When Tim Ellis took over as the CMO of the NFL in 2018, the league was in a tough spot. Public backlash over the handling of Colin Kaepernick’s national anthem protests had polarized fans, growing concerns about CTE plagued participation, and a series of controversies involving players and leadership tanked fan engagement. 

On top of this, just a few years later, the pandemic ravaged the sports industry, keeping players off the field and fans out of the stands.

Even if you’re just into football for the snacks, you know this version of the NFL is a far cry from the unifying cultural force the league is today. How’d Ellis do it? He made the NFL more human, more inclusive, and more culturally relevant – even when it angered a small subset of fans. This confidence led to outsized growth thanks to its investment in young fans, women + girls, and the Latin community. Let’s get into it.

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The brief: Make players more than players

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Inspired by P&G’s mission of being a force for good and a force for growth, Ellis got to work on the NFL’s “Helmets Off” strategy – elevating the players from pawns to full-fledged cultural icons. The two-pronged strategy included “celebrating the joy of the game” by spotlighting the players and their talents AND “transcending the game” by using the NFL’s platform to build community, connection, and drive impact while engaging in tough conversations, acknowledging and confronting past missteps, and putting forward a more compassionate voice to the fans.

Whew. I’m exhausted. Let’s see how they pulled it off.

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Step 1: Use your superpowers to make a super impact

Testing the waters with the "It Takes All of Us" campaign – the NFL ran the "I Am Somebody" spot in the Super Bowl, featuring real players giving kids a pep talk about self-worth, pride, and determination. In response, the Big Brothers and Big Sisters Foundation saw a 30% drop in the waiting list for matchups. The campaign was a powerful proof point that when the NFL uses its platform for good, real change is possible.

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Step 2: Tap into culture – unapologetically

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This 'Helmets Off' strategy also led to a full-on investment in NFL players' passions outside of football, including fashion, art, and culture. Maybe you’re familiar with Joe Burrow’s game-day (and Vogue) fashion domination – or maybe it’s personal bias. Regardless, the NFL hired Kyle Smith, its first fashion editor, to drive all sorts of attention to how players express themselves both in the tunnel and at rooftop parties.

Next, they tapped Bad Bunny for the Super Bowl halftime show. And, yes, they’re standing behind the number one most-streamed artist in the world despite the backlash. Why? Because it’s important to their Latin audience. And, to quote Tim Ellis, “Bad Bunny is f**kign awesome.” 

Finally, they launched the NFL Artist Replay program to amplify the work and voices of BIPOC and emerging artists from around the world. And guess what? The work is REALLY cool.

This investment doesn’t just make fans fall in love with players both on and off the field; it speaks directly to younger fans who otherwise may not have been smashing cocktail weenies on a Sunday afternoon.

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Step 3: Grow fandom beyond borders

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How else is the NFL scaling fandom? By looking outside of the US. 

International games attracted massive global audiences. But the “International Player Pathway Program” is the real game-changer – offering athletes from around the world a shot at the NFL.

How’d they announce it? With a cinematic, goosebump-worthy spot shot entirely in Ghana by a Ghanaian team. Not a gimmick – just an authentic investment in global talent and culture.

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Step 4: Invest in women & the next generation

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It’s not just Taylor Swift bringing women into the game. It’s the flag football community. The NFL knows that participation drives fandom and fandom drives growth. With 20 million participants across 100 countries, flag has seen an 89% increase in women playing football in just 5 years. The NFL planted its flag on flag football in the 2024 Super Bowl commercial featuring Mexican champion Diana Flores. Yes, it’s banger – and another way the NFL is doubling down on DEI in a meaningful way.

Plus, the NFL has been working with the Olympic Committee to get flag football to become an Olympic sport, opening the door for football players to become Olympians for the first time. That’s a win everyone can get behind. 

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Step 5: Embrace the Backlash

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Believe it or not, not everyone loves that the NFL is taking a stance on culture, art, and inclusivity. How does Tim Ellis respond? He knows the NFL doesn’t have to superserve its core audience. He knows growth for the NFL means speaking to casual fans and what they care about – even if it ruffles hardcore fan feathers™. This stance shows courage and authenticity, the two most important ingredients for outsized growth. When turbulent times come, the best play is knowing who you are and standing by it.

For example, when the NFL took a stand with Carl Nassib, the first openly gay football player, and the LGBTQ+ community by tweeting “Football is gay,” it sparked backlash from parts of the fanbase. But that confident, player-first move, made without 100 board meetings, sent a clear message: If you love this game, you are welcome here. And in doing so, it welcomed a new audience that had spent decades feeling invisible on the sidelines.

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CMOs, what can you take from the NFL’s playbook?

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If the NFL can go from crisis to cultural juggernaut, so can you. Add these plays to your brand strategy, and you might just go undefeated.
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• Unlock cultural connections.
  Speak to the passions and values of your next generation of fans.
  
  
• Inspire your ecosystem.
  Don’t just build campaigns – build communities, movements, moments that build intimacy between your brand and your audience.
  
  
• Lead with humanity.
  Be a force for good and stick to your values – it builds lasting credibility.
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Good luck next season. 🫡

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