The NFL is known for being the most profitable league in American sports, and a large part of this is the revenue they gain through commercials. Given their very large television audience, and the fact that most people watch these events live, it makes for ideal commercial spots. Apparently 181 million viewers will watch games this season, making it a massive outlet.
GM and Tide have made deals with the NFL to integrate the league and its teams into elements of social media, television advertisements and product packaging. GM will use the slogan "Never Say Never" and sponsor a highlight of a comeback story from each week. Tide will feature ads with celebrities wearing their favorite team uniform looking clean and fresh after a Tide wash. More details about these campaigns can be read here.
I think this sponsorship makes a lot of sense, and it reflects a branding process by both sides that was well thought out. Both reflect the rugged, patriotic, and passionate qualities that the NFL and its fans typically embody. The fans that view these commercials are much more likely to listen and respond with a purchase behavior since they are precisely the segment that the brands seek to target. It's important that more companies use this type of analysis before buying ad space, and you don't need to be a mega corporation like GM or Proctor and Gamble to engage in it. All companies need to think more critically about the audience that their proposed advertisements and sponsorships will speak to. We will see how the Tide and GM campaigns fair, but I expect this to be a fruitful relationship for all parties, including the fans.
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