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.
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The backlash transformed a standard ad campaign into a cultural phenomenon that generated 45 billion impressions. This massive earned media reach dwarfed competitor campaigns, demonstrating that provocative work—even with negative reactions—can deliver far greater ROI than a safe media buy.
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.
Nutter Butter, a 55-year-old brand, successfully engaged a younger audience by embracing absurdist, meme-style humor. This risky strategy, while potentially alienating some, is effective for generating deep brand love because it requires taking a bold, creative stand.
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 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.
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.
When its Sydney Sweeney ad faced backlash, American Eagle's CMO and the star refused to apologize, treating the "crisis" as an opportunity. They correctly identified the outrage as niche, stuck to their strategy, and saw record new customer growth. This marks a shift in brand bravery.
