NFL CMO on Taylor Swift buzz, ‘Toy Story’ broadcast and reshaping the league's image

As it basks in new attention from Taylor Swift, markets to young fans through Nickelodeon and Disney+ and laughs at itself in a campaign suggesting its storylines are scripted, the NFL is putting its stodgy image to rest. What was once referred to as the “No Fun League” today is having lots of fun, said Tim Ellis, chief marketing officer of the NFL, speaking on the newest edition of Ad Age’s Marketer’s Brief podcast. Subscribe to us on Apple Podcasts, check us out on Spotify and hear us on Stitcher. This is our RSS feed. Tell a friend! Ellis, who recently marked his fifth year at the league, has championed a “helmets off” movement off the field as a means to make NFL players more recognizable, human and authentic. The league in the meantime has adopted a more consistent brand voice that isn’t afraid to celebrate the joy of play, or to be compassionate on social issues, he said. Taylor Swift’s appearance at the Kansas City Chiefs game on Sept. 24 to watch Travis Kelce play brought the league’s social media teams to life in a way that clicked into the league’s overarching marketing strategy, Ellis said. Her attendance at last Sunday's Jets-Chiefs game in New Jersey boosted NBC’s “Sunday Night Football,” which drew a TV audience of 27 million viewers, up 22% from a year ago, helped by more women watching, according to NBC. “Over the last several years, we’ve been working with influencers, creators and musicians in a real collaborative way to bring them in and be a partner in terms of driving the relevancy and driving fan acquisition for the NFL,” said Ellis, who was interviewed last week before the Oct. 1 Chiefs-Jets game. “So this is really a part of our overarching strategy, working with those folks who can help us bring in more fans and deepen fandom for those who are more casual [fans]. So while certainly Taylor Swift has a much larger following than our average influencer, in essence, it’s really a part of our ongoing strategy around social media and influencers and creators.” Check out the latest Ad Age events and award programs Ellis said the Kelce-Swift relationship illustrates the “power of storytelling.” “It’s the backstory of Travis going to one of her concerts and bringing a bracelet [he actually failed to get it in her hands this summer] and, then having these hints of them seeing each other in New York press. And then, there she is,” Ellis said. “So certainly, without all the backstory … it would have been news, but nothing like this. So really, it’s the power of storytelling, and how to seize the moment and lean in when you have that opportunity.” The NFL kickoff campaign, released in August and created with 72andSunny, leaned into urban myths that the league’s outcomes were scripted. “Nobody expects the NFL to poke fun at itself like that. I don’t think we’re a brand that’s particularly known for self-effacing behavior,” Ellis said. “So for me, it was an opportunity to really show a more playful side of the NFL, to lean into the power of our game and the connection that we have with our fans.” Last weekend’s “Toy Story” game on Disney+, as well as last year’s Nickelodeon simulcasts, illustrate the NFL’s push to target fans as young as five years old, Ellis said. “On the fandom side, our programs and our collaborations with Nickelodeon, and now with Disney, ESPN, and Pixar with ‘Toy Story’ are just another way to allow younger fans to understand [and] to experience the game in a fun playful way, which is really relatable and relevant to them.” More: Inside the NFL’s Gen Z and Gen Alpha marketing strategy While the NFL may be riding high, Ellis said he encourages his teams to approach their jobs from the perspective of a challenger. “We are by far driving live entertainment in this country. And ultimately, we are starting to do that outside this country as well. But we cannot behave like we’re the leader; we have to behave like we’re the underdog,” he said. “We have to be scrappy and nimble and flexible. And we have to do things that haven’t been done before. We have to take risks, we have to have a culture that makes making mistakes okay, as long as you’re going in the right direction.” Also read: How US sports leagues are growing international fandom Football marketing news Tracking Super Bowl, NFL and college brand moves Read more here

NFL CMO on Taylor Swift buzz, ‘Toy Story’ broadcast and reshaping the league's image

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