(sub. req.) WSJ has a story on how big U.S. carriers are making sports a focal point of their marketing strategy, and of course, sports content is a big part of it. Earlier this month, Sprint Nextel unveiled a set of NFL-related wireless services stemming from an advertising deal signed with the league in August. Meanwhile, Verizon Wireless opted for local sponsorships with individual teams, where the advertising reach is limited to the immediate area. Earlier this month, T-Mobile USA announced a deal with the NBA and the WNBA, believed to be worth more than $100 million over at least three years. Cingular Wireless holds the naming rights to its own marquee sporting event—the NCAA basketball tournament.