The US National Football League’s (NFL)
decision to allow adverts for hard liquor is “welcome news”, according to the Distilled
Spirits Council. Last week, the
American football league changed its advertising policy and will now allow its
TV partners to air spirits commercials. Adverts
will last no longer than 30 seconds, must include a “prominent” social
responsibility message, and cannot target underage drinkers. Television networks will only be allowed to
broadcast four ads per game, and will be limited to two per quarter or during
half time. It
will be the first time spirits producers will be given access to game time
advertising spots in what has otherwise been an almost exclusively
beer-dominated arena.
While the move
is a “one-season test” for 2017, it is expected to become permanent, a report in The Wall Street Journal. “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,” Distilled Spirits Council President & CEO Kraig R.
Naasz said. “Adult fans realize alcohol
is alcohol, and our responsible spirits sports marketing has been met with
broad public acceptance.”
Several spirits brands already sponsor or back NFL
teams.
Big beer
dominates alcohol advertising and sponsorship in the NFL. AB InBev, especially
with its Bud Light brand, is the league’s official beer sponsor and partner of
the majority of the teams, while Miller/Coors is also a key advertiser. One concession to the inclusion of spirits
advertising during games is that the brewers will now be able to advertise
their ‘flavored malt beverages’ for the first time – products such as Bud
Light’s ‘Lime-A-Rita’ – but they will also be governed by the rules that cover
spirits. So far
there does not appear to be any indication that any of the drinks giants has
been chosen as an ‘official partner of the NFL’, presumably leaving the way
clear for the likes of Pernod Ricard, Diageo, Bacardi and Beam Suntory to
jockey for position. Advertising in the
NFL does not come cheaply, a 30-second spot during the Super Bowl now costs
over US$5 million. The companies in
question are not tight for money, all of them command multi-billions worth of portfolios,
spirits consumption is growing in the US and as the NFL is the most-watched
pro-sport in the US and with growing following around the world. The UK, Germany, Australia and Mexico in
particular – one can be sure the opportunity hasn’t passed the big spirits producers.
