The NFL's New Turf On the Mall, 'Kickoff Live' Is Mixing Cola, Concerts and Controversy
By David Montgomery Washington Post Staff Writer
Picture the commissioner of a certain professional football league with a new season to kick off. And the commander of a certain mighty military with some troops to thank. And the manufacturer of a certain cola with a new flavor to unveil. And the secretary of a certain interior with some national parks to fix up.
They've all got problems to solve. Problems that could be turned into opportunities. If only they could find allies. What should they do? Let's put on our thinking caps . . .
Oh, oh! They could get together and throw a party on the Mall! Invite Britney Spears and her bellybutton! Use the Capitol as theatrical backdrop! Put Jumbotrons on the grass facing the Washington Monument! Get the troops to attend in uniform by promising them free T-shirts and proximity to the bellybutton! Show it live on prime-time television!
The result would be "NFL Kickoff Live From the National Mall Presented by Pepsi Vanilla," coming Thursday, the climax of the four-day NFL Kickoff Football Festival Presented by Pepsi Vanilla, which starts today on the Mall. The first three days of football activities on the grass, requiring a free ticket, include the Reebok "Run to Daylight," the Coors Light "Field Goal Kick" and the Pepsi Vanilla "Let It Fly." The 6 p.m. Thursday pre-game concert features Spears, Aerosmith and Mary J. Blige, with Aretha Franklin singing the national anthem. Priority concert viewing is reserved for military personnel and families, with a spotlight on veterans of GWOT -- the Global War on Terrorism. Attendance estimates range up to 300,000.
Since the season opener Thursday night between the Washington Redskins and the New York Jets at FedEx Field is sold out, after the concert you can hang out on the Mall and watch the game on the Jumbotrons.
This is synergy, baby. This week the Mall is going to be the physical incarnation of that powerful place in the American psyche where sports and war, patriotism and marketing intersect. It's going to be high-testosterone and family-friendly at the same time. Everything will be red, white and blue: the colors of the NFL and Pepsi. And it's all going to be free, courtesy of $10 million paid by the NFL and its sponsors. The money is for direct party costs and reimbursing city and federal agencies for expenses.
[rest at: <http://www.washingtonpost.com/wp-dyn/articles/A8649-2003Aug31.html>]