Led Zeppelin is now in the midst of a major promotional deal involving both ESPN and the National Football League (NFL), according to information confirmed by Digital Music News. The short-term partnership started splashing this week, and continues until mid-month. Sports fans have already seen Zeppelin songs and video footage threaded throughout various programming from both groups, including live, highlight, and preview segments.

According to Mike Engstrom, vice president of Marketing at Rhino Entertainment, part of the Warner Music Group, the “unprecedented deal” taps into the energy of a simply unrivaled group. “Zeppelin is the greatest rock band in the world, and they’ve always done things their own way,” Engstrom said in an interview Wednesday. Now, that energy is being shared with a heavily male demographic that spans numerous age brackets.

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