Tim Ellis argued the NFL's loyal 35+ male fanbase was secure, and future growth depended on attracting new, previously neglected segments like youth and women, even if it made core fans uncomfortable.
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Despite its domestic dominance, the NFL is relatively untapped globally compared to soccer. Mark Ein identifies two huge growth opportunities: expanding its international fanbase and cultivating a new generation of female fans through the rise of girls' flag football.
Facing declining ratings, the NFL pivoted by listening to fans. By investing in player health, safer rules, and initiatives like girls' flag football to broaden its appeal, the league successfully addressed public concerns and revitalized its brand for a new generation.
Stuckey's, a nostalgic snack brand, wants to appeal to a new generation. The counterintuitive advice is to first double down on its existing, older customer base that already has brand recognition. Tapping out this core market is a more efficient first step than building awareness from scratch with a new demographic.
The NFL's investment in flag football, especially for women and its Olympic inclusion, is a deliberate strategy based on a simple growth loop: participation drives fandom, and fandom drives monetization.
The Super Bowl halftime show is not just entertainment; it's the NFL's single biggest growth driver. Musical acts are chosen to attract new and casual fans—particularly youth and global audiences—at the moment of peak viewership.
Tim Ellis recognized that league-level marketing wasn't enough. He diagnosed competency gaps across the 32 teams and provided a blueprint for a modern club marketing organization, elevating the entire ecosystem.
To signal a major shift, the NFL ran an ad opening with "Football is gay." Despite internal pushback, it was a smart, courageous move that successfully resonated with the LGBTQ+ community and younger audiences.
Tim Ellis doesn't just approve creative briefs; he actively participates at every stage, including sitting with editors. He believes this deep, hands-on involvement is crucial for shaping work that connects with audiences on an emotional level.
The NFL CMO warns that one-off international events only create temporary interest. True global growth requires applying classic marketing principles to educate new audiences and build lasting cultural relevance.
Instead of just asking players to promote the NFL, Tim Ellis focused on their personal goals (e.g., fashion, gaming). By consistently making them "look cool," he earned their trust and enthusiastic collaboration.