Monster.com Returns to Super Bowl in Larger NFL Deal
Monster.com will have two advertising spots in this season’s Super Bowl after an absence of five years as part of a larger multi-year National Football League sponsorship pact.
The Big Game will mark the kick-off of a yearlong campaign that will include the online job search service as a sponsor of the NFL Pro Bowl, the NFL Draft, NFL Kickoff and the league playoffs. That translates into an advertising presence and the license to use the NFL shield logo in its marketing.
One of the two 30-second Super Bowl spots will include an NFL-themed promotion intended to drive traffic to monster.com.
“Monster continues to seek creative and innovative ways to reach consumers and we believe this unique relationship with the NFL underscores that commitment,” said Ted Gilvar, Monster executive vice president and chief global marketing officer, in a statement.
The price for 30-second spots in the Big Game has risen considerably since Monster.com last appeared. It was approaching the $2 million range in 2004; now the spots cost $3 million apiece.
The deal makes Monster the league’s official employment services sponsor. Monster could become the official hiring service for the NFL, according to a league spokesperson, who said conversations are proceeding in that vein with the consummation of the marketing and sponsorship deal.
Details were not available about when the NFL-themed promotion during the Super Bowl would comprise.
