To spearhead the latest wave of its ‘Salute To Service’ initiative for Veterans Day 2019, the NFL rolled out a hero television commercial called ‘Letters’ featuring some of the sport’s biggest stars – such as Patrick Mahomes, Matt Ryan, Drew Brees and Khalil Mack – writing letters in tribute to local members of the US military.
This 11 November segment of #SaluteToService, based around the idea that The idea is that it is their bravery and commitment to service which allows game days on Sundays to happen, sees the players pen letters to local based soldiers, sailors and members of the air force to express their gratitude toward veterans and their devotion towards protecting our country.
The campaign is supported by individual team/player-specific social spots amplified across each franchise’s own digital and social channels and backed by the players’ personal platforms.
These include YouTube videos from the Seattle Seahawks, the New York Giants, The Chicago Bears, the Kansas City Chiefs and the New Orleans Saints.
An additional phase of the initiative invites football fans from across the country encouraged to write their own letters and notes to thank our veterans for their service and the NFL promotes these fan tributes across the league’s platforms led by a bespoke ‘Salute To service’ digital hub at http://www.NFL.com/Salute.
Fans are encouraged to ‘Join The Salute’ and get involved through social media and on the initiative’s digital platform by sharing a message to and a picture of the active duty or veteran military members to honour and the hashtag #SaluteToService.
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As well as spreading the patriotic military message nationwide, since it started in 2011 the league’s ‘Salute To Service’ programme has donated more than $34,000,000 to its military non-profit partners (including the Pat Tillman Foundation, TAPS, USO, Wounded Warrior Project and the Bob Woodruff Foundation) to fund programs and provide resources that positively impact veterans and active duty military members and their families.
There is no doubt that there is deep sincerity in much of this creative, yet some may feel that the power of these emotional tributes is somewhat tainted by the complex and controversial relationship between the NFL (as well as other leagues) and the US military.
The NFL’s support of the US armed forces and military causes tends to reinforce the idea that its players are warriors and that professional football is patriotic (and that the US military loves football).
It may well still be the case that the Super Bowl is one of the biggest days on the calendar for US military men and women deployed around the world, but the relationship isn’t quite what it was a few years ago.
On-field events recognizing military service members – ranging from limited edition clothing and products, ceremonial first pitches, honour and colour guard ceremonies, jumbotron tributes, military flyovers, flag unfurlings, soldier salutes, on-pitch family experiences, hometown heroes programmes, ticketing initiatives, recruitment and enlistment campaigns and (interestingly) national anthem performances – have been common at US professional sports events for decades.
Much of the public assumes these league, team and player tributes are authentic, genuine and heartfelt, but often it they are directly paid for by the Department of Defense – with tax dollars footing the bill.
Leading to accusations of paid for patriotism and even national brainwashing?
In 2015 a Senate led report found that the US Department Of Defence paid $53m of taxpayer money to pro sports leagues (including the NFL, MLB, NHL, NBA and MLS) to promote the military through armed forces tributes.
This and the subsequent publicity and criticism led to the NFL’s 2016 decision to return the annual $723,734 it was paid by the Defense Department to honour the military at games.
Links:
NFL Salute To Service
NFL
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