The NFL is kicking off an annual awards franchise that will premiere in primetime on NBC the night before the network’s telecast of Super Bowl XLVI.

“NFL Honors” is a two-hour telecast to be hosted by Alec Baldwin from the Murat Theater in Indianapolis, host city for the big game. Current and former NFL stars will be in attendance, where they will compete for honors awarded by the Associated Press.

The NFL is handling sponsorship and advertising for the event, which has already signed up brands including Pepsi, Castrol, Van Heusen and Disney.

Whichever broadcaster has telecast rights to the Super Bowl in a given year will be able to air “HOnors” going forward. Future installments of the event will also be held in whichever city is playing host that year .

Awards will include Most Valuable Player and Coach of the Year.

The NFL Network will tee things up with an hourlong pre-show at 8 p.m. prior to the 9 p.m. kudocast.

Lenny Kravitz is scheduled to perform at the event.

“Honors” is being produced by NFL Network in association with Dick Clark Prods.