It’s time to get in the game! As more states legalize sports betting across the country, the sports industry has felt its impact in both positive and negative ways. Mobile sports betting is now legal in 28 states, which is up from 18 in January 2022, and has led to a surge of fans betting on sports. Last year, nearly half of American adults placed at least one sports wager, a third of which placed at least one wager per week. These record-setting numbers will only continue to rise as more states legalize sports betting. While this is great news for fan viewership and engagement, it also brings some negative concerns over the integrity of the game and its impact on athletes.
Increase in Viewership/Engagement
Beginning with the positives, sports betting’s growing popularity means an additional layer of engagement for both sports teams and leagues. Leagues like the NFL are now leaning into the industry by placing the betting lines on TV for viewers to follow in real time. Networks will even showcase sports betting analysts before the game to educate audiences on the best bets to place. This new approach relies on the idea that when people place a bet, they have a financial stake in the game and are more likely to closely follow it.
The results speak for themselves: NFL viewership has increased every year since the legalization of sports betting. In 2022, the NFL pulled in an average of 17.9M viewers on regular season games, which is a 20% increase from 2017. With more states beginning to legalize sports betting, these numbers will continue to rise. Major League Baseball is another league reaping the benefits. According to Casey Brett, MLB’s Vice President of Gaming and New Business Ventures, “sports bettors, compared to the average fan, are 40% more likely to stream, 36% more likely to buy a ticket, and 30% more likely to read an article on MLB.com.” For MLB, the positive trend in sports betting translates into increased revenue in the form of ticket sales, subscriptions, and advertising.
Increased Fan Experience
The sports betting surge is also enhancing the fan experience. To meet demand, stadiums have begun incorporating sportsbooks that are connected to the venue for fans to place bets before, during, or after the game. This concept is new in the sports world and is starting to grow. Before sports betting was legalized, fans would go to a game, buy a beer, and watch from their seat. Now fans are able to visit kiosks in the stadium to place bets mid-game, or they can go sit in the sportsbook and watch their bets with other fans.
Millennial fans have long awaited this enhancement, considering back in 2020 over half of this demographic believed on-site sportsbooks would improve the fan experience. The numbers from the Caesars Sportsbook at Capital One Arena support this concept, as the amount of money waged by bettors climbed to $5.7M in August 2022. Because this development is consistently receiving positive feedback from fans, we’re likely to see more in-stadium sportsbooks pop up in the future.
Integrity of the Game
While sports betting legalization positively impacts the industry, it does come with some drawbacks—such as its impact on the integrity of the game. We’ve seen this come to light recently when a number of NFL players were suspended for their involvement in sports gambling. In this 2023 season, ten players were suspended for sports gambling, seven of which suspended indefinitely because they bet on the NFL. These are the dangers that come with the legalization of sports betting. Leagues are now on the lookout for this as they have had to implement stricter measures to prevent players and personnel from trying to fix games and participate in other forms of corruption.
To combat this issue, the NFL is reexamining how they educate players and personnel on their gambling policy. A new directive the NFL established this year increases the education provided to young players entering the league. NFL rookies are now obligated to watch additional training videos from the league compliance, beginning with a message about the “integrity of the game.” Putting this in place should provide more information and clarification for the players about the dangers of betting on sports and the consequences involved.
Impact on Athletes
With more people participating in sports gambling and player-specific betting, athletes are now facing more unnecessary scrutiny and hate than ever before. Players have started to speak out about their experiences, some even sharing the hateful messages they’ve received from fans. This happened in the NBA last season when former Washington Wizard and now Phoenix Suns guard Bradley Beal was confronted by a disgruntled fan who had just lost a bet. Beal responded by saying that he was just doing his job and that he takes what he does very seriously. Beal then turned and swatted towards the man, knocking off his hat. There was a police investigation, but no charges were filed.
With the increase of people gambling and placing player-specific bets, more of these situations are likely to occur. So far, there have been no regulations or consequences enacted by the NBA or any other leagues when it comes to fans verbally attacking players for their losing bets, but it’s something leagues may consider moving forward.
