Brands scoring points with football fans
With the NFL season in full swing, the excitement on and off the field is palpable. Amidst the roar of the crowd, the thrill of the game, and the perfect storm of pop culture and sports colliding with two incredibly passionate fan bases merging together and interacting thanks to the fanfare around Taylor Swift and Kansas City Chiefs Travis Kelce’s relationship - brands are stepping onto the gridiron with fresh energy as they aim to connect, engage, and curate meaningful experiences. Ahead, we dive into the recent strategies employed by three brands in their quest for victory both on and off the field.
HUGO BOSS & ROBLOX
Fashion house Boss, the NFL, and game developer Gamefam have united to seamlessly integrate Boss products into the popular Roblox game Super NFL Tycoon, aligning with the 2023-2024 NFL season. In the game, players can earn a Boss x NFL hoodie by conquering in-game challenges. This collaboration within Super NFL Tycoon is a vital part of Boss's overarching "Be Your Own Boss" campaign, strategically reaching out to younger consumers through avenues such as sports, music, and gaming. Additionally, this partnership with the NFL encompasses 22 teams and aims to generate excitement for Boss's IRL NFL collection.
— Zachary, 18, CA (Cassandra Collective)
FIREBALL & SYMPATHY CARDS
Football season can sometimes feel like "foot-bawl" season, especially when your favorite team disappoints. Fireball understands this sentiment, which is why the cinnamon whisky brand introduced its new line of sports-themed condolence cards called Fireball Footbawl Cards, to provide both comforting words, including “Heard you're on a bit of a cold streak,” and on the inside, it says “Here's a little fire to warm you up. 🔥,” and an actual shot of Fireball whisky to console and uplift dejected fans.
— Zaid, 17, CA (Cassandra Collective)
NFL & CONTENT CREATORS
Last year, the NFL began a youth-focused strategy, expanding beyond the football field by collaborating with creators from diverse backgrounds. This year, they've further engaged content creators through their Access Pass Program, allowing a select group to use NFL-approved footage to craft original content for younger audiences. This move not only helps the NFL appeal to a younger demographic but also provides YouTube creators the opportunity to monetize their videos featuring NFL-licensed footage.