The deal does not affect the league’s relationship with WPP Group’s Y&R or any of the agencies it currently uses, NFL spokesman Brian McCarthy said.
“For the last two years we’ve used a variety of different shops, and we’ve done a tremendous amount of work in-house as well,” Mr. McCarthy said, adding that the league is "approached by advertising and marketing shops all the time. We decided to work a little more closely with BBDO on these projects.”
BBDO referred calls to the NFL. Mr. McCarthy did not say what the projects would be, but did say that it would cover off-season and in-season marketing.
Spending not disclosed
Spending was not disclosed, but the NFL’s spending is built into its network TV deals in which it is guaranteed a certain number of spots per game.
Heading into the 2006 season this fall, the league has all its TV rights deals in place. ESPN is paying $8.8 billion over eight years for the Monday Night Football package; NBC is paying $3.6 billion over six years for Sunday night games; CBS and Fox are paying a total of $8 billion over six years for the rights to Sunday afternoon games; and DirecTV agreed to pay $3.5 billion for a five-year extension of its Sunday afternoon package that runs through 2010.
The NFL uses its spots for charitable outreach, direct-marketing advertising such as for NFL Shop, an allotment for its own NFL Network cable channel -- to which the league gave a late-season package of Thursday-Saturday games -- as well as brand and imaging spots.