restaurant promotions and is planning a handheld football video game. Burger King, which has had solid sales growth at U.S. restaurants for more than a year now after declining sales, is also readying a marketing blitz tied in with this week's much-anticipated opening of Star Wars Episode III: Revenge of the Sith.