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How the NFL is aiming to broaden its appeal to women
The NFL uses authentic, human-centric storytelling with partners like Betches and The Gist to engage 41% of American women who identify as fans, officials said.
- Last year, the NFL partnered with Betches and this year added The Gist, a female-fan-focused sports site, to grow and engage its historically underestimated female fanbase.
- Facing research showing a big underserved audience, the NFL shifted focus to women as an audience, emphasizing authentic, human-centric storytelling, league leaders say.
- Granting partners event access to the Super Bowl, the draft and the combine, Betches launched a tailgate tour with 1.5 million Instagram views while The Gist introduced a free weekly prediction game.
- At this year's NFL draft, some top prospects faced atypical questions about women's products, while Taylor Swift's relationship with Travis Kelce boosted attention to the league's efforts.
- An Ipsos poll found 41% of American women were NFL fans, and league leaders say they are really collaborating on building fandom over time among casual female fans with Betches and The Gist.
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NFL's Newest Target Market: the Ladies
At this year's NFL draft, some of the league's top prospects were asked questions they weren't used to. "What is a skort?" an interviewer asked. Travis Hunter made his best guess. "What is primer?" she continued. Shemar Stewart wasn't sure. The questions were part of a social media video asking...
·Miami, United States
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Associated Press News+25 Reposted by 25 other sources
How the NFL is aiming to broaden its appeal to women
The NFL is partnering with media outlets like Betches and The Gist to attract young female fans. These partnerships focus on creating relatable content, such as social media videos about women’s products, which have gained significant attention.
·United States
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In this year's NFL draft, some of the league's top prospects were asked some questions they weren't used to.
Coverage Details
Total News Sources29
Leaning Left12Leaning Right2Center12Last UpdatedBias Distribution46% Left, 46% Center
Bias Distribution
- 46% of the sources lean Left, 46% of the sources are Center
46% Center
L 46%
C 46%
Factuality
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