These unexpectedcelebrities showing off their favorite NFL colors in a 1992 advertisingcampaign promoting Team NFL apparel were selected to appeal to a more casualsports fan. The ads below featuring Muhammad Ali, Milton Berle, KareemAbdul-Jabbar and Pete Sampras were effective in helping the league achieve itsgoal of expanding the NFL's appeal beyond its existing avid fan base. Othercelebrities in the campaign included Rachel Hunter, Kathy Ireland, OrelHirschiser, Martin Mull, Julie Brown and Gladys Knight. Burke’s efforts werethe first to aggressively brand a professional sport – more specifically toposition a pro-sport as a form of entertainment – long before becoming standardpractice among other pro leagues, networks, licensees and retailers.
Bruce Burke: Creative DirectorVictoria Eichinger: Art DirectorTimothy Greenfield-Sanders: Photography