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Canon U.S.A. Renews Longstanding Sponsorship Agreement With National Football League


Canon U.S.A., Inc., announced today that it has renewed its longstanding sponsorship agreement with the NFL. Canon has been the “Official Camera of the NFL” since 1984, making it the league’s longest-tenured sponsor. The new deal is a four-year extension through the 2010 season.

“Canon is the number-one choice of consumers as well as professional photographers, so it’s a natural fit for us to align ourselves with the number-one choice among sports fans, the NFL,” said Yuichi Ishizuka, senior vice president and general manager, Consumer Imaging Group, Canon U.S.A. “The NFL and its players continue year after year to deliver the on-field excitement and drama that inherently makes for great photography.”

“We are pleased to extend our partnership with Canon, one of the longest-running relationships in sports history,” said Peter Murray, the NFL’s senior vice president of partnership marketing and sales. “Canon is a valuable sponsor and we look forward to continuing our partnership.”

In support of its sponsorship, Canon will put forth a comprehensive activation plan which will include consumer contests and experiential and instructional programs. Former NFL quarterback Archie Manning will return as the spokesperson for Canon and the Pro Football Hall of Fame’s “Why Do You Love Football?” photo challenge, a nation-wide amateur photo contest that aims to capture the fun, passion and excitement of youth football. Grand Prize winners will be awarded a trip for four to attend Super Bowl XLII in Arizona and will earn a once in a lifetime opportunity to have his or her photo displayed in the Pro Football Hall of Fame, in Canton, Ohio. Additionally, the winners will receive a trip for four to the 2008 Pro Football Hall of Fame Enshrinement Celebration in August 2008. New to this year’s contest is the addition of a youth division open to fans ages 13-18.

Canon will also be giving fans an opportunity to shoot photographs from the sidelines like a professional sports photographer as part of its ’Shoot Like a Pro™’ Sweepstakes. As part of the experience, NFL team photographers will work alongside the winners offering advice, suggestions and tips on how to shoot action sports photographs. Throughout the season, Canon will be selecting nearly 80 winners from ten NFL teams. Each team will host one winner at each of their home games throughout the season. Fans of the New York Giants, New York Jets, Cleveland Browns, Denver Broncos, Indianapolis Colts, Miami Dolphins, St. Louis Rams, San Diego Chargers, Seattle Seahawks and Washington Redskins can attempt to “Shoot Like a Pro™,” by logging onto their teams official Web site.

Throughout the season, fans are encouraged to visit Canon’s NFL microsite at which will serve as the information hub for all Canon NFL programming. The site will offer fans the opportunity to enter the “Why Do You Love Football?” photo challenge and participate in a weekly trivia contest where the grand prize is an opportunity to shoot from the sidelines at the Pro Bowl in Hawaii. Fans will also be able to receive video photo tips from Sports Illustrated photographer and Canon Explorer of Light Peter Read Miller, view Canon’s “Why We Love Football” television commercial and get information on Canon products and special offers.

The new sponsorship agreement grants Canon the rights to use NFL imagery and marks in its advertising and promotions, and includes tickets and hospitality that Canon will specifically use for conducting business with dealers and retailers. Canon will also be introducing a new print and broadcast ad campaign to coincide with the start of the season to primarily support the Canon Digital Rebel and EOS SLR camera brands.


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