The NFL is dropping its ban on energy drink advertising, another domino to fall as the league opens up more and more categories that were once considered problematic. The policy will permit energy drink ads on NFL owned-and-operated media and during NFL broadcast windows on rightsholder networks, as well as team-owned media. A one-year trial run would pave the way for a permanent change if all goes well, sources said. The change, which was driven by the team headed by NFL Exec VP/Partnerships & CRO Renie Anderson, would be limited to advertising. The sponsorship category would remain closed. Unlike other categories that have had restrictions dropped lately, the immediate revenue-generating capability of energy drinks is not obvious. Monster Energy and Red Bull historically have relied heavily on individual athletes and content producers, particularly in action sports. The NFL must approve any ads in advance, and the permission only applies to energy drinks regulated as food and beverage products -- not dietary or nutritional supplements. Additionally, spots must not claim or imply that the product enhances athletic performance or depict/imply the mixing of energy drinks with alcohol. Furthermore, any company that produces any product containing NFL-banned substances cannot advertise energy drinks.
