The NFL is "looking to trumpet" the start of its '97
season through "marketing tactics" including partnerships
with Miller Brewing, Warner Music Group, Kmart and USA
Today, according to Jeff Jensen of AD AGE. The league is
"branding" its Labor Day opening weekend as "Kickoff '97,"
with its activities to include a Miller-sponsored NJ beach
party that "could be a multimarket program next year." In
early September, the NFL will launch its in-house ad
campaign with the "Feel the Power" tagline (AD AGE, 8/18).
LIGHTS, CAMERA, ACTION: Jensen notes the league's
"other projects" include NFLP joining with Warner Music to
create a music video supporting "The Lonesome Kicker," a new
song from comedian Adam Sandler. The video will hit MTV at
the end of August. The NFL is also offering "creative
assistance and handling product placement" for Walt Disney's
"The Field-Goal Kickin', Garbage-Pickin' Pittsburgh
Phenomenon," starring Tony Danza, to be shown on ABC's
"Wonderful World of Disney." No air date has been set.
Other promos include having Kmart "adorn" its 2,200 stores
with "Kickoff '97" signage, while USA Today will also place
"Kickoff '97" signage on 35,000 newspaper boxes. The NFL
will also offer an "adfree" 24-page preview of the upcoming
season to kids called "Play Football: Kickoff '97." More
than 1.5 million copies will be issued as inserts to "Disney
Adventures" and "SI For Kids" next month, and as a stand-
alone at Toys "R" Us (ADVERTISING AGE, 8/18 issue).
