The absolute worst thing that you can do is to give away your intentions. If you want someone to advertise your product or service on their clothing or on their car, avoid the temptation to include a web address. That's a dead giveaway. Yeah, I know you're thinking, but how will people make the connection between the advertising and getting to my store? Believe me, they will. And if you shoot yourself in the foot by being too obvious right from the beginning, you don't stand a chance.
When I look at the marketing for the NFL, all I can say is *these guys are good*.