[OLD HEAD]

September 2008

NFL: America’s Choice

The National Football League is America's most popular sports league, comprised of 32 franchises that compete each year to win the Super Bowl, the world's biggest annual sporting event. Founded in 1920, the NFL developed the model for the successful modern sports league, including extensive revenue sharing, competitive excellence, strong franchises across the board, and national distribution. The NFL is the industry leader on a wide range of fronts. Business Week magazine calls the NFL "one of America's best-run businesses."

OVERVIEW
I. Television
II. Popularity/Surveys
III. Attendance/Blackout Lifts
IV. Sponsorship/Consumer Products
V. Online/Fantasy Football/Video Games
VI. Female Fans (And Children Too)
VII. Super Bowl Popularity/Event Entertainment
VIII. Youth Football
IX. NFL Charities
X. Quotable (What They Are Saying About the NFL)

I. TELEVISION
Televison Viewership
IN 2007…
• NFL games on broadcast TV (CBS, FOX and NBC) averaged 16.6 million viewers (up
two percent from 2006). On cable, NFL games on ESPN averaged 11.2 million viewers
and 4.6 million viewers on NFL Network.
• Super Bowl XLII is the most-watched program ever (148.3 million total viewers). The 17
most-watched programs in TV history are all Super Bowls.
• Super Bowl XLII was watched in 223 countries and territories in 30 languages.
LAST SEASON…
• 35 NFL games during the 2007 season would rank among prime time’s five mostwatched
May 2008 season/series finales in total viewers (up from 33 such games in 2006
and 13 in 2005).
• 6 of the 7 Most-Watched Shows Last TV Season Were NFL
Games
10 MOST- WATCHED PROGRAMS OF 2007-08 TV SEASON, 9/6/07-5/28/08
Program Average Viewers
1. FOX Super Bowl XLII (Giants-Patriots), 2/3/08 97.5 million
2. FOX NFC Championship Game (Giants-Packers), 1/20/08 53.9 million
3. CBS AFC Championship Game (Chargers-Patriots), 1/20/08 44.8 million
4. FOX NFC Divisional Playoff (Giants-Cowboys), 1/13/08 40.1 million
5. American Idol (season premiere), 1/15/08 34.7 million
6. NFL Network Saturday Night Football (Patriots-Giants), 12/29/07 34.5 million
7. CBS Sunday National (mostly Patriots-Colts), 11/4/07 33.8 million
8. American Idol (season finale), 5/21/08 32.5 million
9. Academy Awards, 2/24/08 32.3 million
10. American Idol, 1/16/08 32.0 million
Source: NFL, Nielsen Media Research, 9/6/07-5/28/08, Live+7

RECORD LOCAL RATINGS IN 2007

NFL games topped the weekly local ratings a record 86 percent of the time in 2007 – topping the mark set last year (80 percent). In addition, NFL games led the ratings in all 30 NFL markets in four weeks this season. A local-market sweep was reached only once prior to 2007 (Week 17 in 2003).

COMPARATIVE RATINGS NOTES…

NFL REGULAR SEASON vs. PRIME TIME BROADCAST TV

NFL games on CBS, FOX and NBC averaged 16.6 million viewers – a record 91
percent higher than the average primetime viewership among the four major overthe- air networks (8.7 million average on ABC, CBS, FOX, NBC).
By Widest Margin Ever….In Ratings & Viewership

NFL HAS EDGE ON BROADCAST PRIMETIME
AVERAGE VIEWERS
NFL on Broadcast NFL
Broadcast Primetime % Advantage
2002 Avg. Viewers 15.8 million 10.3 million 52%
2003 Avg. Viewers 15.5 million 9.9 million 56%
2004 Avg. Viewers 15.4 million 9.8 million 57%
2005 Avg. Viewers 15.6 million 9.7 million 61%
2006 Avg. Viewers 16.3 million 9.8 million 66%
2007 Avg. Viewers 16.6 million 8.7 million 91%
Source: NFL & Nielsen Media Research. NFL regular season on Broadcast
television
(CBS, FOX & NBC…ABC prior to 2006). Broadcast primetime on BIG 4
networks (ABC, CBS, NBC & FOX) all programs, NFL regular season dates
used.

AVERAGE RATINGS
NFL on Broadcast NFL
Broadcast Primetime % Advantage
1998 HH Rating 11.3 8.3 36%
1999 HH Rating 11.4 8.2 39%
2000 HH Rating 10.7 7.8 37%
2001 HH Rating 10.1 7.3 38%
2002 HH Rating 10.4 6.9 51%
2003 HH Rating 10.3 6.5 58%
2004 HH Rating 10.1 6.4 58%
2005 HH Rating 10.1 6.3 60%
2006 HH Rating 10.4 6.3 65%
2007 HH Rating 10.4 6.0 86%
Source: NFL & Nielsen Media Research. NFL regular season on Broadcast television
(CBS, FOX & NBC…ABC prior to 2006). Broadcast primetime on BIG 4 networks (ABC,
CBS, NBC & FOX) all programs, NFL regular season dates used.

NFL VS. ENTERTAINMENT PROPERTIES
Super Bowl and Conference Championships compared to entertainment properties.
• Average Rating/Viewers for Each Event’s Most Recent Airing
Program Rating Avg. Viewers
Super Bowl XLII (Feb. 2008) 43.2 97.5 million
NFC Championship Game (Jan. 2008) 29.0 53.9 million
AFC Championship Game (Jan. 2008) 25.7 44.8 million
2008 Academy Awards, 2/24/08 18.7 32.0 million
2007 Golden Globes, 2/15/07 13.2 20.0 million
2008 Grammy Awards, 2/10/08 10.3 17.2 million
2007 Emmy Awards, 9/16/07 8.4 13.0 million
Source: NFL & Nielsen Media Research, most recent event airing
NFL VS. OLYMPICS
Four games from the 2007 NFL season bested the most watched night of the 2008 Beijing
Olympics (Opening Ceremonies). The NFL had eight games last season (three regular season, four playoff, and Super Bowl XLII) average more than 30 viewers compared to five such telecasts for the 2008 Summer Olympics.
• NFL & Beijing Olympics Telecasts Averaging 30 Million Viewers

Telecast.. Average Viewers
FOX Super Bowl XLII (Giants-Patriots), 2/3/08 97.5 million
FOX NFC Championship (Giants-Packers), 1/20/08 53.9 million
CBS AFC Championship (Chargers-Patriots), 1/20/08 44.8 million
FOX NFC Divisional (Giants-Cowboys), 1/13/08 40.1 million
NBC Beijing Opening Ceremonies, 8/8/08 34.9 million
NFL Network Sat Night (Patriots-Giants), 12/29/07 34.5 million
NBC Beijing Olympics, 8/12/08 34.0 million
CBS Sunday National (mostly Patriots-Colts), 11/4/07 33.8 million
NBC Beijing Olympics, 8/10/08 32.3 million
NBC Beijing Olympics, 8/16/08 31.6 million
CBS AFC Divisional (Jaguars-Patriots), 1/12/08 30.9 million
CBS Regular Season (Steelers-Patriots) 12/9/07 30.3 million
NBC: Beijing Olympics – 8/11/08 30.2 million

