The NFL is "collaborating with several networks and
other entertainment companies to produce an assortment" of
nongame, shoulder programming, according to Langdon
Brockinton of the SPORTSBUSINESS JOURNAL. NFL VP/
Programming John Collins said the "new audiences" that the
league wants to reach through prime-time specials, weekly
series and made-for-TV events include women and children.
The NFL will handle ad sales efforts for "the vast majority"
of nongame programming and will approach league sponsors and
licensees for "first crack" at ad inventory. Among the
programming in development: a football-themed animated
series with Toronto-based producer Nelvana; a pilot for the
Disney Channel called "The Monday Night Football Club" and a
prime time-movie-of-the-week with L.A.-based producer Lynch
Entertainment; a football-themed after-school special with
Nickelodeon called "Scrubs"; a football-themed "Wonderful
World of Disney" episode for ABC; a weekly series with Fox
"aimed at" 12- to 24-year-olds called "Under the Helmet";
and a prime-time "comedy/variety special" called "NFL All-
Star Comedy Blitz." Sprint and DirectTV have already signed
as sponsors for the comedy special, and Coca-Cola and A-B
are "close to deals." Brockinton adds that Sprint, Coca-
Cola and Ford have agreed to sponsor the female targeted, "A
Woman's Touch in the NFL," which will be aired on Lifetime
on January 22 (SPORTSBUSINESS JOURNAL, 12/14 issue).
NFL'S FIVE-YEAR PACT WITH NIELSEN SPORTS: BRANDWEEK's
Terry Lefton reports that the NFL "exercised an option" and
signed a new five-year deal with Nielsen Sports Marketing
Service for "audience and sports-marketing information."
Nielsen Sports Marketing is the three-year old unit of
Nielsen Media Research (BRANDWEEK, 12/14 issue).
