In a change of its advertising policy, the NFL will allow its television partners to accept commercials for distilled spirits in the upcoming 2017 season, according to a memo reviewed by The Wall Street Journal.
The NFL said it will accept no more than four 30-second hard liquor spots per game with a limit of two such spots in any quarter or during halftime. In addition, the networks airing the matchups—ESPN, Fox, CBS and NBC—can run two spots in pregame and postgame programs.
The ads have to include a “prominent social responsibility message” and can’t have a football theme or target underage drinkers.
The NFL confirmed the policy change. While described as a one-season test, the policy is expected to become permanent, an NFL executive said.
Over the past 10 years, sports leagues have expanded aggressively into wooing new advertisers and league sponsors to bring in more revenue from companies beyond the traditional beer brands, car makers and financial services firms.
But the ban on spirits had held firm amid concerns of associating hard liquor with famous football players in front of young fans. Broadcasters and other professional sports leagues started easing into accepting ads from spirits brands several years ago.
Hard liquor companies spent roughly $411 million on U.S. ads last year, estimates Kantar Media.
There are still several categories of advertising the NFL wants to continue to keep clear of football.