ITEM ONE:

LIGHTS!  CAMERA!  NFL ACTION!

It hasn’t exactly gone Hollywood, although USA Weekend in a cover story recently termed the Super Bowl and the Oscars as the “most stunning and persuasive commercials for America that our culture produces.”  But the NFL sure has had a “big screen” look to it recently.  In early March, the NFL received three Reggie Awards – more than any other organization – from the Promotion Marketing Association for its “NFL Kickoff Live In Times Square” entertainment extravaganza last September.  Then last week, it took seven ADDY Awards from the American Advertising Federation, also the most of any organization.  Those honors came for the NFL’s United Way TV campaign and its 2002 playoff spots.  Now NFL Films has been nominated for eight Sports Emmy Awards (April 21) for its production in 2002.  And just this week, the NFL and ESPN announced they will collaborate on two original, made-for-TV movies as part of a multi-year agreement.  The first film will be on the famed “Ice Bowl” 1967 NFL title game.  Finally, NFL owners this week gave final approval to the NFL Network, the league’s 24-hour all-football channel that debuts this fall.  Who knows, maybe next year, there’ll be an NFL-related Oscar!           

ITEM TWO:

JAGS BRING JUICE TO JAX

Among the reasons that Jacksonville, Florida residents say their city is better than it was five years ago is the presence of the Jacksonville Jaguars (who debuted in the NFL in 1995).  In a recent Florida Times-Union survey, 60 percent of those polled rated the city as improved.  Then in follow-up interviews, the respondents cited the Jaguars as one of the top reasons the city is better, primarily because of the higher national profile the team creates.  “We’re not being looked at as some hick town anymore,” says resident JEANETTE MUSSELWHITE.  The Jaguars “have brought a lot of economic growth to the community,” says the city’s FRED SHEPARD.  “And it’s totally a plus anytime you get a Super Bowl in a town” – which Jacksonville does on February 6, 2005 (SB XXXIX).   

ITEM THREE:

AWARDS…HONORS…AND THROWING OUT THE FIRST PITCH

It has been a gratifying month for present and former NFLers.  On March 5, it was announced that Atlanta Falcons running back WARRICK DUNN will receive the 2003 Henry P. Iba Citizen Athlete Award for his work in helping single mothers buy homes.  On March 11, AMVETS (American Veterans) announced that Pro Football Hall of Famer and former Green Bay Packers quarterback BART STARR would receive its Humanitarian Award for his lifetime of public service spanning five decades.  Two days later, the state of Florida honored the Tampa Bay Buccaneers for winning Super Bowl XXXVII.  Gov. JEB BUSH, his cabinet, and the Florida Senate and House of Representatives introduced resolutions saluting the team.  The next week in Missouri, state legislators invited St. Louis Rams head coach MIKE MARTZ to address members of the House on how a “high-powered offense might help solve budget issues,” as Rep. JACK JACKSON described it.  And finally, all-time NFL rushing leader, former Dallas Cowboy, and new Arizona Cardinals running back EMMITT SMITH has been asked by his former hometown Texas Rangers to throw out the first pitch at the team’s season opener on April 4.