Projects

NFL Play Football

NFL Punt, Pass and Kick
No grassroots program in our country has higher name recognition than Punt, Pass and Kick. Premier Sports was hired by the NFL in the ‘90s to help develop and manage the re-launch of the popular youth program under the league’s ownership. We started with a roll-out test program in five NFL markets, pouring hours of research, strategy and grassroots execution into the program. The results were astounding. It quickly went nationwide and, with Premier Sports playing a key role, the program evolved into a national phenomenon. For the next eight years, Premier Sports helped build the program into a giant – from youth fields across America, to NFL stadium events, to the nationally-televised National Finals at the NFL Pro Bowl. We were key architects in building a program that today boasts more than three million participants annually.


NFL Flag
On the heels of the wild success of PPK, the NFL then launched the next piece of the Play Football campaign. With the goal of getting a football in the hands of as many youth nationwide as possible, the NFL Flag program was born. It provided, for the first time, an organized flag football league structure on a national scale for both boys and girls. Using our experience and contact base, Premier Sports procured host organizations to form leagues and provided them with training and resources to implement a successful program. The result is that football is now being played by a record number of kids ages 5-17.

The Objective

  • Solidify NFL’s future fan base by increasing youth participation in football while providing significant marketing value to key league sponsors.

The Players

  • National Football League (rights holder, client)
  • Gatorade (sponsor – PPK)
  • Nike (sponsor – NFL Flag)
  • NFL Teams (league affiliates)
  • Youth Organizations (local event hosts)

Our Role

  • Help NFL strategically develop structure and implementation process
  • Identify youth sports organizations by NFL market, then train and oversee execution
  • Negotiate media partnerships in each city/region for advertising/promotion
  • Generate publicity per market
  • Sponsorship activation, promotions
  • Manage game-day Team Championships at NFL stadiums
  • Coordinate National Finals with NFL and television network

The Results

  • Built programs from scratch and reached millions of youth nationwide
  • Set the standard for pro league sanctioned youth skills competitions
  • Successfully linked NFL to hundreds of youth sports organizations

 

Photos and Video