The NFL's broadcast partners will run more than 2,200
league-developed promo spots starting tomorrow, in all parts
of their schedules, according to Stuart Elliott of the N.Y.
TIMES. By comparison, about 600 spots ran last season, and
they did not begin until after Labor Day. NFLP Senior
VP/Marketing & Fan Development Howard Handler said that the
network partners are giving the league "a significant amount
of additional time" as part of the league's new TV deal.
Elliott reports that the league's campaign is aimed at
"reinforcing ties with so-called core fans, most of whom are
men, as well as generating attention" from casual fans,
especially women. Handler said that in communicating with
casual fans, the various components "share equal
importance," but said, "If I had to choose, it would be the
kids, because that's where the seeds of commitment are being
sown." Elliott: "That explains the quite youthful tone and
tenor of the 1998-99 campaign, which will again carry the
theme 'Feel the power.'" Elliott adds that "several" new TV
spots "are infused with hip, contemporary argot and
attitude, much of it with roots in black culture." In
addition to the TV component, there will be print ads for
the Pro Line of league-sanctioned apparel, which will run in
sports magazines like SI, ESPN and Sport (N.Y. TIMES, 7/14).
VISA'S NFL BUY: BRANDWEEK's cover story examines Visa's
NFL sponsorship strategy, and Terry Lefton writes that Visa
"has made a unique deal" with the DeBartolo Group, operator
of 131 malls nationwide, for a promo that "encompasses all
retailers of NFL merchandise" and offers a gift-with-
purchase to buyers of NFL licensed merchandise in the malls'
department stores, athletic specialty retailers and other
stores. Visa will allocate more than half of its $30M NFL
media budget to a Fox buy that includes title sponsorship of
the net's halftime show. Fox Sports Senior VP/Advertising
Liz Silver: "Overall, the (NFL in-game) spend is pretty
comparable to last year. But we're trying to be more
impactful by spending more in one place" (BRANDWEEK, 7/13).