While there’s still a need for greater clarity on how to shape regulations, one thing’s for sure: sports betting is experiencing rapid growth. By 2030, the industry is projected to be worth $182B. As it expands, its effect on the sports industry will continue to grow alongside it. Its popularity is undeniable; sports betting adds a new dimension to how people engage with the game by maximizing fan experience and deepening fan involvement. On the flip side, it also challenges the game’s integrity and can create a toxic dynamic between fans and players. More leagues may tighten regulations in the future to combat these issues, but only time will tell how this new development changes the landscape of the sports industry.
Move over ESPN and ABC– there’s a new media giant revolutionizing the sports broadcasting arena! In 2022, Amazon Prime Video began an 11-year media rights deal with the NFL speculated to be worth over $100B. They hit the ground running with interactive NFL content coverage that earned them a Sports Emmy Award. This season, they’re promising game-changing innovations that will transform the way we watch football. Expect various new features from Amazon in the 2023 season, including personalized and engaging advertisements, cutting-edge AI, a special Black Friday game, and much more!
Amazon saw incredible success in year one of the deal, and they’re keen to build on it. They’ve already made strides in expanding audiences, boasting the most-streamed NFL game ever during last September’s Los Angeles Chargers and Kansas City Chiefs match-up. Media Play News reported that during Amazon’s 2022 debut, Thursday Night Football had the youngest median age of any NFL broadcast package since 2013. Additionally, Amazon saw a significant increase in viewership among 18 to 34-year-olds compared to the previous season. As a result, many of the new features are designed to cater to a younger audience.
What’s in store for the 2023 season? Amazon is presenting advertisers with a unique opportunity to target specific audience groups using data analytics. By leveraging geographic, demographic, and behavioral insights, ads will be specifically displayed to the most relevant viewers. This initiative serves to increase ad engagement for brands and enhance the ad experience for viewers. In addition, players featured in the ads will enjoy the benefits of increased exposure for their personal brand.
Interactive advertisements are another factor of Amazon’s strive to reach its audience. Fans watching on Fire TV will have the chance to interact with the ads using their remote. These interactive advertisements give viewers the option to select either an “Add to Cart” or “Receive Email” button using their remote control. This action will trigger a push notification or an email, which contains direct links to the product and Store pages for brands that offer items on the Amazon Store. Through this approach, brands partnering with Amazon can expect more active and immersive engagement from consumers.
Beyond ads, Amazon is harnessing the power of AI to enhance and transform the game viewership experience. Amazon introduced on-screen graphics powered by artificial intelligence back in 2022. They’re taking it a step further this year with a highly advanced blue line feature. The line will show how close the offense must reach the first down marker before the computer recommends going for a fourth down conversion rather than punting. Amazon’s new cutting-edge technology, which has been trained on 35,000 different plays, makes this possible. Other capabilities include analyzing all players’ XY coordinate data, their relationship to each other, as well as their acceleration and directional movement to predict different measures.
In another move to expand audiences, Amazon plans to air a Black Friday game between Miami and the New York Jets that will be accessible to everyone for free. Amazon hopes to hook new viewers into the NFL action and give sponsors like Little Caesars and Audible the opportunity to advertise more effectively. The game will also cater to Black Friday deals from various sponsors hoping to net a wide reach.
Amazon’s innovative approach sets a benchmark for others to follow. Not only does it aim to enhance the viewer experience, but it also provides benefits to players and sponsors. Players can improve their brand image by utilizing interactive ads, partnering with broadcasts, expanding their social media presence, and more. Meanwhile, sponsors can achieve a higher ROI by devising more targeted advertising strategies, leveraging fan insights, and developing innovative ways to engage with audiences through their advertisements. As we approach the 2023 season, football fans can expect an unparalleled and engaging viewing experience.
The NFL dominates the U.S. sports industry and is one of the most valuable sports organizations in the world. America’s love for the game feeds this power, but over the past six years, changes in the NFL’s marketing strategy have propelled success. An organization that was once fueled by older generations became an industry for everyone through social media and the NFL’s “helmets off” approach.