NFL 2007 TV RECAP

MORE THAN 226 MILLION AMERICANS
WATCHED NFL GAMES
VIEWERSHIP UP 3 PERCENT, RATINGS UP 1 PERCENT FROM 2006
NFL VIEWERSHIP RECORD 91 PERCENT HIGHER
THAN OTHER PRIMETIME PROGRAMMING
NFL GAMES ARE TOP 2 AND 5 OF TOP 9
MOST-WATCHED SHOWS ON WEEKLY BASIS
INDIVIDUAL NFL GAMES ARE TOP 4 & 7 OF TOP 8 NETWORK
BROADCASTS; TOP 13 CABLECASTS
Football fans across America continued to tune their televisions to NFL games in large and growing numbers in 2007. According to Nielsen Media Research, 226 million Americans (up from 222 million in 2006 and 195.8 million in 2005) watched NFL games in 2007. That’s 100 million more Americans than voted in the 2004 Presidential Election (122.3 million).
NFL viewership across all five television partners averaged 15.0 million viewers per game -- a three percent increase from 2006 (14.5 million) and the highest since 1999 (15.1 million). The average game rating of 9.4 was up one percent from 2006 (9.3) and the highest since 2003 (9.5).

More 2007 NFL TV highlights:

• For the entire TV season, NFL games rank at the top of weekly programs in
average viewership with the top 2 and 5 of the top 9 programs on network
television (chart below). In addition, NFL games and pre- and postgames
account for the top 8 (and 9 of the top 10) programs among men 18-49 (chart below).
• In terms of individual (single day) broadcasts, NFL games account for the top four and seven of the top eight shows on broadcast TV this season (chart below).
• CBS had its most-watched season since it began broadcasting AFC Sunday
afternoon games in 1998. FOX had its most-watched season since 1995.
• NFL games on ESPN accounted for the 13 most-watched basic cable programs this TV season (chart below).
• NFL Network’s eight Thursday and Saturday Night Football games ranked as the top-rated show of the day among all programs on ad-supported cable networks.
All 16 of NFL Network’s games dating to 2006 have earned cable’s top rating for the night.
• 2007 NFL national games on NBC, CBS (Sunday national & Thanksgiving) and
FOX (Sunday national & Thanksgiving) averaged a 12.0 rating which exceeds
playoff broadcast averages for other sports: 2008 NBA Playoffs (3.7 rating) &
NBA Finals (9.3 rating) on ABC; 2007 MLB Playoffs (6.0 rating) & 2007 World
Series (10.6 rating) on FOX.
• For the first time since 1987, three games topped the 30-million viewer
mark – Patriots-Giants (34.5 million), Patriots-Colts (33.8 million) and Steelers-Patriots (30.3 million). Those three telecasts are the only three telecasts this television season to reach 30 million viewers. There were four such contests in 1987.
• NFL Network’s Patriots-Giants Dec. 29 telecast was the first in league history to
air on three networks nationally with simulcasts on CBS and NBC and local over the- air partners WWOR in New York, WCVB in Boston and WMUR in
Manchester. The game drew 34.5 million viewers, was the most-watched show since the Academy Awards on Feb. 25 (40.2 million viewers) and the mostwatched NFL regular-season game since Thanksgiving 1995 (Chiefs-Cowboys on NBC, 35.7 million viewers).
• ESPN’s Patriots-Ravens telecast on Dec. 3 was the most-watched show in cable history with 17.5 million viewers.
• NFL Network’s Packers-Cowboys telecast on Nov. 29 earned a 14.6 coverage area rating – the highest such rating on ad-supported cable since November 1993 (18.1 rating for CNN’s Larry King Live: Al Gore-Ross Perot debate).
• CBS’ Nov. 4 Patriots-Colts game was watched by 33.8 million viewers, ranking as the most-watched Sunday NFL regular-season game since at least 1987
(Nielsen Media Research viewership numbers unavailable prior to that date).
• NFL games topped the weekly local ratings a record 86 percent of the time in 2007 – topping the mark set last year (80 percent). In addition, NFL games led the ratings in all 30 NFL markets in four weeks this season. A local-market
sweep was reached only once prior to 2007 (Week 17 in 2003).
Following are last Fall’s top network television weekly programs nationally in average total viewers:

Network..Program.. Viewers

1. CBS Sunday National Game 22.3 million
2. FOX Sunday National Game 22.2 million
3. Dancing With The Stars 21.2 million
4. Dancing With The Stars Results 19.2 million
5. Desperate Housewives 16.9 million
6. CSI 16.8 million
7. FOX Sunday Single Game 16.5 million
8. CBS Sunday Single Game 16.3 million
9. NBC Sunday Night Football 16.0 million
10. House 14.6 million

Following are last Fall’s top 10 weekly programs on network television in a key demographic (avg. rating):
Men 18-49
Program Rating
1. FOX Sunday National Game 11.5
2. CBS Sunday National Game 11.1
3. NBC Sunday Night Football 8.7
4. FOX Sunday Single Game 8.5
5. CBS Sunday Single Game 8.2
6. FOX Sunday Regional Game 6.1
7. The OT (FOX NFL Postgame) 5.9
8. NBC Sunday Night Pre-Kick 5.8
9. Family Guy 5.5
10. CBS Sunday Regional Game 5.3

Broadcast Notes:
Regional -- First window of a doubleheader
National -- Second window of a doubleheader
Single -- Only window on network not airing doubleheader that week.
Source: NFL, Nielsen Media Research, 9/6/07-12/31/07

Following are the 10 most-watched TV shows from last Fall:
Program (Game) Viewers

1. NFL Network Saturday Night Football (Patriots-Giants), 12/29 34.5 million
2. CBS Sunday National (mostly Patriots-Colts), 11/4 33.8 million
3. CBS Sunday National (mostly Steelers-Patriots), 12/9 30.3 million
4. CBS Sunday National (mostly Patriots-Cowboys), 10/14 29.1 million
5. CSI (season premiere), 9/27 25.4 million
6. FOX Thanksgiving Day (Packers-Lions), 11/22 25.3 million
7. FOX Sunday National (mostly Cowboys-Giants), 11/11 25.1 million
8. CBS Thanksgiving Day (Jets-Cowboys), 11/22 25.0 million
9. Dancing with the Stars Results Show (finale), 11/27 24.9 million
10. Dancing with the Stars (performance finale), 11/26 24.5 million
Source: NFL, Nielsen Media Research, 9/6/07-12/31/07

