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.
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 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.
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.
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.
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.
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 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.