Mitsubishi Motors Gears Up for Action-Packed Arena Football League Playoff Season

Official AFL Automotive Manufacturer Prepares For Big Thrills On and Off The Field Leading Up to ArenaBowl XXI

CYPRESS, Calif., June 28 /PRNewswire/ -- Mitsubishi Motors North America, the Official Automobile Manufacturer of the Arena Football League (AFL), announced today it will engage in a variety of new on- and off-field branding activities, as well as a full slate of playoff and ArenaBowl promotional platforms beginning this week as the 2007 AFL playoffs get underway.

In addition to continuing branding activities that began during the AFL regular season such as Mitsubishi helmet and uniform logos as well as on-field signage initiatives, Mitsubishi Motors has negotiated a significant media commitment with ESPN and ABC for the 2007 playoff stretch. With the agreement, Mitsubishi Motors will serve as the presenting halftime sponsor of upcoming AFL playoff games on ESPN as well as ArenaBowl XXI on ESPN on ABC. Mitsubishi Motors also will sponsor a weekly Webisode on ESPN.com's AFL page.

Mitsubishi's sponsorship activities will culminate during an action-packed ArenaBowl XXI Championship Weekend starting July 26 in New Orleans. The organization will sponsor the Mitsubishi Motors ArenaBowl Extravaganza on July 28 -- supporting the New Orleans community by hosting a free public concert just steps away from Bourbon Street. Additionally, Mitsubishi will partner with the league on AFL KaBOOM! Build to help construct a new playground for the J.W. Johnson Elementary public school, which is home to 447 students who were all part of a community that was displaced by Hurricane Katrina.

"We're excited to ramp-up our branding and promotional initiatives with the AFL as playoff excitement gets underway," said Dan Kuhnert, executive vice president of sales and marketing, MMNA. "The league is enjoying a tremendous following that continues to increase as more and more fans experience the thrill of this game. We continue to see a tremendous fit with a league that, similar to Mitsubishi, puts loyalty to its customers first and foremost while delivering an outstanding product."

Adding to the game-day excitement, Mitsubishi Motors will present the ArenaBowl's Most Valuable Player with a brand new Mitsubishi Eclipse Spyder. The ArenaBowl airs live on ABC on July 29. Mitsubishi worked with its media buying agency, PHD, to develop these sponsorship as part of their annual sports marketing plan.

Mitsubishi Motors North America, Inc., (MMNA) is responsible for all manufacturing, finance, sales, marketing and research and development operations of the Mitsubishi Motors Corporation in the United States. Mitsubishi Motors sells coupes, convertibles, sedans, a mid-size pickup truck and sport utility vehicles through a network of approximately 500 dealers.

Source: Mitsubishi Motors North America, Inc.