Following are the 10 most-watched basic cable shows from last Fall:
Program, Date Viewers
1. ESPN Monday Night Football (Patriots-Ravens), 12/3 17.5 million
2. ESPN Monday Night Football (Packers-Broncos), 10/29 14.0 million
3. ESPN Monday Night Football (Dolphins-Steelers), 11/26 13.1 million
4. ESPN Monday Night Football (Cowboys-Bills), 10/8 13.0 million
5. ESPN Monday Night Football (Bears-Vikings), 12/17 12.8 million
6. ESPN Monday Night Football (Colts-Jaguars), 10/22 12.5 million
7. ESPN Monday Night Football (Patriots-Bengals), 10/1 11.8 million
8. ESPN Monday Night Football (Redskins-Eagles), 9/17 11.6 million
9. ESPN Monday Night Football (Bengals-Ravens), 9/10 11.1 million
10. ESPN Monday Night Football (Titans-Saints), 9/24 10.8 million
Source: NFL, Nielsen Media Research, 9/6/07-12/31/07

…AND THE STRONG RATINGS CONTINUED INTO THE PLAYOFFS
NFL PLAYOFF RATINGS TOP OTHER SPORTS’ CHAMPIONSHIP SERIES

Most Recent Postseason Rating Averages, By Sport

Sport.. Average Rating.. Avg Viewers

2007 NFL Playoffs* 19.5 33.0 million
2007 World Series 10.6 17.1 million
2008 NBA Finals 9.3 15.0 million
*does not include Super Bowl XLII
NFL Wild Card games ranked as the 4 most-watched programs that week
NFL playoff games accounted for the 4 most-watched programs on television that week.

Most-Watched Shows on Television, Week of Dec. 31, 2007-Jan 6, 2008

Program.. Average Viewers
1. CBS AFC Wild Card Playoff (Titans-Chargers) 26.6 million
2. NBC AFC Wild Card Playoff (Jaguars-Steelers) 25.7 million
3. NBC NFC Wild Card Playoff (Redskins-Seahawks) 23.0 million
4. FOX NFC Wild Card Playoff (Giants-Bucs) 23.0 million
5. Desperate Housewives 19.8 million
6. 60 Minutes 18.2 million
7. Law & Order 13.5 million
8. Deal or No Deal 13.4 million
9. CSI 13.3 million
10. Extreme Makeover: Home Edition 12.6 million
Source: NFL & Nielsen Media Research

NFL Divisional Playoffs ranked as the 4 most-watched programs that week
NFL playoff games accounted for the 4 most-watched programs on television that week.

Most-Watched Shows on Television, Week of Jan. 7-13, 2008
Program.. Average Viewers
1. FOX NFC Divisional Playoff (Giants-Cowboys) 40.1 million
2. CBS AFC Divisional Playoff (Chargers-Colts) 31.6 million
3. CBS AFC Divisional Playoff (Jaguars-Patriots) 30.9 million
4. FOX NFC Divisional Playoff (Seahawks-Packers) 28.2 million
5. BCS Championship Game (Ohio State vs. LSU) 23.1 million
6. Terminator: Sarah Connor (Series Premiere) 18.4 million
7. CSI 18.2 million
8. Grey’s Anatomy 17.7 million
9. Comanche Moon 15.8 million
10. Law & Order: SVU 15.2 million
Source: NFL & Nielsen Media Research

AFC & NFC CHAMPIONSHIP GAMES
• The 2007 AFC & NFC Championship Games averaged 49.8 million viewers –
marking the most watched NFL Championship weekend in 13 years (49.9 million
in January 1995). The 2007 average viewership is up 10 percent from last
season (45.0 million viewers).
• The New York Giants-Green Bay Packers NFC Championship Game on FOX
drew 53.9 million viewers to rank as the most watched non-Super Bowl program
on television since the series finale of Seinfeld 10 years ago (76.3 million on
May 14, 1998).
• The NFC Championship Game posted a 15 percent viewership increase over last year’s AFC Championship Game, which was also played at 6:30 PM ET. The San Diego Chargers-New England Patriots AFC Championship Game on CBS drew 44.8 million viewers, a three percent increase over last year’s NFC
Championship Game, also played at 3:00 PM ET.

SUPER BOWL TV RATINGS HISTORY

AVG TOTAL*
SUPER BOWL HOMES VIEWERS P2+

BOWL.. Season.. Date.. NET RATING SH (000) (millions) TEAMS

I 1966 Jan 15 1967 CBS 22.6 43 12,410 39.9 GB/Kansas City
I 1966 Jan 15 1967 NBC 18.5 36 10,160 35.6 GB/Kansas City
II 1967 Jan 14 1968 CBS 36.8 68 20,610 51.3 GB/Oakland
III 1968 Jan 12 1969 NBC 36.0 70 20,520 54.5 NY JETS/Balt
IV 1969 Jan 11 1970 CBS 39.4 69 23,050 59.2 KC/Minn
V 1970 Jan 17 1971 NBC 39.9 75 23,980 58.5 BALT/Dallas
VI 1971 Jan 16 1972 CBS 44.2 74 27,450 67.3 DALLAS/Miami
VII 1972 Jan 14 1973 NBC 42.7 72 27,670 67.7 MIAMI/Wash
VIII 1973 Jan 13 1974 CBS 41.6 73 27,540 63.2 MIAMI/Minn
IX 1974 Jan 12 1975 NBC 42.4 72 29,040 71.3 PITT/Minn
X 1975 Jan 18 1976 CBS 42.3 78 29,440 73.3 PITT/Dallas
XI 1976 Jan 09 1977 NBC 44.4 73 31,610 81.9 OAK/Minn
XII 1977 Jan 15 1978 CBS 47.2 67 34,410 102.0 DALLAS/Den
XIII 1978 Jan 21 1979 NBC 47.1 74 35,090 96.6 PITT/Dallas
XIV 1979 Jan 20 1980 CBS 46.3 67 35,330 97.8 PITT/LA Rams
XV 1980 Jan 25 1981 NBC 44.4 63 34,540 94.1 OAK/Phil
XVI 1981 Jan 24 1982 CBS 49.1 73 40,020 110.2 SF/Cin
XVII 1982 Jan 30 1983 NBC 48.6 69 40,480 109.0 WASH/Miami
XVIII 1983 Jan 22 1984 CBS 46.4 71 38,880 105.2 LA RAIDERS/Wash
XIX 1984 Jan 20 1985 ABC 46.4 63 39,390 115.9 SF/Miami
XX 1985 Jan 26 1986 NBC 48.3 70 41,490 127.1 CHI/New England
XXI 1986 Jan 25 1987 CBS 45.8 66 40,030 119.7 NYG/Den
XXII 1987 Jan 31 1988 ABC 41.9 62 37,120 114.6 WASH/Denver
XXIII 1988 Jan 22 1989 NBC 43.5 68 39,320 110.8 SF/Cin
XXIV 1989 Jan 28 1990 CBS 39.0 63 35,920 109.0 SF/Den
XXV 1990 Jan 27 1991 ABC 41.9 63 39,010 112.1 NYG/Buff
XXVI 1991 Jan 26 1992 CBS 40.3 61 37,120 119.7 WASH/Buff
XXVII 1992 Jan 31 1993 NBC 45.1 66 41,990 133.4 DALLAS/Buff
XXVIII 1993 Jan 30 1994 NBC 45.5 66 42,860 134.8 DALLAS/Buff
XXIX 1994 Jan 29 1995 ABC 41.3 62 39,400 125.2 SF/San Diego
XXX 1995 Jan 28 1996 NBC 46.0 68 44,110 138.5 DALL/Pitt
XXXI 1996 Jan 26 1997 FOX 43.3 65 42,000 128.9 GB/New England
XXXII 1997 Jan 25 1998 NBC 44.5 67 43,630 133.4 DEN/Green Bay
XXXIII 1998 Jan 31 1999 FOX 40.2 61 39,992 129.2 DEN/Atl
XXXIV 1999 Jan 30 2000 ABC 43.3 63 43,618 132.0 STL/Tenn
XXXV 2000 Jan 28 2001 CBS 40.4 61 41,270 132.8 BALT/NYG
XXXVI 2001 Feb 3 2002 FOX 40.4 61 42,664 133.0 NE/St. Louis
XXXVII 2002 Jan 26 2003 ABC 40.7 61 43,433 138.9 TB/Oak
XXXVIII 2003 Feb 1 2004 CBS 41.4 63 44,908 144.4 NE/Car
XXXIX 2004 Feb 6 2005 FOX 41.1 62 45,081 133.7 NE/Phil
XL 2005 Feb 5 2006 ABC 41.6 62 45,850 141.4 PITT/Seattle
XLI 2006 Feb 4 2007 CBS 42.6 64 47,480 139.8 INDY/Chi
XLII 2007 Feb 3 2008 FOX 43.1 65 48,655 148.3 NYG/NE

