TCL adds sponsorships for three NFL teams, QB

With the Super Bowl impending, the NFL’s newest corporate sponsor -- Chinese consumer electronics brand TCL -- has signed three NFL teams and a prominent NFL QB to deals on which to base activation of its nascent NFL league rights. TCL North America is based in Irvine, Calif., so the company’s new sponsorship with the Chargers makes sense and it’s complemented with the addition of the team's QB Justin Herbert, who will later be used in TV ads. Both those deals include category rights for TVs and smartphones. Those same rights are part of an additional team deal with the Seahawks in Seattle, where T-Mobile, Costco, and Amazon are significant customers of TCL. There’s also a new sponsorship with the Falcons, solely in the smartphone category. ProSport Management negotiated the deals for TCL and is handling activation.