• Loading stock data...
Friday, March 29, 2024
2024 Best Venues nominations are open now through April 8! Submit Now

How the NFL Modernized Its Marketing Strategy

  • NFL CMO Tim Ellis broke down the NFL’s strategy to attract younger fans in an interview with FOS.
  • He explained his “helmets off” approach.
Tim-Ellis-NFL-CMO
NFL

When NFL Chief Marketing Officer Tim Ellis was hired four years ago, he was asked to “modernize” the league’s marketing strategy. To do so, he wanted to focus on engaging one specific fanbase: the youth audience.

Ellis explained his marketing strategy during “The C-Suite” hosted by Front Office Sports’ Chief Content Officer Lisa Granatstein.

One of the cornerstones, he said, was developing a “helmets off” strategy.

Ellis said that a major barrier between the youth fanbase’s connection with players is the fact that the latter’s helmeted faces are often unrecognizable to the casual fan during games — a direct contrast with other sports like baseball and basketball.

The goal was to “show these guys for who they were — just really interesting, complex,  compassionate, wonderful human beings,” Ellis said. “Not just great athletes.”

Then, he added, players could “be the face of the NFL and… essentially connect them with that youth culture.”

The focus on players’ personalities has been successful so far. 

“Not only were we able to sort of get the attention and start to bring in these younger fans into the brand, but we also began to drive energy and youthfulness into the brand itself,” Ellis said.

Watch the full video here:

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Spring Football’s Big Bet: An Unlikely TV Marriage, and Crazy Rules

The United Football League launches this weekend on ESPN and Fox.

‘Good Morning Football’ Beginning Mysterious Timeout Before L.A. Move

Friday is the final broadcast of ‘Good Morning Football’ from New York.

Jets Owner Blasts ‘False’ Reporting From League-Owned Outlet

League owners and NFL Media rarely criticize each other.

NFL to Auction Media Rights to Two Christmas Day Games

Bidding is likely to start at $50 million, say sources, but analysts expect the games to go for far more.
podcast thumbnail mobile
Front Office Sports Today

Why the Timberwolves Sale was Called Off

0:00
0:00

Featured Today

March 22, 2024, Brooklyn, NY, USA; Northwestern Wildcats guard Brooks Barnhizer (13) and Northwestern Wildcats guard Boo Buie (0) react in overtime against the Florida Atlantic Owls in the first round of the 2024 NCAA Tournament at the Barclays Center.
March 27, 2024

‘An Expensive Game’: March Madness and NIL Collectives Are Intertwined

At schools nationwide, collectives are fueling NCAA tournament runs and vice versa.
Iowa’s Caitlin Clark (22) waits to be announced in the starting lineup against West Virginia in a NCAA Tournament round of 32 game Monday, March 25, 2024 at Carver-Hawkeye Arena in Iowa City, Iowa.
March 26, 2024

The Women’s Trading Card Market Is Overlooked. Can Caitlin Clark Change That?

Traditionally, women’s sports cards have been a marginal part of collectibles.
The Sports Illustrated cover signed by Derek Jeter and Alex Rodriguez, February 27, 2019, at Don & Charlie's, 7501 E. Camelback Road, Scottsdale. Don Charlie S
March 24, 2024

Everything You Need to Know About the Ongoing ‘Sports Illustrated’ Saga

Understanding the strange state of affairs for the nearly 70-year-old publication.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Live Nation
Multiple - USA Careers
Adidas
Multiple - USA Careers
Spotify
Multiple - USA Careers

Tony Clark Appears to Be Winning Fight Over Baseball’s Union

Some players had recently called for the removal of Clark’s top negotiator.
IRS
February 15, 2024

IRS to Start Auditing Sports Owners

Audit increase comes with the agency’s increased enforcement budget.
March 14, 2024

Chiefs’ President Threatens Team Could Leave Kansas City If Voters Don’t Give It Money

The Hunt family’s cheapness continues to show after Super Bowl title.
Sponsored

How Daily Fantasy Sports Solved NBA Fantasy

The remarkable growth of the #1 Discord sports server in the world.
Theo Epstein
February 2, 2024

Theo Epstein Returns Home, Joins Fenway Sports Group

The 50-year-old will serve as a senior adviser to the ownership group.
January 24, 2024

Former Tottenham Owner Pleads Guilty to Insider Trading Charges

Tottenham is worth $2.8 billion and owned by Lewis’s family trust.
Mark Cuban and Dallas Mavericks.
November 28, 2023

Adelson Family Freed Up $2B To Reportedly Buy Stake In Dallas Mavericks

Miriam Adelson is selling a portion of her Las Vegas Sands Corp stock.
Carolina Panthers quarterback Bryce Young hugs team owner David Tepper on the field prior to the game against the Atlanta Falcons at Mercedes-Benz Stadium.
November 27, 2023

David Tepper’s Reign Marred by Firings

Between the Panthers and Charlotte FC, Tepper has fired five head coaches.