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AFL Press Release

Arena Football League Signs Accomplished Network Sales Executives

Thursday April 9, 2015

 AFL advertising sales unit to be staffed in New York City

April 9, 2015 – Arena Football League Commissioner Scott Butera today announced that two top advertising sales executives have been retained to sell the League’s media inventory through AFL Advertising Sales, LLC. The League has chosen two accomplished media sales executives to staff the new unit: Larry Fried, the former EVP of NFL sales for ABC/ESPN; and Bob Dahill, who has worked in top sales positions with major brands including AdWeek, Fuse, Sony, and Paramount Pictures.

“To increase our exposure to quality partners and capitalize on our fan profile, we need a strong national sales arm that can bring our product to the attention of advertisers,” said Butera. “We are convinced that the Fried/Dahill team will hasten our introduction to key media buyers. In addition, they are uniquely positioned to develop, package and market our League’s truly compelling broadcast, print, digital, social, and in-arena assets.”

AFL Advertising Sales, LLC will be the exclusive national sales arm of the Arena Football League. The new unit officially opens for business this month. The entity will be the center of advertising partner development, product packaging and promotion, and social and digital media. Fried and Dahill are based in greater New York City, close to approximately 70 percent of the nation’s media buying power.

Under Butera, the Arena Football League is intent on building new audiences for its fast-paced, high-scoring version of football. Key to the effort are game broadcasts on the ESPN family of networks and CBS Sports Network. Between the two networks, more than 20 million football fans will see arena football this season.

“The League operates in many of the nation’s top markets and they have a really loyal following,” said Fried. “Football has great appeal and this version is both exciting to watch and brings fans much closer to the action. That kind of engagement is what we can bring to advertisers who are looking to capitalize on the country’s non-stop interest in the sport.

Fried will head the sales office, which will be located in metropolitan New York City. He is a long time media executive and strategist who most recently was the Chief Revenue Officer for SQAD. While with the firm, he created, patented and sold-in NetCosts, the largest independent source of real cost information for national television.

Earlier in his career he played a leading role in the creation of the Bowl Championship Series. He was also the EVP of Customer and Event Marketing for packaging and selling all of ESPN’s projects. MediaPost’s Media Magazine spotlighted Larry as one of the 100 Top People to Know. He is a graduate of the University of Denver and attended Baruch College in New York.

Bob Dahill has a proven track record in driving revenues through innovative media solutions. Most recently he has been Director of Broadcast & Cable Sales for ADWEEK. He has also served in executive sales positions with Trifecta Entertainment & Media, Nokia, Sony and Paramount Pictures. He is a graduate of Villanova University and holds an MS in Broadcast Journalism from Boston University.

About the AFL
Since its inception in 1987, the Arena Football League has showcased a fast-paced and exciting game to millions of fans in a myriad of markets across the country. The ESPN family of networks and CBS Sports Network will nationally broadcast AFL games each week for the entire 2015 season. This season will also be the first with Scott C. Butera leading the way as Commissioner. The AFL schedule culminates with ArenaBowl XXVIII Saturday, August 29, 2015 at 8 p.m. ET on ESPN.