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Spirits Ads Set To Air During NFL Games During Upcoming Season

June 5, 2017

Spirits marketers will be allowed to advertise their brands during National Football League games on a limited basis beginning with the upcoming 2017 season. The NFL will permit its television partners to air up to four spirits ads per game, with no more than two ads appearing in a given quarter or during halftime. The ads cannot feature a football theme and must have a prominent social responsibility message.

While beer has long dominated beverage alcohol sports advertising, spirits—whose U.S. ad spend totaled $411 million last year, according to Kantar Media—have been increasing their presence. Wine marketers have also gotten into the act, most notably Deutsch Family Wine & Spirits’ Yellow Tail brand, which recently became the first wine brand to advertise during the Super Bowl in nearly 40 years.

The Distilled Spirits Council of the U.S. applauded the change in NFL policy, with president and CEO Kraig Naasz noting, “This is welcomed news but not too surprising given spirits companies have partnered with individual NFL teams, and other major professional sports leagues began accepting spirits advertising more than a decade ago. Adult fans realize alcohol is alcohol and our responsible spirits sports marketing has been met with broad public acceptance.” —Daniel Marsteller

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