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April, 14th 2008

Reebok, EA Sports, Hummer, Nike and ESPN are among the NFL's marketing and media partners "on the clock" to support the league's two-day draft at Radio City Music Hall, New York, April 26-27. The NFL has pushed hard in recent years to shorten its offseason and to make the college draft more of a marketing, media and fan event. The strategy has proven to be very successful. "We want to continue to grow our out-of-season business, moving the emotional start of the [NFL] season from August to April," said John McMahon, director of NFL marketing at Reebok, Canton, Mass. "April is a time of hope and optimism for NFL fans. Every team is 0-0. The authentic Reebok NFL draft hat has become that symbol of hope in that respect." Reebok will run a 30-second spot, "Hibernation," via mcgarrybowen, New York, through draft weekend on ESPN and NFL Network.
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source: Brand Week
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