Looking back at early versions of Madden NFL, a football player always graced the cover wearing his shiny helmet and famous uniform. They were often shadowed, with dark backgrounds, and centered around the NFL logo. In 2018, the NFL hired Tim Ellis as their new Chief Marketing Officer, and up until that point, most of the NFL advertising and partnerships were marketed just like that Madden NFL cover. When Tim Ellis stepped in, he brought the NFL’s marketing strategy personality, humor, and emotion. Fast forward to Madden NFL 18 – the cover looks a little different. Tom Brady is holding his helmet staring intently. The keyword here: holding. Madden NFL 18 was the first of the series where the player on the cover was not wearing their helmet. Tim Ellis calls this the “helmets off” approach – a step towards reaching a younger fan base.
At the time of his entrance into the role, the NFL audience was dominated by people ages 35+. Ellis’ goal was to tap into and capture the younger audience. The players and faces of the NFL were necessary for this goal, showcasing personalities in a multitude of ways in an effort to grow the NFL community. Players were tasked with creating behind-the-scenes videos of game days, locker room activities, or anything else they could think of. The relaxed, personal vibe of these videos drew people in. Players started earning followings for their humor, personality, and hobbies – ultimately leading to more authentic partnership opportunities. The now-retired Rob Gronkowski is the gold example of how the “helmets off” approach benefits players. Gronkowski’s fan base soared once fans got to know the man under the helmet. With a now booming presence on TikTok and Instagram, he became a favorite of the younger generation and still exists as a face of football regardless of his retirement, appearing in commercials for Dunkin’, ESPN, FootLocker, and more. The “helmets off” approach allows players to create a personal brand that will last beyond the NFL.
It was clear that the changes Ellis made were working, but during and after the pandemic, his strategy brought the NFL’s numbers higher than ever. Since the year 2000, revenues have been on a steady incline with the exception of 2020. Despite a dramatic decrease of $3 billion in revenue to a yearly total of $12 billion due to the global pandemic, the “helmet’s off” approach and social media were key in the incredible climb to $17 billion in revenue in 2021. The NFL marketing and social media teams took this time to hone in on their “helmets off” approach and let the world see life inside of the NFL. The public was craving personal relationships and interactions and the NFL provided this experience across all platforms. This achieved Ellis’ goal of expanding, especially to a younger audience. A 2021 stat showed that of Snapchat Highlight viewers alone, 70% were aged 24 years or younger which was 38% more than the year prior. They also reached a larger audience on Instagram for Kickoff Sunday 2021 beating 2020 by 91%.
Tim Ellis and his introduction of the “helmet’s off” approach proved highly successful. At the end of 2022, the NFL saw a total revenue of $18 billion placing the organization $8 billion ahead of the MLB. If other sports organizations want to continue to grow as rapidly, and continuously, they should take their helmets off and pay attention to the playbook Tim Ellis is writing.
The college football season came to an end this past week, allowing football fans to turn their focus to the upcoming NFL playoffs and Super Bowl LVII. Fans may notice something different about the big game this year, as Apple Music will replace Pepsi as the sponsor of the Super Bowl halftime show. Pepsi has sponsored the highly sought-after show for the past 10 years, with last year’s show garnering over 120 million viewers. Another shock to fans was when Anheuser-Busch ended their 33-year-long exclusive deal with the Super Bowl, meaning that for the first time since 1989, other alcoholic brands will be able to advertise during the game.
The NFL has also implemented a supplier diversity initiative program to help meet the needs of Super Bowl LVII. This program, called “Business Connect,” aims to connect local businesses that are minority, women, LGBTQ+, and veteran-owned to contract opportunities as a Super Bowl supplier. These businesses will be essential in the functionality of operations on gameday, supplying things such as food and beverages, staffing, transportation, security, and more. The NFL has a history of supporting its host cities, and this program shows progress in its commitment to diversity and inclusion.
