STRATFORD, CT: Forty mothers in Westchester, New York are swapping
their bleacher seats for the chance to coach football in the NFL Youth
Sports Program as part of a campaign to help redefine how youth football
is played in the US.
Jacobs & Prosek Public Relations, the agency of record for NFL Youth
Sports, was involved in the creation of the program that focuses on
transforming soccer moms into football coaches. The agency will also
generate awareness and manage the pilot program.
The NFL has invested millions to fund grassroots flag football leagues
and transform the image of the professional sport to a more
family-friendly image that encourages self-esteem and life lessons.
Mothers were encouraged to apply as flag football coaches during the
fall, and classes will run through February. The class grills the
mothers on the basics of football, including learning plays, watching
games, drilling, and instruction on what makes a good coach.
"Moms are great caretakers, and what better way to improve the image of
youth sports than to make them caretakers of the game," said Maureen
O'Connell, account supervisor at Jacobs & Prosek.
The agency has already landed a piece in The New York Times about
In the summer, when the flag football season begins, the moms will be
part of an SMT that features Cincinnati Bengals great Boomer
Jacobs & Prosek is planning an event to announce the kickoff of the moms
as coaches. In addition, the agency is pursuing a relationship with the
PTA to use the group's network to promote the flag football program.
The agency has recorded some of the coaching classes and interviews with
the mothers, which will be sent to TV media.
If successful, the campaign will be rolled out to other NFL Youth Sports
programs around the country.