During this time of year, most of the break room and Slack conversations at the office have shifted to Fantasy Football, with everyone talking about how their fantasy teams and favorite NFL teams are performing.
Brands have long wanted to be a part of these conversations, just as fantasy football and the NFL season are. A CMO’s dream state usually includes their brand being part of the lexicon of consumer culture, and nothing says that more than the Slack chat or coffee room.
“From logo-emblazoned jerseys to extravagant Super Bowl advertising, brands have always sought to capitalize on the salience and emotional juggernaut that is sport,” Dipanjan Chatterjee, VP & Principal Analyst at Forrester told me in a recent interview. “As companies look to deemphasize intrusive, interruptive advertising and prefer experiences and associations that show them in a positive light, sports become a vital channel for marketing for them to drive their growth strategy.”
According to Nielsen Live, 93 of the top 100 telecasts in 2023 were NFL games. That’s an important opportunity for advertising and the development of emotional connections in the small space of coveted live programming.
The Kansas City Chiefs Are Driving Gen Z Interest
I recently visited with Mark Donovan, President of the Kansas City Chiefs, about the team’s popularity in sports and consumer culture. “This is an incredibly unique time in franchise history as the on-field success has been unprecedented, while advancements in technology and the delivery of content make it easier than ever before for fans and teams to be – and stay – connected around the globe,” he said.
“At the NFL level, and especially here in Kansas City, we’re also seeing how the intersection of sports, entertainment and pop culture are shifting the fan demographic, and we’re working hard to connect with fans and brands where they are.”
Brands and their CMOs aren’t just interested in being part of office conversations; they’re also trying to build emotional connections with the consumers who give their time to their favorite sports teams. After all, these fans buy everything from mustard to life insurance, and it can be challenging to build and sustain emotional connections in a crowded market.
In Kansas City, approximately one-third of fans reported they were more likely to purchase as a result of an NFL partnership, and one-third said they have a stronger opinion of partners because of their NFL sponsorship, according to NFL research.
As consumer culture has shifted over the years, it’s been more than just sports brands jumping on the opportunity that an NFL connection offers.
NFL Football Meets Pop Culture — Thanks To Taylor Swift
In the last year, one intriguing intersection between pop culture and the NFL has been Gen Z’s growing interest in the league thanks to Taylor Swift.
A global superstar with an unparalleled social media presence, Swift has not only attended high-profile NFL games but has connections with some of the league’s biggest fans, amplifying the its reach among her massive fan base. Her presence at games – and the NFL’s willingness to show her on camera – has turned into viral moments on social media and even live broadcasts. Some fans have started attending games to not just watch football but to catch a glimpse of her cheering from a suite.
The league capitalizing on this phenomenon has brought a fresh wave of young fans, particularly women, into the NFL scene — showcasing the powerful crossover between pop culture and sports.
“Appealing to women and youth audiences has been a concerted, strategic focus for many years, and we saw a lot of momentum already happening, with growing fandom, perception and engagement among these demographics,” said Ian Trombetta, NFL Senior Vice President for Social, Influencer and Content Marketing. “That further accelerated last season with Taylor, especially in social media consumption among 13–24-year-old women.”
But how is the NFL showing up with younger consumers? Will younger consumers show similar excitement to the older fans that made the NFL a dominant business?
According to the NFL, among fans who are 12-24 years old, the NFL holds the top spot of all professional sports leagues with 69% fan support, with the next closest league six percentage points behind.
Marketing Implications Of Cultural Crossovers
While Swift is not a partner of the Chiefs or NFL, the success of the league in engaging Gen Z’s interests highlights a crucial lesson for brands: Tapping into cultural crossovers can be a game-changer. Brands looking to capture the attention of younger audiences could consider partnerships with influential pop culture figures to receive a similar outcome.
Collaborations alike could allow brands to reach new demographics by embedding themselves into the cultural moments that resonate most with these audiences.
By aligning with figures who already have a deep emotional connection with their followers, brands can enhance their visibility and relevance in a highly competitive market. This strategy drives immediate engagement and helps cultivate long-term loyalty among younger consumers.
How much of the increase in fandom among Gen Z – and particularly Gen Z women is – related to Taylor Swift? According to the NFL, Taylor Swift-related posts fueled consumption of the league social content, generating 60 million engagements and over 600 million video views across the 2023 season. In addition, the NFL noted that female fans accounted for nearly half of its new social followers on platforms such as TikTok, and a 21% growth in followers on Instagram.
This younger demographic is more difficult to reach through live TV, so the surge in NFL interest among the 12-24-year-old segment will be highly followed by large brands that are looking to cultivate their next generation of fans.
NFL’s Strategic Moves To Engage Gen Z
The NFL has strategically expanded its broadcasting options to include platforms that resonate with younger audiences. In recent years, the league added games to streaming services like Amazon, Netflix, and others, recognizing that traditional cable TV no longer holds the same sway with this demographic.
By offering NFL content on these platforms, the league is meeting Gen Zers where they are while providing a fresh, interactive experience that aligns with their consumption habits. Another example is Nickelodeon’s kid-friendly NFL broadcasts with animated effects and youthful commentary. The broadcasts have been a hit, attracting younger viewers and their families. This move underscores the NFL’s commitment to evolving with the times and ensuring its appeal to the next generation of fans.
“While we didn’t manufacture the relationship with Taylor and Travis Kelce, we do actively work to cultivate relationships with female brand ambassadors, influencers, and creators who also have an existing connection to and love of our game,” Trombetta said. “It’s these relationships that enable us to authentically deepen connections that young fans and women have with the game.”