12 Agencies Qualify for AFL Review

NEW YORK The Arena Football League has narrowed its search for an advertising agency to 12 shops nationwide, an AFL spokesman confirmed.

The Chicago-based league, which began exploring project ideas in April, sifted through dozens of unsolicited credentials kits this summer.

Last week the league sent a request for proposal to selected agencies, the representative said. RFPs are due back next week and a decision is due by early November. The search is being conducted out of the league’s New York office, where its marketing operations are based.

It was unclear if the project is related to the league’s planned expansion. Last year 16 teams played on Sundays from February through June, the AFL’s 17th season. Expansion plans call for as many as three new teams to be added this year. One of the new franchises, the New Orleans Voodoo, is already in place. AFL games are broadcast on NBC.

The AFL spent about $4 million on advertising last year, according to TNS Media Intelligence/CMR.