As the 2022-2023 NFL regular season concludes, 14 teams advance to the playoffs in hopes of winning Super Bowl LVII. Among these 14 teams, 7 return from last season’s playoffs, while the other 7 hope to make it a recurring theme. This year’s Super Bowl takes place in State Farm Stadium in Glendale, Arizona for the first time since 2015. While there’s no shoo-in for a winner this year, the teams competing to take home the Lombardi Trophy are all strong contenders and we have our eyes on a few to go all the way.
NFC Playoff Participants
The Philadelphia Eagles enter the playoffs as the NFC’s number-one seed, boasting a record of 14-3. The Eagles dominated the league for much of the season, winning their first 8 games and 13 of 14 to start the year. However, an injury to star quarterback Jalen Hurts in week 15 halted the team’s momentum and spurred back-to-back losses. Hurts’ healthy return into the playoffs is a huge boost for the Eagles offense, as Hurts has accounted for 35 TDs – 13 of those coming via his legs. The Eagles also possess two of the league’s strongest units in the trenches. The offensive line has powered the Eagles rushing attack, ranking number five in yards and number one in TDs. The defensive line has wrecked opposing quarterbacks all season with a league-leading 70 sacks, 15 more than the next-best team. The Eagles will rely on a first-round bye, dominant play in the trenches, and Jalen Hurts’ dynamic playmaking to propel them on a deep playoff run. All eyes are on the Super Bowl in South Philly.
The number two seed in the NFC belongs to the San Francisco 49ers, winners of their last ten games. There is perhaps no roster in the entire league with more talent across the board than the Niners. A loaded offense secured even more ammo when they acquired running back Christian McCaffrey from Carolina, who has scored 10 TDs since coming over in week 7. The one looming question for the Niners is whether rookie Quarterback Brock Purdy, “Mr. Irrelevant”, can handle the pressure of the playoffs. With their top two QBs getting hurt in the regular season, the Niners turned to Purdy in week 13, and they haven’t missed a beat. On the defensive side of the ball, San Francisco has the top-scoring defense. Their pass rush is led by defensive end Nick Bosa, who is in the conversation to be the NFL’s Defensive Player of the Year. If the Niners’ defense can limit their opponent’s scoring and keep the pressure off rookie QB Brock Purdy, they should be the NFC representative in the Super Bowl.
The number 3 seed Minnesota Vikings may have one of the most deceiving records in NFL history. Minnesota enters the playoffs with a 13-4 record despite having a point differential of -3. When Minnesota wins, it’s almost always close, as 11 of their 13 victories have come in one-score games. But when Minnesota loses, they tend to get dismantled with their 4 losses coming by a combined 89 points! Additionally, two of those losses have come to the Eagles and Cowboys, who block Minnesota’s path to the Super Bowl. Minnesota has playmakers on offense headlined by QB Kirk Cousins, RB Dalvin Cook, and WR Justin Jefferson. However, Cousins has a perceived inability to win big games, and the numbers back it up. Cousins has a career 1-3 record in the playoffs and a startling 10-40 career record against teams that finished the season with a winning record. The Viking defense doesn’t provide much hope either, as their pass defense ranks 31st in passing yards allowed. The Vikings have a good record, but their luck will likely run out in the playoffs.
Tom Brady’s Buccaneers are back in the playoffs in 2023. The team secured a number 4 seed by winning the feeble NFC South division despite an unimpressive 8-9 record. It was a challenging season for the Bucs. Until their clinched week 17 win against the Panthers, they struggled to find an offensive rhythm. Although Brady was able to connect with receiver Mike Evans for 3 TDs in that game, it’s hard to believe an offense ranking 25th in points scored has miraculously figured it out. The Bucs have been an average team, but if the defense can keep the game close, Brady can’t be counted out as he chases ring number eight.
