Football season is almost here, and this year seems to be shaping up to be quite different in terms of the advertisement department, with 28 new advertisers coming aboard for 2022 that have never before bought time in the Fox NFL games. But not just that, Ford has punted away its sponsorship, and GMC was quick to claim the spot as the new title sponsor.
GMC NFL Title Sponsor: Details
Ford has served as the title sponsor for the network’s noon pregame show of Fox NFL Sunday for the better part of two decades, but that’s no longer the case starting this year. The reasoning behind this change is due to the company’s recent move to split itself into an electric division and a traditional gas-powered unit. This change has completely altered its marketing strategy, and as a result, the manufacturer of F-150 pickups punted away its sponsorship. This means we won’t be hearing Denis Leary talking about aluminum-alloy bodies and government five-star ratings. Instead, we’ll have the definitive voice of Will Arnett, who will certainly be hyping up Super Cruise, the Sierra AT4X, and all-new GMC Canyon.
GMC alone spent $247 million on measured media in the pre-pandemic year of 2019, according to Katar Media estimates. So it’s likely we’ll see some form of a spendy budget by way of commercials for the pregame show. While it’s definitely a great play from General Motors as it’ll get more of a spotlight on GMC vehicles, it’s unclear how much this will affect Ford F-150 sales in the United States.
With millions of viewers watching every NFL football game, seeing a sexy new GMC Sierra or Canyon on the TV will no doubt boost sales as the looks and capability etch their way into the eyes of football fans across the country.