NFL Adds OMD to Media Agency Roster Without a Review

Havas Media handles the league's digital and shopper marketing accounts

A person holding a football and the OMD logo on the right.
OMD's addition to the NFL's media roster comes before preseason kickoff begins.
Getty Images, OMD

The NFL will kick off its upcoming season with a new media agency partner.

The league has drafted Omnicom Media Group’s OMD to its media agency roster without a review, sources knowledgable about the account confirmed to Adweek. The agency will be responsible for handling media buying and planning for the league’s games. Havas Media will handle media buying and placement for the NFL’s digital and shopper account. A source close to the matter characterized the move as the NFL transferring the majority of the account from Havas to OMD.

OMD deferred to the client for comment. The NFL and Havas Media have yet to respond to requests for comment.

The move comes as the NFL kicks off its preseason tonight with the 2019 Pro Football Hall of Fame Game and ahead of the 100th anniversary of the league, which began on August 20, 1920. Last December, the NFL sent its creative account to 72andSunny, following a review, which reportedly initially included over a dozen agencies and ended a decade-long relationship with Grey.

The NFL spent just over $57 million in measured marketing in 2018 and around $14.5 million in the first quarter of 2019, according to Kantar Media. In 2017, the league spent $68 million.

OMD will be responsible for managing over $200 million in media placement that the NFL receives from its media platform partners, according to a source with knowledge of the league’s partnerships with those organizations.

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