Score Big with NFL’s Growing Fanbase
Learn best practices for engaging with NFL growth segments, including key content preferences and drivers behind their fandom.
BONUS: Watch our Super Bowl ad review panel with SMEs from Collage, Cashmere & Casanova McCann for a deep dive into the ads that worked and didn’t for diverse consumers.
Football is woven into the fabric of American culture, serving as a source of inspiration for countless books, films, and moments that have shaped the nation’s identity. As the most popular sports league in the country, the National Football League (NFL) commands the attention of 50% of Americans, with the Super Bowl standing out as a cultural phenomenon—drawing 123.7 million viewers in 2024. For brands, engaging with the football zeitgeist presents a powerful opportunity to tap into the NFL’s strong Cultural Fluency across diverse audiences, driving meaningful connections and amplifying Halo Effects.
Keep reading for key insights and download the report below for more information on how brands can engage relevant consumer segments.
Go a step further and watch our panel, “The Big Game: Analyzing Super Bowl Ads Through a Diverse Consumer Lens” hosted by Vic Paredes with panelists including Collage’s Natalie Griffith, Jesse Nicely of Cashmere and Elias Weinstock of Casanova McCann.
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Key Insight #1: Engaging Younger NFL Fans
Action: Create and promote athlete-driven and snackable content
Use players in your marketing efforts, but show them as humans, not helmets. Share their routines, hobbies, and quirks, through real and unscripted moments. Long-form content isn’t appealing to younger fans, so instead focus on snappy clips with fast-paced edits. And don’t stop there – leverage real-time features like home screen widgets and notifications to keep this generation of constantly connected fans plugged in, everywhere, all the time.
Here’s why:
- 76% of Gen Z and 71% of Millennial NFL fans have favorite athletes, with many enjoying lifestyle content and using social media to keep up with sports.
- Younger fans especially desire short-form highlight reels and premium sports content.
