The NFL Will Not Truck Your Cross-League Promotions

The Chicago Blackhawks say their internal studies show that 92 percent of their fans are also fans of the Chicago Bears, which is not a difficult thing to believe. Two teams that have the Windy City all to itself in their respective sport. Nothing potentially divisive about that.

Unless you're the NFL and you steadfastly refuse to share the cachet of your juggernaut brand with anyone else, especially if it's another professional sports league swimming far back in your wake. So dual-sport promotional spots featuring players from both teams have been nixed.

The NFL prohibits use of team marks and logos in connection with the promotion of other sports except by a three-quarters vote of the league's 32 clubs, according to NFL spokesman Greg Aiello. The league saw no gray area, which is probably why the Bears-Hawks ads were thought to be unprecedented.

"We felt it was within the framework of the spirit of what the rule was," said Scott Hagel, Bears senior director of corporate communications. "They felt differently, and we have to respect their decision."

Five commercials teaming players -- Cutler, Briggs, Devin Hester, Robbie Gould and Greg Olsen from the Bears; Toews, Seabrook, Patrick Kane, Patrick Sharp and Brian Campbell from the Hawks -- were shot at Lake Forest's Halas Hall on a rare off day shared by both teams.

Can't say that this is exactly a deviation from long-held NFL policy, one that has held them in good financial stead for some time. What makes this look like an especially draconian example is that the Blackhawks paid the full cost of the ads and were committed to coming up with the full cost of purchasing air time. In essence, this was free publicity for the NFL, which they turned down because it would also benefit someone else. But then the NFL didn't get to be the top dog by being friendly.

(H/T to Puck Daddy)

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