NBC will use “Sunday Night Football’s” game between the Green Bay Packers and the Chicago Bears to promote the launch of “The Jay Leno Show,” which kicks off the next day, Variety reports.

During the game, the network will strategically place fans wearing football jerseys with Leno’s name and the time of the new show on them. The announcers will reference the Leno jersey-clad fans and introduce promos.

–Alex Jacobius