Sponsors Increase, Ad Sales Decrease For Coming NFL Season

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The National Football League is spending more and asking sponsors to do the same to ensure that ad revenue doesn’t get lost in the economic downturn.

The NFL’s regular season will kickoff on September 10 and the league is ramping up its efforts to give marketers a reason to advertise.

According to USA Today, the NFL and marketing partners combined will spend about $40 million, up 30 percent from last year, to promote the league’s opening weekend.

However, overall ad sales for NFL regular season games has decreased. CBS, which will broadcast Super Bowl XLIV, has indicated game sales have been sluggish, because prime-time ad sales have been slow.

“The market has moved later, because prime time moved later, but the Super Bowl is very active right now,” says LeslieAnne Wade, a CBS spokeswoman. “Deals are being made right now.”

While ad sales were good for Super Bowl XLIII – the first time 30-second ad slots were sold for $3 million – it’s unlikely that CBS will be able to increase Super Bowl prices in 2010.

But the NFL has continued to prove that advertisers still will pay a premium for games.

The National Guard, Gillette and restaurant chain IHOP signed up as NFL sponsors for the first time this year, with IHOP planning to air NFL-themed ads and introducing football-themed menu items.

General Motors, which didn’t advertise during Super Bowl XLIII after members of the U.S. Congress suggested they not do so in the wake of the $15 billion bailout of the auto industry in 2008, will return this season as an NFL sponsor.

Coors, which has been a long-time sponsor of the NFL, has invested heavily in its promotion of the league’s opening weekend.

Coors Light is currently hosting parties that, according to company spokesman Julian Green, “help us tie in to the NFL all season long.”

The NFL will continue purchase ad slots to back its own brand and properties.