RATING is a percentage of all TV Households watching the
Super Bowl
SHARE is a percentage of all Households Using TV watching the Super
Bowl
Super Bowl winner in ALL
CAPS
* TA P2+ 1967-1992 calculated:HH TA x P2+ VPVH, 1993 to present pure
P2+TA
** TA P2+ 1998-2006 calculated in NPower, and includes VCR adjustment in the calculation.

II. Popularity/Surveys

SURVEY SAYS:

THE HARRIS POLL: NFL CONTINUES 43-YEAR RUN AS MOST POPULAR SPORT

Equals Next 3 Pro Sports Combined
For more than four decades, according to The Harris Poll, the NFL has been the most popular sport in America. This year, professional football is the favorite sport of as many people (30 percent) as the combined total of the next three professional sports – baseball (15 percent), auto racing (10 percent) and hockey (five percent).
In addition, pro football has gained in popularity more than any other sport over the past 20 years…with a six percent increase in popularity over those two decades (from 24 percent to 30 percent). Those are among the findings of the latest annual Harris Poll on American attitudes toward sports. Pro football moved ahead of baseball as the fans' favorite for the first time in 1965. Following are the five most popular sports according The Harris Poll:

Sport.. Percent of Fans Citing as Favorite
Pro Football 30%
Baseball 15%
College Football 12%
Auto Racing 10%
Men’s Pro Basketball 5%
Source: The Harris Poll, February 2008


III. Attendance/Blackout Lifts

ATTENDANCE

NFL Attendance Sets Record in 2007
Total Paid Attendance (Regular Season + Postseason)
2007 18,137,224 **NFL Record
2006 18,116,430
2005 17,814,708
2004 17,789,776
2003 17,719,130
2002 17,615,254
2001 16,933,163
2000 17,196,421
1999 17,000,399
1998 16,187,758
1997 15,769,193
**The 17,345,205 tickets sold to the NFL’s 256 regular-season games in 2007
represented paid attendance at more than 90 percent of capacity.
Record For Average Attendance Also Set in 2007…
Paid attendance for NFL regular-season games set a record for the fifth consecutive year, with an average 67,755 per game. The previous record was set in 2006 when an average of 67,738 tickets per game was sold for NFL regular-season games.
BLACKOUT LIFTS
SEASON % NUMBER LIFTED, NUMBER OF GAMES
2007 96% 246-256
2006 97% 249-256 **RECORD** (entire week sold out 13 of 17 times)
2005 95% 244-256 (includes lifts for all Saints games)
2004 88% 226-256
2003 90% 230-256
2002 90% 230-256
2001 84% 209-248
2000 86% 213-248
1999 84% 209-248
1998 75% 181-240
1997 66% 158-240
1996 68% 162-240
1995 67% 161-240
1994 65% 145-224
1993 67% 140-210
1992 68% 152-224
1991 67% 150-224
1990 61% 136-224
1989 62% 138-224
1988 60% 135-224
1987 STRIKE YEAR
1986 58% 131-224
1985 56% 126-224
1984 53% 118-224
1983 54% 121-224
1982 STRIKE YEAR
1981 71% 160-224
1980 65% 146-224
1979 60% 135-224
1978 50% 110-224
1977 44% 86-196
1976 44% 86-196
1975 41% 75-182
1974 47% 86-182
1973 60% 109-182

IV. Sponsorship/Consumer Products
SPONSORSHIP
Following are the most recent NFL sponsorship agreements with blue chip companies:
December 2000 – NFL signs 10-year deal with Reebok to manufacture and sell NFL licensed
merchandise, including uniforms, sideline apparel, footwear and the NFL Equipment apparel line.
November 2002: NFL signs a 5-year extension with Motorola
March 2002: NFL signs a 5-year deal with Coors
March 2002: NFL signs a 5-year deal with Pepsi
October 2002: NFL signs multi-year deal with Masterfoods (Snickers)
December 2002: NFL signs a 5-year extension with DIRECTV for satellite exclusivity for distribution of NFL Sunday Ticket
July 2003: NFL signs multi-year deal with Bayer and GlaxoSmithKline
July 2003: NFL signs multi-year deal with IBM
July 2003: NFL signs multi-year deal with FedEx
September 2003: NFL signs a 6-year extension with MBNA for credit card rewards program
December 2003: NFL signs 5-year extension with Footlocker.com to produce NFL Shop site/catalog
December 2003: NFL signs 7-year deal with Sirius (satellite radio package)
January 2004: NFL signs 6-year extension with Visa
February 2004: NFL signs 8-year extension with Gatorade
April 2004: NFL signs 7-year extension with Pepsi
April 2004: NFL signs 3-year extension with Campbell’s
August 2004: NFL signs 3-year extension with Canon
August 2004: NFL signs 3-year extension with Southwest Airlines
October 2004: NFL signs with Ameriquest Mortgage Company
May 2005: NFL signs multi year deal with Burger King
July 2005: NFL signs multi-year deal Proctor & Gamble’s Prilosec
August 2005: NFL signs 5-year wireless content & sponsorship deal with Sprint
September 2005: NFL signs multi-year extension with Coors
October 2005: NFL signs 2-year deal with Samsung (official HDTV)
August 2006: NFL signs multi-year extension with FedEx/Kinko’s
September 2006: NFL signs multi-year extension with IBM
September 2006: NFL signs 5-year extension with Motorola
October 2006: NFL signs 2-year sponsorship deal with State Farm
January 2007: NFL signs multi-year sponsorship deal with The Home Depot
August 2007: NFL signs multi-year extension with Samsung (official HDTV)
August 2007: NFL signs multi-year sponsorship deal with Bank of America (official bank)
October 2007: NFL signs multi-year deal with Bridgestone (official tire)
November 2007: NFL signs multi-year deal with Expedia (official travel sponsor)

