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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, aiming to grow and engage its large, historically underestimated female fanbase.
- Facing research showing a big underserved audience, the NFL shifted to authentic, human-centric storytelling to connect with women as an audience, said Marissa Solis.
- Using a 'helmets off' content model, partners receive access to the Super Bowl, the draft and the combine, while Betches launched a tailgate tour and The Gist started a weekly prediction game.
- At this year's NFL draft, some top prospects faced atypical questions about women's products, and celebrity attention around Taylor Swift and Travis Kelce added momentum to the effort.
- With that scale in mind, an Ipsos poll found 41% of American women were NFL fans, and league leaders say they are collaborating to build fandom over time among casual female fans.
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28 Articles
28 Articles
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 Sources28
Leaning Left11Leaning Right2Center12Last UpdatedBias Distribution48% Center
Bias Distribution
- 48% of the sources are Center
48% Center
L 44%
C 48%
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