The NFL has officially launched its new ad campaign with NFL free text ads for all of its games.
The ads feature NFL players, coaches, and coaches coaches, along with their families, on-field action, and a range of other storylines.
The ad campaign, which begins airing Monday night and runs through September, marks a significant evolution for the league.
In the past, the league has relied on its broadcast partners to market its free-to-air programming.
The partnership has been fraught with controversy and resulted in some ads that had content that was deemed too offensive or inappropriate for broadcast.
The new campaign is a response to that.
NFL commissioner Roger Goodell has said the league will “continue to work collaboratively with our partners to ensure we provide an inclusive and culturally sensitive experience for our fans and partners,” according to a statement provided to The Verge.
The league’s new ad is an attempt to create a “greater connection” between the broadcast partners and viewers, said NFL Vice President of Brand Marketing and Communications David Schulman.
“With this campaign, we’re trying to put the focus on our fans as well as the fans of the players, and our fans of coaches and coaches’ families,” he said.
“It’s an opportunity to create something that’s really meaningful and unique.”
Goodell said the goal of the new ad was to create “a more welcoming environment for our viewers” and to “create a deeper connection with our audiences.”
The new ad will feature a range, including a young child wearing a “We’re going to play” hat, a woman playing soccer, and an older woman wearing a T-shirt with the NFL logo.
“We hope that viewers will notice that the advertising is different,” Goodell said.
The NFL is also launching a new social media campaign.
It’s also rolling out new features in an effort to build a more engaged fan base.
For example, the new ads will feature “the most powerful platform in sports” for NFL fans.
It will feature an exclusive live stream of all of the games every week starting with the Thanksgiving game on Nov. 3, according to the statement.
The social media campaigns are a response “to the tremendous success of the free ad campaign that we launched last season,” Goodell added.
The NBA and NFL are the only two leagues to have ever launched ad campaigns in 2017.
In 2016, the NFL launched a social media ad campaign called “Free Text” that was a response of the backlash that the NFL received after it was found to have a “systematic” and “unfair” practice of censoring certain speech.
The commissioner’s office said it was an attempt at “dramatically reducing the negative effects of the NFL’s digital-only and mobile-only policies and practices.”
The NFL ad campaign is the latest step in the NFL to improve its free advertising strategy.
Earlier this year, the team announced it was creating a new digital strategy that would feature “ad-free content,” including live-streaming video, and will focus on reaching young audiences.
“This will be the most significant evolution of our free-content strategy in years, and we are very excited to get the message out to our fans that we are committed to building a stronger brand, building a better experience for them and their families and creating a better fan experience,” Schulmans statement said.