CONSUMER PRODUCTS
• NFL has top 3 and 7 of 10 most popular teams in terms of merchandise owned Among People Who Own Clothing with Pro Team Logos,
They Own These Teams Most
Team.. Fans Owning Merchandise
Dallas Cowboys 10.1 Percent
Pittsburgh Steelers 8.1
Green Bay Packers 7.0
New York Yankees 6.4
Boston Red Sox 5.1
Chicago Bears 5.0
Indianapolis Colts 5.0
Philadelphia Eagles 4.5
New England Patriots 4.5
Los Angeles Lakers 4.5

Source: ESPN Sports Poll, 2007

V. Online/Fantasy Football/Video Games
INTERNET TRAFFIC
• NFL Internet Network, featuring NFL.com & team websites, has helped grow brand & fan popularity.
• NFL topped internet traffic among all sports leagues, according to Comscore
MediaMetrix.
NFL Internet Network vs. Other Sports Leagues
For the year, the NFL Internet Network was the most visited among all sports league sites. Following is
the average monthly traffic among sports leagues during the NFL season and for the year:
Website Avg. Unique Users, Sept.-Dec. 2007 Avg. Monthly Unique Users, 2007
NFL Internet Network 17.8 million 12.2 million
MLB.com 9.8 million 10.3 million
NBA Internet Network 4.4 million 4.7 million
NASCAR 3.2 million 3.7 million
NHL Network 2.6 million 2.3 million.

Source: comScore Media Metrix, January-December 2007

NFL TOPS AMONG FANTASY SPORTS
According to ESPN Sports Poll, more fantasy players played NFL fantasy games than any other sport.
In Which Type of Fantasy or Rotisserie League Games Have You Participated in The Past 12 Months?
NFL 71.8%
MLB 24.1%
NBA 11.5%
NASCAR 6.4%
Golf 3.2%
NHL 2.8%
Soccer 2.6%
Source: ESPN Sports Poll, Jan.-Oct. 2007

TIME LOST AT WORK AS RESULT OF FANTASY FOOTBALL COULD COST EMPLOYERS AS MUCH AS $1.1 BILLION PER WEEK

According to a report by global outplacement consultancy Challenger, Gray & Christmas, Inc., as a result of time spent on fantasy football, the cost to employers for paying unproductive workers could be as high as $1.1 billion each week of the National Football League’s 17-week season.
Source: Challenger, Gray & Christmas, Inc., August, 2007

VI. Female Fans (And Children Too)
WOMEN ARE HUGE NFL FANS
SURVEY SAYS:

NFL Is Favorite Spectator Sport Among Women
The Harris Poll asked women to name their favorite spectator sport. NFL football was tops
among women and exceeded the combined total of the next three professional sports leagues (MLB, NASCAR and the NBA). Following are the most popular spectator sports among women (Harris Poll, September 2004).

"WHICH SPORT IS YOUR FAVORITE?"
RK.. SPORT.. U.S. WOMEN
1) NFL 30%
2) MLB 14%
3) College Football 10%
4) NASCAR 8%
5) NBA 7%
• 375,000 women attend NFL games each weekend
• More than 45 million women watch NFL games each weekend
• More than 1 million girls annually participate in NFL Pepsi Punt, Pass & Kick
• More than 10,000 women annually attend NFL 101 Workshops for Women (which covers life in
the NFL, the history of football, strategy, equipment and officiating).
MORE WOMEN WATCH THE SUPER BOWL THAN THE ACADEMY AWARDS
• More women watched Super Bowl XLII (69.7 million) than total viewers
watched the 80th Annual Academy Awards in 2008 (64.2 million).

SUPER BOWL (2/3/08) versus ACADEMY AWARDS (2/24/08)
Total Oscars Audience: 64,182,455
Among Total Females 2+ Among Total W18-34
Super Bowl XLII: 69,748,749 Super Bowl XLII: 16,158,249
2008 Academy Awards: 38,124,714 2008 Academy Awards: 7,780,127
SB Advantage: +83% SB Advantage: +108%
Among Total W18-49 Among Total W25-54
Super Bowl XLII: 34,218,052 Super Bowl XLII: 33,216,602
2008 Academy Awards: 17,132,733 2008 Academy Awards: 17,931,432
SB Advantage: +100% SB Advantage: +85%
Source: NFL & Nielsen Media Research, February 2008, Viewers based on Total Audience (TA%)

KIDS ARE MORE LIKELY TO WATCH NFL ON TELEVISION
& OWN NFL MERCHANDISE
CHILDREN (AGE 7-11) ARE MORE LIKELY TO WEAR NFL MERCHANDISE
Percentage of children age 7-11 who own clothing related to a league or sport:
NFL 33%
MLB 26%
College Football 20%
NBA 20%
College Basketball 12%
NASCAR 11%
MLS 10%
NHL 9%
Extreme Sports 9%
Pro Wrestling 9%
CHILDREN (AGE 7-11) ARE MORE LIKELY TO WATCH THE NFL ON TV
Percent of children age 7-11 who watch particular sports on TV:
NFL 67.3%
MLB 60.9%
NBA 58.0%
College Football 54.6%
College Basketball 51.0%
Extreme Sports 49.4%
MLS 42.0%
Nascar 41.2%
Pro Wrestling 40.6%
Pro Golf 34.8%
AFL 31.6%
WNBA 31.6%
NHL 30.9%
Source: ESPN Sports Poll, Jan.-Dec. 2007

