The U.S. Immigration and Customs Enforcement (ICE) agency has launched a controversial recruitment campaign aimed squarely at American football audiences, reportedly spending over $6.5 million in taxpayer dollars on TV ads during high-profile NFL and college football games.
The campaign is part of a broader effort to expand ICE’s ranks as the Trump administration pushes aggressive immigration enforcement strategies.
These 30-second recruitment ads began airing in mid-September and have been broadcast in at least 16 major U.S. metro areas, including New York, Seattle, Atlanta, Chicago, and Denver. The videos feature dramatic footage of ICE agents making arrests, paired with messaging that appeals directly to local law enforcement officers.
“You took an oath to protect and serve,” the narrator says. “But in sanctuary cities, you’re ordered to stand down while dangerous illegals walk free.”
The ads target cities with sanctuary policies that limit local cooperation with federal immigration authorities, policies often criticized by the Trump administration. Cities like Boston, Albuquerque, and Philadelphia have been particularly vocal in their resistance to ICE-led operations, and appear to be key targets of this campaign.
Airing these ads during sporting events is no accident. ICE has strategically purchased airtime during primetime college football games, Monday Night Football, and even combat sports like UFC and WWE.
A single 30-second ad during a major college football game can cost up to $300,000, making the campaign one of ICE’s most expensive outreach efforts to date.
Super Bowl presence, Bad Bunny controversy amplify spotlight
This effort comes as part of a broader $30 billion ICE initiative to hire 10,000 additional deportation officers by the end of the year. The Trump administration has requested a total budget of $76.5 billion for immigration enforcement, a significant jump from current funding levels.
To attract recruits, ICE is also offering $50,000 signing bonuses, tuition reimbursement, and fast-track hiring.
Adding fuel to the controversy is ICE’s reported intention to maintain a visible presence at the upcoming Super Bowl in San Francisco. This announcement came shortly after Bad Bunny, a Puerto Rican artist who has been critical of U.S. immigration policy, was announced as the halftime performer.
Trump adviser Corey Lewandowski criticized the choice, saying, “There is nowhere you can provide safe haven to people who are in this country illegally. Not the Super Bowl and nowhere else.”
Public reaction to the campaign has been mixed. While some viewers dismissed the ads, others expressed concern over the politicization of sports broadcasts and the use of public funds for what critics view as ideological messaging.
In cities like Seattle, ICE reportedly spent over $850,000 on ads alone, even as parts of the federal government faced shutdowns due to stalled congressional funding.
Whether the campaign proves effective remains to be seen.
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