The NFL is "kicking off its largest advertising campaign
next week in hopes of not only winning new fans, but also selling
more NFL merchandise," according to Kevin Goldman of the WALL
STREET JOURNAL. The campaign, which is produced in-house,
includes print ads that will begin next week, followed by a TV
campaign in three weeks. The $10M blitz will be on TV in nine
NFL cities, including Boston, Chicago, Miami, San Francisco, and
St. Louis. Print ads will run in USA Today, Sports Illustrated,
Inside Sports, and Men's Journal, among other publications. The
league will push its licensed merchandise by "increasing
awareness of which products are available." There will be 30
print ads representing each NFL team, with a player and coach,
"as well as a specific piece" of licensed merchandise. The
tagline is "Pledge Allegiance," and "includes a whimsical oath by
an unnamed fan" to their team. Another campaign targeting
children six to 12 years old is also scheduled to begin shortly
with the tagline: "Play Football." The NFL also plans to have
their site on the World Wide Web up and running by opening
weekend (WALL STREET JOURNAL, 8/24).
