Scoring with your NFL advertising: How brands can maximize the digital engagement opportunity

In a year that saw the 2024 Paris Olympic and Paralympic Games, the European Championships and Copa America on top of the usual busy calendar, our Head of US Sales (Brands and Agencies) - David Goldfrach, maps out how the National Football League remains unshakable at the top of the digital engagement mountain.??

Having expanded its international series to a new continent in South America, and doubled-down on its presence in key markets like the UK and Germany, the NFL shows no signs of slowing its astronomical growth.??

Closer to home, it is unquestionably America’s number one sport, with over 218M fans. Across countless demographics, age brackets and other categories, it yields the highest level of enthusiasm and engagement of any sport – even during the offseason.??

Soaring levels of digital engagement?

While sports consumption has never been more fragmented, all arrows trend upwards when it comes to digital engagement with NFL content:??

• 2023 was the most-watched NFL RedZone season on record?

• 25% of the 17B engagement hours racked up during the 2023 season came from non-TV avenues, such as sports betting or fantasy football?

• Last season leagues and teams’ recorded over 25B video views across their social media channels?

This explosion of digital consumption has coincided with a massive uplift in the NFL’s reputation as a platform, brand and sporting institution. Fans believe the NFL to be 20% more culturally relevant and socially responsible than it was five years ago.??

Accordingly, this has had a knock-on effect for advertisers. Fans believe brands that partner with the NFL to be high-quality, leaders in their field, and trustworthy.??

How brands can maximize the digital engagement opportunity

In a highly competitive and fast-paced digital landscape, advertisers looking to engage football fans and build new audiences need to deliver their campaigns with an added edge, for maximum results.???

As the Exclusive Distributor of Official NFL Data, we’re able to power our customized ad packages by leveraging our exclusive partnerships and extensive data.??

The foundations of our ad packages are built on our unique position as an official partner of the NFL, giving brands that much-needed edge.??

Our high-quality first-party audience data, for example, underpins our programmatic buying and audience targeting by leveraging individual fan preferences. Similarly, using official live game data such as individual player statistics, means advertisers can engage fans with hyper-relevant, data-driven ad creative. All of this comprises a truly high-impact inventory, able to reach fans during the biggest moments, from touchdowns to big plays and the pre-game build-up.?

With lower minimums than traditional upfronts and a custom, NFL-based spending curve, advertisers can also rest assured that they’re getting in front of fans only at the moments that matter the most to them.??

All the way through to February’s Super Bowl, America’s eyes will be firmly glued to the biggest sports league in the world. For advertisers looking to get involved in the action, there’s no better time to start calling plays and scoring with your NFL campaigns.?

Download our NFL playbook for advertisers now.