The first wild card spot and number five seed in the NFC belongs to the Dallas Cowboys. The Cowboys have been led this season by a high-powered offense that ranks 2nd in the conference in total points scored. They have home run hitters on offense with receiver CeeDee Lamb and running back Tony Pollard. QB Dak Prescott tied for a league-worst 15 interceptions, but the Cowboys have maintained enough talent on both sides of the ball to overcome his turnovers. The Cowboy defense is led by outside linebacker Micah Parsons who has a knack for making impact plays. The defense leads the league with 33 takeaways, which prove valuable come playoff time. Dallas hasn’t lived up to the reputation of “Americas Team” in recent history, winning only 3 playoff games in the last 25 years. But that could change this year as their talent-packed roster faces a juicy first-round matchup with Tom Brady’s Buccaneers.
Perhaps the most unexpected team to qualify for this year’s playoffs is the New York Giants. After failing to win more than 6 games in any of the previous 5 seasons, first-year head coach Brian Daboll has seemingly resurrected the franchise. He’s now led the team to a 9-7-1 record and their first playoff berth in six years. Quarterback Daniel Jones, also known as “Danny Dimes”, played the best season of his career, accounting for 22 touchdowns and only 5 interceptions, while throwing to receivers most fans have never heard of. Jones’ evolution into a dual-threat option has given the Giants’ offense a much-needed boost. After battling injury the past two years, running back Saquon Barkley rebounded this season with a career-high in rushing yards. The Giants have also secured the ball, as they have the lowest turnover percentage in the league. On the defensive side of the ball, the Giants’ game plan is defined by one word: BLITZ! They have the highest blitz percentage of any team in the league and are led by a ferocious defensive line which is the best unit on the entire team. Big Blue may not possess as much talent as the other playoff teams, but their toughness and ability to capitalize on opponent mistakes may be enough for them to surprise some people and go on a run.
After trading away franchise quarterback Russell Wilson and releasing linebacker Bobby Wagner, many believed the tank was on in Seattle. The Seattle Seahawks, a team many predicted to be one of the worst in the league, now holds the final playoff spot in the NFC with a little help from the Detroit Lions. The Lions defeated the Packers in the NFL’s regular-season finale, allowing the Seahawks to retain their wild card spot. QB Geno Smith surprised fans when he earned Pro Bowl honors in his first season as a full-time starter since 2014. Similarly, the defense has relied on several players outperforming their expectations. Fifth-round draft pick Tariq Woolen tied for the league lead in interceptions in his rookie campaign, providing a much-needed spark in the secondary after veteran Jamal Adams’ week 1 injury. The Seahawks are playing with house money at this point in the season, which makes them a dangerous opponent. They will need the defense to create turnovers and allow Geno Smith to air it out to continue their storybook season.
AFC Playoff Participants
The first-round bye on the AFC side belongs to the odds-on favorite to win the Super Bowl and the AFC’s number-one seed, the Kansas City Chiefs. The Chiefs finish the regular season 14-3 behind the right arm of likely MVP quarterback Patrick Mahomes. Mahomes had another stellar season leading the league in both passing yards (5,250) and passing touchdowns (41). His favorite target, tight end Travis Kelce, is the premier player at the position and makes the duo nearly unstoppable. Kansas City’s defense is a middle-of-the-pack unit, but there are question marks on that side of the ball. The Chiefs have allowed the most passing touchdowns in the entire league, which is cause for concern when competing in a conference that is loaded with QB talent. A Super Bowl will be the expectation every season that Mahomes lines up under center, but a deep playoff run depends on the defense’s ability to defend the pass.
The last two weeks have been an emotional rollercoaster for the number two seed Buffalo Bills. Week 17’s game was canceled after safety Damar Hamlin went into cardiac arrest on the field. Thankfully, Hamlin’s health continues to improve, which gives Buffalo a chance to refocus on their playoff goals. It was unknown how such a traumatic event would impact Buffalo on the field, but that question was answered in week 18 with an emotional victory over the Patriots. The Bills are led by physically gifted quarterback Josh Allen, who has totaled 42 touchdowns this season. As good as the Bills’ offense is, the defense may be even better. The defense ranks 2nd in points allowed per game and 4th in takeaways per game, giving their potent offense even more opportunity to capitalize. Buffalo is one of the most complete teams in the league and should be making a deep playoff run as long as Allen can limit red zone turnovers, which have haunted him of late.
