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Thursday, Oct 02, 2014
Sports

TD Ameritrade becoming official NFL sponsor

Published:   |   Updated: September 4, 2014 at 07:02 PM

OMAHA, Neb. (AP) Online brokerage TD Ameritrade announced Thursday that it's becoming an official NFL sponsor this fall to tell more about its services and increase the chances of its ads being seen.

Chief Marketing Officer Denise Karkos said the Omaha-based company already advertised during NFL games, but she hopes the sponsorship will help TD Ameritrade reach more of the huge audience for football. The sponsorship is for three years.

"We see it as a good opportunity," Karkos said. "There's no bigger sports franchise out there."

TD Ameritrade has long been a leader in processing online stock trades, but the company also offers asset-management services and investor education programs.

Because most fans watch NFL games lives, there's a greater change that TD Ameritrade's ads will be seen instead of being skipped with a digital video recorder.

"We're taking advantage of the live-viewing experience that the NFL offers," Karkos said.

TD Ameritrade has also been a sponsor of the U.S. Olympic team since the 2012 London games. That sponsorship is slated to continue through 2016.

The company, which switched advertising agencies earlier this year, plans to launch a new ad campaign this fall. In recent years, TD Ameritrade's ads have featured the voice of actor Matt Damon, who replaced longtime spokesman Sam Waterston of "Law & Order" fame.

Karkos declined to discuss how much TD Ameritrade is spending on the NFL sponsorship deal, but she said it won't replace any of the company's other advertising. More details on the company's marketing expenses will likely be released in October when Ameritrade reports on its fiscal fourth-quarter earnings.

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Online:

TD Ameritrade Holding Corp.: www.amtd.com

Follow Josh Funk online at www.twitter.com/funkwrite

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