As a lifelong football fan who’s lived through more Super Bowls than I care to count, it’s heartening to see the NFL taking such a proactive stance to unite and celebrate our shared love for the game. The new brand campaign is not just another promotional stunt; it’s a powerful testament to football’s ability to bring people together, regardless of background or borders.
The NFL wants America and the world to know: This is football country.
On Friday, the powerful alliance between the sports league and the media unveiled a fresh marketing initiative, aiming to honor and rally fans around the sport of soccer.
I recently got a glimpse into the grand premiere, where I spotted numerous familiar faces. Here’s who caught my eye: Jason Kelce, former Philadelphia Eagles standout, and his wife Kylie; DeMarcus Lawrence from the Dallas Cowboys; Stefon Diggs representing the Houston Texans; Myles Garrett of the Cleveland Browns; YouTube sensation Deestroying; Haley Van Voorhis, who made history as the first woman to play in an NCAA football game without being a kicker; and flag football prodigy Makena Cook. You can catch this spectacular event here!
As a gaming enthusiast speaking here, I’m sharing what Tim Ellis, NFL’s Chief Marketing Officer, mentioned about their intentions. Essentially, they aimed to gauge the mood of the country and step into the role of a unifying force, with football serving as the focal point in this endeavor.
“In an interview with The Hollywood Reporter, Ellis expressed that football holds the title of America’s final major tent, implying its immense capacity to bridge divisions and bring people together. He considers this influence a blessing and a duty, stating, ‘We are a cultural beacon, especially crucial during these divisive times in our nation, and more so this year as we approach a highly contentious presidential election.’ In essence, he emphasizes that our role as a unifying force has never been more critical.”
Throughout the progression of the season, the NFL plans to introduce additional projects such as its charity program and NFL Votes campaign. However, according to Ellis, the underlying message will emphasize unity, showcasing the delight of the sport, and highlighting how everyone contributes to this collective experience.
“He mentions that our approach is twofold. On one hand, we aim to express the fun aspect of the game, while on the other, we strive to elevate beyond just the game itself.”
One approach in the selection of talent for the advertisement was to feature actual football players from both tackle and flag versions of the game, along with Kelce, who humorously portrays his recent role as a commentator on ESPN’s Monday Night Countdown.
“Ellis states that the [Amazon Prime Video] documentary ‘Kelce’ was extremely successful, and his wife Kylie, who is a strong advocate for football, adds a genuine and emotional touch to it – something that an actor might find difficult to replicate, he agrees.”
“Our aim is to bring everyone together and ensure that everyone who witnesses our games feels included. To achieve this, we’re mindful about representing all aspects of football. We want to highlight our top players and upcoming rivalries, which is exciting, for instance, the Texans versus the Cowboys. But we also want to explore how football transcends beyond just the game itself,” explains Marissa Solis, senior VP of global brand & consumer marketing for the NFL.
Ellis explains that recently, the league has adopted a strategy often referred to as “helmet-off,” which is aimed at allowing fans to become more familiar with the players. This is because during gameplay, the players are typically concealed by their helmets.
Ellis expressed that it’s crucial for us to portray the NFL as more genuine, personalized, and relatable. To achieve this, we’ve chosen a strategy to make the NFL appear more human-centric, with the players taking center stage in all our endeavors. Over time, this approach broadened beyond just the NFL, encompassing football as a whole. Our aim is to consistently convey that football is an inclusive activity, welcoming participants of various genders and ages. We promote flag football, which is played by both boys and girls, men and women, showcasing their enjoyment of the sport.
Moreover, the league anticipates that this campaign showcases its worldwide aspirations. In fact, this season, the NFL will stage games in Brazil, London, and Munich, with intentions to organize a match in Madrid next year. The marketing campaign showcases footballers from various nations, including teams and athletes from Japan, Mexico, and Brazil.
“What has been particularly intriguing for us as marketers is that, when we venture into different countries, our brand isn’t the most prominent one there,” Solis explains. “To convey the essence of the sport, we’ve had to delve deep into what football truly symbolizes: The grandeur of the game, its ability to empower communities. This is a message that resonates universally, isn’t it?”
She further emphasizes that the strategy of removing helmet restrictions and making the league relatable, inviting, and inclusive on a global scale is crucial. “Although we must tactically explain the rules of the game and educate about its nature, from a messaging perspective, it’s all about conveying this: our sport is extraordinary, it unites people, and it’s for everyone.”
“At the NFL marketing department, our main goal is to boost spectator numbers and encourage interaction and fan loyalty for the NFL. But beyond that, our primary mission is to serve as genuine football advocates. This means we don’t limit ourselves to just professional NFL games. Instead, we consider the broader impact of football on our society and its power to unite people. The advertisement you see showcases a genuine representation of football in America.”
He notes that they are continuously seeking out strong, genuine characters to add to what they believe forms an aesthetically pleasing narrative for the sport in the United States.
Additionally, it’s worth mentioning that we’ll motivate American citizens to exercise their civic responsibilities through a “Voter Engagement Campaign” tied to the upcoming elections in November.
“Numerous players and icons were thrilled and eager to contribute in this setting. This initiative is non-political, and we view it as a chance for us, being a significant entity, to motivate individuals to exercise their civic duty, simply by going out to vote. If there’s one thing we can all concur on, it’s the significance of voting. It’s another means for us to fulfill our role as a unifying force, inspiring people to join together as a nation and cast their ballots this year.”
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2024-08-16 16:55