Experts predict that the NFL will have one common advertising model similar to Nascar Racing. Within the next three years, the NFL may begin to allow advertisement on their players. The New York post is reporting that there is more than $230 million in advertising dollars is available if teams let sponsors purchase advertisement of its players.
WALKING BILLBOARD: Horizon Media analysts say that NFL players could be wearing ads in the next three to five years, which would mean players like Eli Manning would have the NASCAR look.
"Within a three-to five-year period, I would be very surprised if one of the leagues wasn't sampling [logos on jerseys] on a large-scale effort," says Horizon managing partner Michael A. Neuman.
The lure of that kind of money is especially strong now -- as the Players' Union is expected to demand a bigger share of league revenues when negotiations over a new labor agreement begin this spring.
Nevertheless, the sanctity of uniforms seems now to extend only to game day.
Over the last three years, several NFL teams have sported patch logos -- for companies including AT&T, Gillette, Sanyo and the University of Phoenix -- on practice uniforms.
The big issue will be for broadcasters, who may not take kindly to promising advertisers brand exclusivity during a game only to find out that a competitor's brand is getting repeated -- and free -- airtime because it's been stitched across the quarterback's chest.
And, says Neuman, "in-game action is completely TiVo or DVR-proof, but commercials are not."
CBS and Fox -- which carry the NFL games -- declined yesterday to make anyone available to talk about ads on jerseys.
Only Fox offered a statement. "We have not had any discussions whatsoever with the NFL regarding this matter," said a spokesman.
The entire article can be read on the New York Post Website www.NewYorkPost.com.
********New York Post. <http://www.nypost.com/p/entertainment/tv/double_coverage_zbY3Ygm8DJXcD3EF7F661M>, February 22, 2011
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