The last month hasn't exactly been the greatest in terms of image for the NFL, and many in the sports business world wondered if (and when) sponsors might start to take notice. Anheuser-Busch InBev, one of the league’s largest sponsors, made waves when it first declared that it was unhappy with the league’s handling of domestic violence in the wake of the Ray Rice scandal.
Considering that the league makes somewhere between $1-2 billion in sponsorships (representing approximately 11-22% of the league’s overall revenue), that kind of sentiment from sponsors is enough to make the league (and its clubs) a little nervous.
The NFL and its teams can seemingly breathe a collective sigh of relief today, as Mophie became the first company to sign up to be a Super Bowl advertiser since the league’s troubles surrounding domestic violence began.
With the average 30-second spot for this year’s Super Bowl XLIX on NBC going for around $4 million, getting a company to buy in will hopefully re-open the floodgates for advertisers and marketers alike.
In a solid proactive and public relations based move, the NFL is also going to have some of its players appear in Domestic Violence public service announcements. The PSAs will start on October 23 and will run during all NFL games. According to USA Today, three of the first men to film their spots were Eli Manning, Mark Herzlich, and NFL Exec. VP/Football Operations Troy Vincent.
The total air time for the ads during the week of Oct. 23 is expected to be around $8 million—money the NFL is more than willing to eat in favor of this cause. The spots will also be shown on Viacom billboards in Time Square and be available on YouTube.