NBC to Break First Upfront Deal, Thanks to Football

May 9, 2006  •  Post A Comment

By Claire Atkinson and Matthew Creamer

NEW YORK (AdAge.com) — NBC’s addition of “Sunday Night Football” is already paying off, as the broadcast network is expected to announce an early upfront deal with Toyota Motor Sales USA to be exclusive sponsor for the National Football League’s Sunday night games, airing for the first time on the Peacock network.