Remember when Led Zeppelin was fiercely protective of its work, to a Fugazi-like level, refusing to allow its songs to be licensed for films and commercials? Well, Plant, Page and Jones have definitely softened in their old age these past few years as they’ve licensed songs, the band name and/or its identity to a wide range of projects from the good (“Dogtown and Z-Boys,” “Almost Famous”) to the questionable (a Cadillac TV ad campaign, TV show “One Tree Hill,” “Led Zeppelin-The Ride,” a rollercoaster coming to Hard Rock Park next May in Myrtle Beach, South Carolina).
 
But apparently that’s not enough. Zep has brokered a major promotional deal with ESPN and the National Football League, according to Digital Music News. It started last week when Zeppelin songs and video footage were used in ESPN/NFL programs during live, highlight and preview segments. Talk about synergy! It makes sense though. It’s a ridiculously huge chunk of the male demographic at their fingertips to remind everyone of the recent releases of greatest hits package Mothership, and the soundtrack to The Song Remains the Same. Couple that with a recent Rolling Stone cover and it’s almost like they were never gone. Lazarus rising from the dead, I tell you.