NFL plans TV ad drive for Superbowl debut

The National Football League (NFL) is to invest millions of pounds in a marketing campaign to increase the audience of its flagship Super Bowl event for its first UK terrestrial screening in five years. The move marks the first occasion that the NFL has marketed itself with above-the-line advertising.

The body for the sport – known as American Football in the UK – is hoping to recapture the popularity it enjoyed in the Eighties when players such as William “The Refrigerator” Perry became well-known figures.

The NFL is searching for an advertising agency and a media agency to run a campaign across TV, print and outdoor. A decision on the agencies will be made shortly.

This year’s event, Super Bowl XXXVII will takes place in San Diego and will be broadcast on Five and Sky Sports Extra. Five has also allocated prime-time slots to Super Bowl programming in the week running up to event.

The Superbowl is the biggest sporting event in the US and accounts for some of the world’s most expensive ad slots.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now