Ford Begins Activating Behind NFL Sponsorship With Award, Ads

Ford Trucks has signed a three-year league sponsorship and will activate its new "Official Truck of the NFL" designation by linking the strength, performance and durability of its trucks with the NFL's top offensive lines. The lead activation platform will be the "Ford Tough Offensive Line of the Week" recognition, which will culminate in an Offensive Line of the Year that will be awarded at NFL Honors during Super Bowl week.

Ford also will have dedicated ads supporting the sponsorship, including one Ford VP/U.S. Marketing, Sales & Service Mark LaNeve said should be ready within a few weeks. Pro Football HOFer Anthony Munoz has been signed as a spokesperson for the program. Bears G Kyle Long also has signed as part of a content program for next year, where he will be helping instruct top collegiate linemen on the rigors of the NFL before they are drafted. Also planned are the Toughest Ticket and Toughest Tailgate promotions, where local dealers can tie in. LaNeve was the principal architect of the deal for Ford.

The deal includes rights for trucks, like Ford's F-150 and the Super Duty, along with its lineup of top-selling commercial vans. LaNeve orchestrated GM's NFL sponsorship deal 15 years ago, then largely supporting the Cadillac brand, when it was the official car of the Super Bowl.