An eight-game winning streak accompanies the number three seed Cincinnati Bengals into the playoffs. Cincinnati is looking to avenge last season’s Super Bowl loss and prove to everyone that it was no fluke. Quarterback Joe Burrow and wide receiver Ja’Marr Chase maintain chemistry from their days together at LSU to power the Bengals’ offense to 26.1 points per game. The Bengals’ stellar defense in last season’s Super Bowl run carries momentum into this season. They rank 6th in points allowed per game but have struggled to rush the passer this season, tallying only 30 sacks, which ranks last among all playoff teams. The Bengals will rely on Burrows’ right arm and a strong red zone defense to try and represent the AFC in the big game once again.
AFC South champion Jacksonville Jaguars claimed the number four seed after defeating the Titans in a week 18 thriller. The defense propelled them to victory after scoring a late touchdown to give the team their first lead of the game. The Jags needed to win each of their final five games to have any chance of winning the division, and they did just that. Second-year quarterback Trevor Lawrence has proven why he was the first overall pick in 2021, amassing 25 touchdowns to just 8 interceptions with an almost entirely new receiving core. The defense relies on their pass rush which generates the 5th highest hurry percentage while only blitzing on 21% of plays. Jacksonville is a young team with a lot of momentum, making them a dangerous opponent despite a less-than-stellar 9-8 record.
Many people selected the Los Angeles Chargers as a Super Bowl sleeper before the season, but a rocky start caused the Chargers to settle for the first wild card spot with a 10-7 record. Injuries were a common theme early on as the Chargers seemed to battle them at nearly every position. However, as the team got healthy down the stretch, they were able to win four straight games before dropping a meaningless game to the Broncos in week 18. Young stud QB Justin Herbert powered through a rib injury while leaning on running back Austin Ekeler to supply much of the scoring. Ekeler accounted for 18 total touchdowns this season, the most of any player in the league. The defense relies on veterans across the field, headlined by pass rushers Joey Bosa and Khalil Mack. The Chargers have the talent to go on a run, but it will be difficult given the premier teams at the top of the conference hold the home-field advantage over Los Angeles.
The second wild card on the AFC side belongs to the 10-7 Baltimore Ravens. The Ravens come into the playoffs with a huge question mark surrounding their most valuable player. Former MVP quarterback Lamar Jackson suffered a knee injury in week 13 that has kept him out ever since. The team has gone 2-3 in his absence and failed to find any rhythm on the offensive side of the ball. It is still unknown if Jackson will be ready to play in the first round of the playoffs, and if he is, how effective he will be running the football. The Ravens’ outstanding defense has been the main reason behind their winning record. They held opponents to 18.5 points per game and the least rushing yards of any AFC playoff team. For the Ravens to go on a run, they will need Jackson to be explosive with his legs and lean on the defense to smother their opponents, which seems like a longshot considering the uncertainty surrounding Jackson.
The Miami Dolphins claimed the final playoff spot in the AFC after an ugly week 18 victory over the Jets. Miami was without starting quarterback Tua Tagovailoa after multiple concussions cast doubt on the future of his career. The Dolphins have an elite receiving duo in Tyreek Hill and Jaylen Waddle, but 3rd string QB Skylar Thompson has not been able to get them the ball consistently. The defense does not provide much hope either, as they allow more points than any other AFC team in the playoffs. Of all the teams in the playoffs, Miami is the least likely to advance past the first round as they await a brutal first-round matchup with the Bills.
The 2022 NFL season is officially underway, with the reigning Super Bowl champions, the Los Angeles Rams, suffering a major loss to the Buffalo Bills during the Thursday night season kick-off game. This season will look a little different though, from partnership activity to new rules, and everything in between.