VII. Super Bowl Popularity/Event Entertainment
SUPER BOWL FACTOIDS
• More people watched Super Bowl XL (141.4 million viewers) than voted in the 2004 Presidential
election or went out to celebrate New Year’s Eve.
• There are 7.5 million parties on Super Bowl Sunday, with 43.9 million party-goers (National
Retail Federation)
• 1.5 million TV sets will be sold the week leading up to Super Bowl (National Retail Federation)
• Sales of big screen TVs show fivefold increase during Super Bowl week (National Electronic Dealers Association)
• Super Bowl is top at-home party event of year, ahead of New Year’s Eve (Hallmark Cards, Inc.)
• Average Number of Attendees for a Super Bowl party is 17 (Hallmark)
• Super Bowl Sunday is the second-largest day of food consumption behind Thanksgiving (American Institute of Food Distribution)
• On Super Bowl Sunday, Americans consume 8 million pounds of guacamole (California Avocado Commission)
• Antacid sales increase 20 percent the day after Super Bowl (7-11 stores)
• Super Bowl weekend is the slowest weekend for weddings (multiple sources)
• Estimated 14,500 tons of chips and 4,000 tons of popcorn eaten on Super Bowl Sunday

(multiple) ENTERTAINERS REAP BENEFITS OF PERFORMING AT NFL EVENTS
This week the group (Tom Petty & the Heartbreakers) finds itself at the summit of Billboard's Top Pop Catalog chart with its "Greatest Hits," which shot up 196 percent in the week following the Super Bowl with sales of 33,000, according to Nielsen SoundScan. The band's "Anthology: Through the Years" jumped 240 percent to 7,000, taking the No. 6 spot on the same chart.
But that's just the tip of the iceberg. Petty collects his biggest trophy this week for halftime show entry "Free Fallin"': The track shifted 63,000 digital copies, a gain of 305 percent, and bows at No. 10 on Hot Digital Songs. "I Won't Back Down," "American Girl" and "Runnin' Down a Dream," which made up the rest of Petty's halftime set, all registered similarly notable climbs in the digital realm (REUTERS, 2/16/08).
Following Paul McCartney’s Super Bowl XXXIX halftime show, “products bearing his name were flying off the shelves at Amazon.com." Sales ranks for his CDs’ “All the Best” and “Wingspan” jumped from 3,115 to 331 and 1,060 to 144, respectively (PHILADELPHIA INQUIRER, 2/9/05).

VIII. Youth Football
YOUTH FOOTBALL IS TOPS ON THE AGENDA…
NFL YOUTH OUTREACH PROGRAMS
NFL Youth Football Fund:
• The NFL Youth Football Fund is a $175 million nonprofit foundation run by the NFL and the NFL Players
Association to support youth development and ensure the future health of the game.
NFL Grassroots Program:
• Goals of the program are to provide nonprofit, neighborhood-based organizations with financial and
technical assistance to improve the quality, safety, and accessibility of local football fields.
• Partnership with the Local Initiatives Support Corporation.
• Grants up to $200,000 are available for capital improvement projects
• NFL also works with its member clubs to support local field construction and renovation projects initiated
by teams in their home cities.
• Program has donated more than $20 million to rebuild more than 150 athletic fields in more than 40 cities.
NFL ATLAS and ATHENA High School Steroid Education Program:
• To combat the use of steroids and human growth hormone at the high school level, the NFL Youth Football
Fund supports Oregon Health and Science University's ATLAS and ATHENA educational training programs for implementation in high schools nationwide
• The NFL ATLAS and ATHENA program will reach 36,000 high school athletes and 1,200 coaches in 80
high schools during the 2008-2009 school year
• ATLAS and ATHENA are nationally-acclaimed, gender-specific programs designed to promote healthy
living and reduce the use of steroids and other drugs among male and female high school athletes

NFL FLAG Football:
• More than 115,000 boys and girls ages 5-17 in all 32 NFL cities and throughout the country play in NFL FLAG football leagues.
• Leagues run year-round and are organized through local youth organizations and independent leagues.
• Requires minimal equipment and offers young players non-contact involvement with football. Registered
leagues receive NFL team identified flag jerseys, flag belts and footballs.
• There are twelve regional NFL FLAG tournaments held around the country during October.
• Winning teams from each regional tournament advance to the NFL FLAG National Tournament of Champions in November, which is televised from DISNEY’S WIDE WORLD OF SPORTS ® Complex in Orlando, Florida.
• It is also an international program, with leagues in Canada, Mexico, Japan, Europe and Asia.
NFL Girls Flag Football Program:
• This initiative allows the NFL to assist female flag football players, ages 14-17, in developing flag football
as a high school sport for females nationwide.
• The NFL identified the top ten US cities with the highest concentration of recreational girls flag football
participation and selected one female player from each city to serve as a pioneer/ambassador for the program.
• Each "pioneer" will champion this initiative by working with their respective high school athletic directors to pilot a girls flag football program in each school.
• Participating cities include: Glendale, AZ; San Jose, CA; Fort Wayne, IN; Peabody, MA; Fallon, NV; Las
Vegas, NV; Wayne, NJ; Charlotte, NC; Levittown, PA; and Austin, TX.
• The NFL will help subsidize the program in the above-mentioned cities by providing flag football equipment (flag belts and footballs) as well as coaching and officiating manuals for every high school that
agrees to pilot a girls' flag football program during the 2008-09 academic year.

NFL Pepsi Punt, Pass & Kick:
• The NFL Pepsi Punt, Pass & Kick (PP&K) program is a national skills competition for boys and girls ages
8-15. Participants are given the opportunity to compete separately against their peers in punting, passing
and place kicking.
• More than 4 million boys and girls participate each season from July through January.
• Thousands of schools have added PP&K to their physical education curriculums.
• One of the country’s largest youth sports participation programs and is also the oldest, dating back to 1961.
NFL Player Development Programs:
• The NFL Player Development programs are offered to two different youth levels.
• The NFL Junior Player Development program is geared toward boys aged 12-14.
• Participants receive instruction at each football position as well as counseling through a lifeskills/ character-development curriculum.
• The NFLHS Player Development program provides inner-city, public high school sophomores through seniors with on-field training, as well as an equal emphasis on what it takes to become a successful studentathlete at the collegiate level.

USA Football
• USA Football serves as the national governing body for youth, high school and amateur football. The
organization promotes youth participation in football as a means of promoting youth character
development, citizenship and sportsmanship both on and off the field.
• USA Football also provides resources focused on youth league enhancement, coaching education,
officiating development and health and safety awareness.

