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NFL plans $50M “Back to Football” campaign

The Columbian
Published: August 31, 2010, 12:00am

NEW YORK (AP) — The NFL plans to welcome the start of its regular season next week with a $50 million “Back to Football” ad campaign.

The effort aims to keep up last year’s record TV ratings and improve its value to sponsors.

The league is running ads on NBC, CBS and ESPN — which all broadcast its games — promoting “Back to Football,” and the networks are using the slogan, too.

Retailers Kohl’s, Dick’s and Old Navy are also running promotions and featuring NFL merchandise.

NFL Chief Marketing Officer Mark Waller says the NFL wants the season’s start to be as strong as its finish, which is marked by the Super Bowl.

This year’s Super Bowl became the most-watched event in U.S. television history.

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