Major rule changes don’t often come along without a catalyst, and one of this year’s shifts sparked from a prior Bills’ game. The 2021 AFC Divisional round matchup between the Chiefs and Bills was one for the ages. In a duel between two of the bright young quarterbacks in the league, Patrick Mahomes and Josh Allen, the two teams played an instant classic that sparked major controversy for days to come. At the time, the overtime rules indicated that one team would pick heads or tails, and whoever won the toss had the opportunity to end the game on the first possession. Unfortunately for the Bills, Patrick Mahomes and the Chiefs won the coin toss and did just that. Players and fans voiced their dislike for the rules at the time, and once the 2022 season concluded, the NFL was forced to have a conversation about how to improve the game.
On March 29th, 2022, the NFL and all the team owners met in Palm Beach, Florida in order to discuss rules changes that ownership proposed to executives within the NFL. The first order of business that was suggested by the Indianapolis Colts and Philadelphia Eagles, was to fix the overtime rules. This change amends rule 16, which now allows both teams an opportunity to possess the ball in overtime, specifically in the postseason. These owners believe that in a do-or-die situation, both teams should have the opportunity to possess the ball and have the chance to score and put their organization into the next round. This news was bittersweet for the Bills organization and fans as they wished this rule change was implemented before their heartbreaking loss, but on the other hand, this rule change allows this to never happen to another team again.
The Setup Zone
Inan effort to provide more excitement and competition in the game, a second rule change involves the kick-off setup and where players can line up. While this rule doesn’t carry the same magnitude of the postseason overtime adjustment, this rule states that until the ball is kicked, all players must be behind the restraining line. Additionally, between 8-9 players have to be positioned in a place between their restraining line and 15 yards behind their restraining line. This new rule was implemented in 2021 and has now been made permanent for the 2022 season and beyond. For coaches and other personnel, this will adjustment will allow them to strategize differently.
International Expansion
In a move that focuses on the growth and development of the league itself, the NFL announced last year that 18 teams would be granted access to 26 International Home Marketing Areas (IHMA) across eight different countries. This has allowed clubs to access international segments for marketing, fan engagement, and commercialization initiatives, which have started to take effect for this season. This move is part of a long-term goal to enable clubs to continue to build their global brands while also exposing consumers around the world to the sport of football, specifically the NFL. Executive Vice President, Chief Strategy and Growth Officer, Christopher Halpin, explains that this initiative enables NFL teams to curate meaningful relationships with fans abroad while driving fan growth and awareness of the league.
As an example, in order to grow their team’s fan base, primarily in Germany, the Kansas City Chiefs recently agreed to a streaming partnership with DAZN, a global sports entertainment platform. This comes after NFL Europe started selling Chiefs apparel with the German flag on it, and has opened up new advertising and content opportunities. Teams will have access to these abroad markets for a five-year period in which a team will have the chance to pursue in-person and digital marketing, corporate sponsorship sales, fan activation events, youth football activities, merchandise sales, and more. For example, the NFL can hold fan fests throughout pre-games to meet and greet with team legends. All 32 teams within the league will play at least one international game in the next eight seasons, the first one coming between the Minnesota Vikings and New Orleans Saints on October 2nd.
Bringing New Energy to the Field
The NFL is charting new terrority with its existing partnership with Gatorade,launching a no sugar, no carbonation caffeinated beverage called Fast Twitch. For this upcoming season, the drink will be featured on the sidelines during games throughout the league. Product won’t hit the shelves until February 2023, building excitement and buzz for fans looking to get their hands on a drink that was developed with sports performance in mind. What’s even more interesting about this new product is that the NFL and PepsiCo will share revenue on the sales, helping push across the line a renewal deal that the two were struggling to see eye to eye on. This is a highly uncommon arrangement to date that could set precedent for future sponsorships with major sports properties.
With the first Monday Night Football game taking place tonight, NFL fans have a lot to look forward to. From progressive rule changes to new initiatives focusing on fan engagement, the NFL is staying in tune with the ever-changing sports industry. Get your taco dip ready and your fantasy football lineups out – it’s going to be an exciting season.
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