IX. NFL Charities
NFL Charities’ Mission:
NFL Charities, founded in 1973, is a non-profit organization created by the member clubs of the National Football
League to enable the teams to collectively make grants to charitable and worthwhile causes on the national level.
Since its inception, NFL Charities has granted over $110 million to more than 300 different organizations, and
sustained a number of recognition awards on behalf of the NFL.
NFL Charities’ primary funding categories include:
• Sports-related medical research studies
• Player foundation grants in support of the philanthropic work of current and former NFL players
• Youth health and fitness initiatives as well as educational programs with our national partners
• Supplementing the charitable activities of our 32 member clubs
• Financial assistance to former NFL players who are in need
Medical Research Grants
NFL Charities allocates $1.5 million annually in grants for medical research in areas including sports injury
prevention, innovations in injury treatment, and other related issues that affect the health and performance of athletes.
Player Foundation Grants
NFL Charities awards $1 million in grants each year to further the charitable efforts of current and former NFL players who have established non-profit organizations of their own. In 2007, NFL Charities funded 77 player
foundations. Each year, a select number of foundations who perform extraordinary charitable services are recognized with Player Impact Grant Awards and receive maximum funding.
Youth Health and Fitness
A rise in obesity rates among today’s youth as well as the decline of physical education programs in schools across the country has prompted the NFL to take a leadership role in the movement to get youngsters physically fit. In
October 2007, the NFL launched Play 60, a national youth health and fitness campaign focused on increasing the health and wellness of young fans by encouraging them to be active for at least 60 minutes a day.
NFL Play 60 brings together the NFL’s long-standing commitment to health and fitness with an impressive roster of partner organizations who all work to make the next generation active and healthy. In addition to its national reach
through PSAs and online programs, Play 60 is also implemented at the grassroots level through NFL's in-school, after-school and team-based programs such as What Moves U.
Youth Education Towns
NFL Youth Education Towns (YETs) are education and recreation centers constructed in Super Bowl host cities that
serve as a lasting legacy of each game. With each Super Bowl, the NFL donates $1 million towards YET development in an underserved area of that city. Presently, there are 14 YETs operating in 11 cities. The 15th YET,
currently under construction in the Pro Bowl host city of Honolulu, is scheduled to open in conjunction with the 2009 Pro Bowl.
NFL Charities allocates $500,000 annually towards YET programming. Meeting the league-wide commitment to youth health and fitness, in 2008 these funds went to installing interactive video technology fitness systems in every YET.
Walter Payton NFL Man of the Year
The prestigious Walter Payton NFL Man of the Year Award is unique among NFL honors. It is the only award that recognizes a player for outstanding community service activities as well as for excellence on the field. Renamed in
1999 after legendary running back Walter Payton, the award has been given annually since 1970. Past winnersinclude many of the league’s greatest players, 13 of whom are in the Pro Football Hall of Fame. In 2008, JasonTaylor earned this honor.
Retired Players Assistance
NFL Charities supports the NFL Players Association’s Player Assistance Trust (PAT) through an annual grant of $1.25 million. In addition, one-quarter of the on-field fine money collected each year from NFL players is donated
through NFL Charities to the Players Assistance Trust. In total, nearly $2 million was donated from NFL Charities to the Players Assistance Trust in 2007 to support retired players who have fallen on hard times.
Military Support/USO
Over the past four decades, NFL stars like Johnny Unitas, Joe Namath, Franco Harris, Archie Manning, Jerome Bettis and Will Shields have visited troops on NFL-USO tours in Afghanistan, Bosnia, Iraq, Japan, Korea, Kuwait,
and Somalia.
In March, 2008, defensive ends Louis Castillo and Mike Rucker, defensive tackle Tommie Harris, and Sports Illustrated/NBC Journalist Peter King teamed up to meet and greet the troops at U.S. military bases in Afghanistan
and Kyrgyzstan during a 9-day goodwill tour.
United Way
The 2008 - 2009 NFL season marks the 35th year of collaboration between the National Football League and the United Way. Together, the NFL and the United Way have changed the landscape of corporate/non-profit community
partnerships.
During its long partnership, over 1,000 NFL-United Way television messages have aired during NFL games, making it the longest-running public service ad campaign in television history. These public service announcements reach
more than 120 million viewers per week via airtime furnished by the NFL at no cost to the United Way. With help from the NFL, United Way fundraising has soared from $800 million to more than $4 billion.
Team Program Grants
NFL Charities supports its member clubs’ community initiatives by providing $1.5 million in grants annually. The grant dollars go towards the national initiatives of the league that are implemented by the teams in their local markets. The team program grant money generally focuseson the NFL’s movement to make youth active and healthy.

X. Quotable (What They Are Saying About the NFL)

QUOTABLE

“John McCain’s speech will immediately follow one of the largest television events of the calendar year [NFL Kickoff Game],” said McCain spokesman Tucker Bounds. – (Wall Street Journal, 8/28/08)

“NFL builds on must-see-TV rep” – (SI.com headline on story detailing best Divisional Playoff viewership in 12 years, 1/08)

"The NFL is the king of the road in licensed sports merchandise." – Mike May, Sporting GoodsManufacturers Association spokesman (Milwaukee Journal Sentinel, 12/24/07).

“There is a covenant between the NFL and America, a relationship that has endured for the better part of 87 years. The pact a simple one: The players play, the coaches coach, and the nation loves, honors and cherishes the game - through the scouting combines and organized team activities. Through the stifling heat of training camp and into foul weather in November and December. From the unpredictable road to the Super Bowl to the ‘Wait until next year’ April draft, ask any orange-and-blue face-painted, cheeseheaded, spiked shoulder- padded denizen of the Black Hole, or anywhere else across the country,and they'll sing out with all their body and soul. Football is king.” – (Denver Post, 9/6/07)

“Nothing in sports seduces Americans the way the National Football League does… If it seems as if the NFL is bigger, better, smarter and more relevant, that's only because it is.” – (Washington Post, 9/5/07)

“In what has become a scattered television universe, with more channels and more choice, the NFL is the only sure sporting bet on American television. Everything else fights for its place…The big four isn't so big anymore. It's the big one.” – (Toronto Sun, 6/10/07)

“Today’s world will not shrink the Super Bowl, but it has shrunk the stature of conceivable competitors – and the will of advertisers to match event-TV with event-ads as they do in the first week of February.” – (Business Week, 1/15/07)

“No competitive endeavor, not even women's figure skating once every four Februarys, can overtake the NFL Playoffs.” – (Washington Post, 1/9/07)

“In an age of limitless distractions and short attention spans, the seemingly endless desire for anything pertaining to professional football has reached obsessive heights...used to be people went to the movies to escape reality, to be entertained for a few hours. Now they watch football.” – (Seattle Post-
Intelligencer, 9/19/06)

“According to USA Today, ticket sales for movies in the U.S. declined sharply on NFL Kickoff Weekend, falling 45% from the previous weekend and 30% from the same weekend last year. "The opening weekend of the National Football League season typically is a tough one for studios," the newspaper
wrote.” (USA Today, 9/11/06)

“We are Bored Sports Nation. Other than football, nothing can keep our attention” – (Philadelphia Daily News, 2/17/06)

"When it comes to corporate entertaining, the Super Bowl is in a league of its own” – Craig Erlich, president of Star Trax Corporate, a Southfield. Mich. event planning and entertainment company (Detroit News, 1/15/06)

“The event defies all trends of audience fragmentation.” – Washington Post, 1/14/06

“The Super Bowl is a huge, rocket shot of creativity for a day with a tremendous amount of viewership.” – Bill Cella, CEO of Magna Global, which buys advertising time (USA Today, 1/6/06)

