• by David Goetzl , January 3, 2012

In another sign that networks can’t get enough NFL content -- or the NFL is able to command concessions from them -- the league is launching a new annual awards show to air the night before the Super Bowl. Trying to meld sports and entertainment, the “NFL Honors” will be on Super Bowl network NBC in prime time this year. 

Top-line sponsors include Pepsi, which has two spots running in the big game, along with Castrol, Van Heusen and Disney backing two films. USAA, Prilosec, Papa John’s and Comcast cable’s Xfinity brand (Comcast controls NBC) are additional backers. 

Many will sponsor specific awards handed out during the two-hour show, such as “Pepsi Rookie of the Year” and “Salute to Service Award Presented by USAA.” League MVP (Green Bay quarterback Aaron Rodgers looks to be the front-runner) and coach of the year honors as selected by the AP will also be presented. 

The NFL indicated it is selling the sponsorships for the broadcast. Before the NBC show, the NFL Network will host a red carpet show. 

NFL legends such as Jerry Rice and Barry Sanders will participate, while Alec Baldwin will serve as host and Lenny Kravitz will perform.

“NFL Honors” is being produced by the NFL Network along with Dick Clark Productions.