The NFL will "allow its television partners to accept commercials for distilled spirits" in '17, marking a "change of its advertising policy," according to Flint & Vranica of the WALL STREET JOURNAL. The NFL said that it will "accept no more than four 30-second hard liquor spots per game with a limit of two such spots in any quarter or during halftime." In addition, the league's broadcast partners "can run two spots in pregame and postgame programs." The ads have to "include a 'prominent social responsibility message' and can’t have a football theme or target underage drinkers." While described as a one-season test, an NFL source said that the policy is "expected to become permanent." There are still "several categories of advertising the NFL wants to continue to keep clear of football." Most prominent on its "list of 'prohibited advertising categories' are condoms and other forms of birth control." Gambling also is "still a red flag," as is marijuana. The NFL is also "worried about excessively violent movies and videogames" (WSJ.com, 6/2).
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A-B InBev pays a hefty price tag as
the NFL's official beer sponsor |
HOLD MY BEER: AD AGE's E.J. Schultz wrote liquor brands will "still be treated as second-class citizens compared with beer," as spirits ads are "prohibited from having a football theme." Sponsorships, including those that "run during programming, are prohibited." Beer brands "don't face the same restrictions." But the new NFL rules could "further weaken the upper hand in marketing that brewers once had." A-B InBev, which "pays a hefty price tag as the NFL's official beer sponsor, might have the most to lose." An A-B spokesperson in a statement said, "The NFL informed us of their decision yesterday. We plan to meet with the league to discuss the new policy in more detail." Schultz noted the beer industry "did win a key concession that will allow for flavored malt beverages to be advertised in NFL coverage," as it was "previously banned." However, an NFL spokesperson said that these ads "face the same restrictions as liquor ads" (ADAGE.com, 6/3).
CHANGING TIMES: PRO FOOTBALL TALK's Michael David Smith noted the NFL "still bans plenty of types of advertising, often for reasons that are hard to understand." However, liquor companies are "no longer considered the 'wrong' kinds of advertisers" (PROFOOTBALLTALK.com, 6/3). YAHOO SPORTS' Frank Schwab wrote while it is "not exactly a huge shock the NFL has gone down this road ... it is curious that the league is making this change at a time" when Commissioner Roger Goodell has "spoken out about marijuana" (SPORTS.YAHOO.com, 6/4).
TWITTER REAX: Minneapolis Star Tribune's Mark Craig tweeted, "NFL moves to Vegas and now will allow commercials for hard liquor! I sure hope fans don't start drinking and gambling during NFL games." Spirits writer Fred Minnick: "Watch. The Vegas Raiders will change their name to the Fighting Pappies." Former NFLer Eugene Monroe: "While the @NFL continues to deny its players healthier medicine, they increase the visibility deadly of alcohol." Wall Street Journal's Joe Flint: "No marijuana ads allowed during NFL coverage. Only thing league wants high are its punts! Here all week!" Dallas Morning News' Barry Horn: "Move over erectile dysfunction. NFL okays the hard stuff." FanSided's Damon Kecman: "Working hard to fix their image problem I see." NFL author Cian Fahey: "Celebrations. Hard liquor. Welcome back, @nfl!"