“The Super Bowl in the end has an engagement value that is second to none.” – Ed Erhardt, ad sales president for ESPN and ABC Sports (USA Today, 1/6/06)

“You have to have a product or a service that scales to the constituents. The Super Bowl is one of those properties that do a very important thing in capturing the population and the imagination all in one. It
scales, it has lean-forward interest, it’s a sought-after event. And the advertising is as heralded as the game itself. It’s an experiential marketing event.” – OMD East Managing Director Mark Stewart (Ad Age,
12/9/05)

“Move over summer, the NFL is back, primed for another season at the forefront of American pop culture.” – Rocky Mountain News writer Clay Latimer (Rocky Mountain News, 9/8/05)

“It is the richest and most highly rated professional league in the United States and has become a major force in popular culture, with its imprint stamped on video games, music and fashion.” – Washington Post
writers Mark Maske and Leonard Shapiro (Washington Post, 9/8/05)

“I think the game in some ways sums up the American experience. I think a lot of people see their daily lives and the history of the country in the NFL because the game is also linked to the personality and attitude of the country. There’s a high degree of teamwork, an emphasis on toughness,” said Neal Pilson, former president of CBS Sports and now a sports TV consultant. (Washington Post, 9/8/05)

“The Super Bowl is the only event that can take over any city and stop everything that is going on. It’s going to be nonstop action. It’s going to be like no other event,” said Robert Tuchman, President of TSE
Sports & Entertainment, a New York-based event planner. (Detroit Free Press, 9/8/05)

“The NFL cuts across all demographics for an advertiser. More and more companies are realizing they can reach their core consumers by being involved with the NFL,” said Reed Bergman, CEO of Playbook, Inc., a sports marketing firm. (Arizona Republic, 9/4/05)

“The NFL has a mass appeal that’s just unprecedented. No one gets the masses of human beings to pay attention like they do,” said Whitney Wagoner, industry analyst and instructor at Warsaw Sports Marketing
Center at University of Oregon. (Arizona Republic, 9/4/05)

“As the old television universe disintegrates into hundreds of channels, and viewers shift time slots and skip commercials at will, the Super Bowl is one event that still puts the mass in mass marketing.” (WallStreet Journal, 1/24/05)

“There is no more mainstream advertising vehicle in the United States than the Super Bowl." -- Matt Ferguson, Careerbuilder.com chief executive (Wall Street Journal, 1/17/05)

“[The NFL is] perfect for television, the bible of life in America. It’s almost as if TV were invented for football” – San Francisco Chronicle columnist Ron Kroichick (San Francisco Chronicle, 9/12/04)

“The Super Bowl is bigger than television,” said Ray Warren, managing director of Omnicom Group’s OMD, typically the largest buyer of ad time which bought 20% of the game. “The game is a national holiday. It’s the only place to put 100 million people in front of a commercial.” (Advertising Age, 1/12/04)

"Anything with the NFL logo works. Any NFL programming succeeds." Chicago Sun-Times columnist Jay Mariotti on NFL Network, (ESPN's Around the Horn, 11/4/03)

“The NFL is the undisputed champion of American professional sports.” (Orange County Register, 11/2/03)

"They understand that they're in the event and entertainment business," said David Carter, principal of the Los Angeles-based Sports Business Group. "It just so happens that what they're producing is a football game. They make every game a happening. They have managed to brilliantly weave in pop culture.
Brands at that level that don't constantly refine their approach to business have someone catch up with them." (Orange County Register, 11/2/03)

Tom McGovern, director for sports marketing at OMD in New York, a unit of the Omnicom Group: "The beauty of the Super Bowl is that it hasn't been impacted by the erosion of viewership and ratings that has affected the rest of television. The ability to reach half the population at one time is still there." (New York Times, 11/3/03)

News Corp. President of Sales John Nesvig: “No product sells itself, but time on NFL games comes close.” (Bloomberg News, 7/31)

“The NFL is the most recession-proof of major sports,” said John Mansell, a senior analyst at market researcher Kagan World Media. “The American public has an insatiable appetite for football.” (Bloomberg News, 7/31)

“The good thing about the NFL is that it covers all demographic groups,” said Jon Boscia, Lincoln (Financial) National Corp. Chair & CEO (Philadelphia Inquirer, 8/3).

“The Super Bowl is uniquely American. For us, it is the biggest show in America,” said Mark LaNeve,Cadillac general manager Super Bowl exposure sparks a buzz that can generate positive word-of-mouth response among consumers for weeks. (San Diego Union Tribune)

“The Super Bowl is for the big and those just hitting it big,” said Michael Sievert, AT&T Wireless CMO.

Football is our sport, and the Super Bowl is our national holiday.
San Diego Union Tribune

For the one day that is Super Bowl Sunday, your color and ethnicity and religious beliefs and everything else that separates different factions of society is all forgotten. For those few hours, it’s just the entire
world watching our game. How cool is that? San Diego Union Tribune

The Super Bowl has become the closest thing sports has given us to a national holiday, the Great American Spectacle, the one Sunday every year when the country comes to a near halt and revolves
around the NFL’s championship game. San Diego Union Tribune

The NFL once again finds itself in a post-Super Bowl glow, knowing it’s the king of American sports and the greatest made-for-television programming since the sitcom. Chicago Sun Times

The four biggest holiday celebrations in the United States are Thanksgiving, Christmas, New Year’s Day and the Super Bowl.Washington Post

"The Super Bowl is by far the biggest sporting event in the country. It always has and always will be for the rest of my lifetime. The NCAA basketball tournament is a distant second." -- Michael Wilbon on ESPN’s Pardon the Interruption

It’s the sports championship game with the Roman numerals, which separates it from all other title games and conjures up images of gladiators ready to battle. It’s the biggest single-day sporting event – the Super Bowl. And everybody wants a piece of the action. New York Newsday

Super Bowl XXXVII matches Oakland and Tampa Bay on Sunday at Qualcomm Stadium, where you will again witness America’s devotion to a league and its game, one whose season peaks at winter’s inception. San Diego Union Tribune

Super Bowl Sunday is not just about the game. Much of the fun is in the commercials, the halftime show, the parties and the chance to get together with friends to yell at the TV. Vibe

“Football is definitely America’s favorite sport. The Super Bowl is a spectacle, a big event that we cherish.” Bob Costas

“We have very few events that transcend most of the fragmenting parts of the world. The Super Bowl is one of them.” Dr. Jay Coakley, professor of sociology at the University of Colorado at Colorado Springs
“It’s interesting how important football, and specifically the Super Bowl, has become to our society.”
Dr. Jay Coakley
“People all over the world are attracted to events that endorse a sense of ‘we-ness.’ We love big events like the Super Bowl. We are constantly looking for a connection with each other based on the notion of
nationhood. It is an opportunity for us to gather as one.”
Dr. Jay Coakley