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.
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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.
Unlike product marketing, sports marketing cannot control the core product’s performance (wins/losses). The primary job is to build deep, personal connections between fans and athletes. This creates emotional "insulation" where fan loyalty is tied to the people and the brand, not just unpredictable on-court results.
To rally senior leaders around a brand reinvention, AT&T's CMO had them share stories about brands they personally admired. This exercise revealed that brand love stems from product and service—not just ads. It successfully reframed brand building as a collective, company-wide responsibility.
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.
Instead of holding back, Tim Ellis laid out his entire strategic vision for reviving the NFL brand during his interviews. This display of confidence and clarity convinced leadership he was the right choice.
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.
In sports, internal-facing marketing assets like pre-game videos serve a dual purpose. They are designed to energize the players, which directly enhances their performance and, by extension, the fan experience. This creates a feedback loop where fan entertainment and player motivation fuel each other.
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.
The Tim Hortons CMO views her personal brand not as a passive trait but as a conscious leadership choice, focusing on being empathetic while projecting confidence. She maintains this through dedicated self-reflection during activities like exercise and playing piano, ensuring her actions consistently align with her stated values.