Lots of things are synonymous with professional football, but sparkling jewelry probably isn't on that list. However, when millions of Americans tune in weekly to watch their favorite teams go head to head on the gridiron, national retailer Kay Jeweler's is front and center. The company returned this season to sponsor the NFL Network's Kay Jewelers Postgame Show featuring Rich Eisen, Deion Sanders and others. This move by Kay Jewelers is strategic in that it gives the company a chance to be in the spotlight. While it might seem strange because the majority of football viewers have always been predominantly male, there are several reasons why this is a smart marketing move.