On September 7, the NFL kicks off "the largest ad push
yet" for its Play Football initiative which will support new
consumer products and grass-roots programs "designed to turn
kids into NFL consumers," according to Jeff Jensen of AD
AGE. The Play Football spots won't be confined to NFL
broadcasts, and will air throughout the fall "in all TV
dayparts, a perk included" in the league's new TV pact with
ABC, CBS, Fox and ESPN. The first spot, to debut on ABC's
"MNF," has Packers QB Brett Favre joining kids playing two-
hand touch football, and they are joined by a "cross-section
of people," including a gospel choir, nuns and Cowboys CB
Deion Sanders. The league has also "retooled" a spot from
last year starring Lions RB Barry Sanders, which promotes a
toll-free number for parents and kids to call for
information about local Play Football activities. This
year, Play Football and its "multitude of programs" will
involve over three million children, ages 6 to 14. Jensen
adds that in addition to lining up Ford, Kmart, Nike and
Gatorade to sponsor flag football activities, this fall the
NFL will also unveil an NFL Monopoly board game, via its
$60M marketing alliance with Hasbro (AD AGE, 8/24).
