In a down economy, albeit one that is improving, new ventures have to attempt something different. The old equations won’t work, at least not if you hope to last.

Remember the disbelief of one of the CNBC reporters back in early February when the United Football League formally announced their plans for 2009? People were shocked that a new football league would launch in this economic climate. One of the primary reasons was that the UFL would have to add sponsors in a year when sponsors were dropping like flies from established leagues all over the country.

The UFL seemed confident that would not be as big a problem as people assumed. The Sports Business Journal has an article out today examining why:

The fledgling United Football League is coming to market with an integrated sponsorship package it is claiming is assault proof.

While acknowledging a lack of sponsorship dollars in the market, Frank Vuono, the former NFL consumer products chief who is the league’s COO, said the UFL will offer a package not available at most large sports properties.

“The NFL model has evolved as one where networks pay huge rights, so they have to protect their advertisers, and they can’t let any sponsors on the field,” Vuono said. “So you end up with sponsors who feel like they are getting ambushed on the broadcast.”

Consequently, the UFL sponsorship package set to hit the market includes integration that features an LED field-level perimeter signage system from ANC Sports, similar to the one installed at the MLS Seattle Sounders home field in Qwest Field this year. Sponsor logos on uniforms and fields are also being promised, as the league sells eight top-tier categories that include media exclusivity for the national broadcasts on Versus, which begin in October and end with a championship game from Las Vegas scheduled for the Friday after Thanksgiving. Title sponsorship of the championship game is also available. The league is also hoping to include rights to players and broadcast talent in its packages.

…

UFL COO Frank Vuono went on to discuss the timeline for sponsors, revealing that until recently they had been focused primarily on vendor relationships. This squares with previous comments from Commissioner Huyghue that one of the positives in this economic environment is that they have been able to line up cheaper hotels and flights, as well as free products.

The SBJ article also featured a write up on the television production of the league:

As far as its TV productions go, the league wants its telecasts to look and feel like the NFL’s, said its television and broadcast consultant Mike Trager. It will use 10 to 14 cameras per game and use graphics packages that are a similar quality. All games will be produced in HD and will be streamed live via UFL-Football.com.

To underscore that quality, the league earlier this month hired TV veterans John Gonzalez and Peter Lasser to direct and produce the telecasts, respectively.

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The league is planning some new production wrinkles, Trager said. Producers will be allowed more sideline and locker-room access, and coaches will be made more available for on-camera interviews.

“We’re not planning any tricks,” Trager said. “There’s no comparison to the XFL. We’re going to show football the way football fans want to see it.”

Source: http://sportsbusinessjournal.com/index.cfm?fuseaction=article.preview&articleid=62567 (I’d encourage subscribing, great resource)

It is great to see that the UFL is working hard to bring a high quality television product to the market place, something they have focused on from day one. The league’s plans to webcast games is also unique. UFL Access hopes the league will broadcast the non-VERSUS game on the website as well.

Check out UFLAccess.com tomorrow for our exclusive piece with United Football League Commissioner Michael Huyghue!