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NFL Marketing: Tackling Strategies for Every Fan

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Football season is back! And while the entire season leads up to the biggest marketing event of the year—the Super Bowl, where millions of eyes are glued to the screen—it’s the moments in between that keep fans coming back week after week. The NFL’s audience isn’t just made up of die-hard football enthusiasts; it spans across different customer profiles, each with unique interests and behaviors. Let’s break down the key customer profiles and highlight how brands align their campaigns to reach them.

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The Beer Bros: Celebrating Tradition and Team Spirit

There's nothing quite like kicking back with friends, a cold beer in hand, and watching your favorite team take the field. For many, this is the ultimate football experience, and brands like Bud Light have mastered the art of tapping into this customer profile—what we call the "Beer Bros."

This group loves everything that comes with football—tailgating, cookouts, and, of course, beer. Bud Light’s “Easy to Sunday” campaign captures the laid-back vibe of football Sundays, emphasizing how simple it is to enjoy the game with a Bud Light in hand.

And they don’t stop there. Bud Light’s team-specific packaging takes the fan experience to the next level. Whether it’s cracking open a Dallas Cowboys-themed Bud Light for a game-day barbecue or grabbing Kansas City Chiefs cans for a friend’s tailgate, this clever marketing strategy taps into the deep loyalty fans have for their teams.

By offering products tailored to team fandom, Bud Light strengthens the emotional connection between the brand and the game. It’s not just about selling beer—it’s about enhancing the football experience in a way that feels personal and true to tradition.

The New Generation: Training Tomorrow’s Fans

For brands looking to reach younger audiences, the NFL has recognized the importance of making football fun and accessible for kids. Enter the partnership between the NFL, CBS, and Nickelodeon, which brings the game to life for a whole new generation of fans. In this strategic partnership, football meets cartoons, creating a unique viewing experience for kids who might not yet understand the sport.

During these broadcasts, beloved Nickelodeon characters like SpongeBob and Dora the Explorer pop up to explain complex football concepts in simple terms. A touchdown becomes the “Slime Zone,” and play-by-play commentary is sprinkled with animated fun. For parents trying to watch the game with little ones in tow, this is a dream come true. They can bond with their children over football while keeping them entertained with familiar cartoon faces.

This partnership is also a brilliant move to future-proof the NFL’s fanbase. By capturing the interest of kids early on, the NFL is cultivating a new generation of fans. Sure, some critics might call it “junk food marketing,” but others see it as an innovative way to bridge the gap between football and the next generation, ensuring that the sport remains relevant for years to come.

The Uninvolved Involved: Finding Their Moment

And then there’s the group that’s not necessarily there for the love of the game but for the experience surrounding it—what we like to call the “Uninvolved Involved.”

This could be the girlfriend attending a watch party because her boyfriend loves football, the friend who shows up just for the Super Bowl commercials, or even the coworker who tags along to socialize. While they’re not die-hard fans, they’re still crucial to the NFL’s marketing strategy.

Brands like Farmers Dog and Michaels are perfect examples of companies targeting this profile. Farmers Dog recently aired its first NFL-focused ad during a game between the Chiefs and Ravens, depicting an NFL referee feeding his dog after a long day. This heartwarming ad isn’t just about football—it appeals to the pet-loving audience who might not care about the game but will connect with the message.

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Michaels, on the other hand, has partnered with the Dallas Cowboys as an official sponsor, appealing to the DIY and home décor crowd, which includes many women who may not typically engage with the sport. Marriott’s "Fanbassador" program, which showcases Bonvoy experiences every Thursday during NFL season, is another example. For those planning trips with their football-loving significant others or friends, Marriott positions itself as the top-of-mind hotel option for NFL getaways.

These brands are capitalizing on the moments in between the game to reach the “uninvolved involved,” offering them a reason to engage with football even if they aren’t passionate about it.

Why It Matters

The NFL has mastered the art of appealing to a wide range of audiences, from the hardcore football fan to the casual watcher who’s just there for the snacks and commercials. Each customer profile is targeted with precision through partnerships, creative campaigns, and thoughtful product positioning. Whether it’s Bud Light making the game more enjoyable for the “Beer Bros,” Nickelodeon teaching football to the “New Generation,” or Farmers Dog touching the hearts of the “Uninvolved Involved,” these brands are integral in shaping how fans engage with football.

As we head into another season, it’s clear that the NFL isn’t just about the game—it’s about creating an experience that connects with different audiences in meaningful ways. Whether you’re watching for the touchdowns, the tailgates, or just for the halftime show, there’s a brand out there ready to enhance your football experience. And that’s the magic of marketing during football season.

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Written By: Aylin Madrigal - Chief Marketing & Operations Officer at Brand Geniuz