"The questions were part of a social media video asking players about women's products. It was created by Betches, a media company that caters to a young female audience, and garnered 1.5 million views on Instagram. While it might not be traditional NFL content, it's resonating and building on the league's push to attract young women through partnerships with women-centered media outlets."
"As we want to connect with this audience, authentic, real storytelling is absolutely key, said Marissa Solis, the senior vice president of global brand and consumer marketing at the NFL. So rather than doing targeted ads that really don't connect ... you give access to (Betches and The Gist) but they tell the story in their own point of view, being there, front and center. And I think that connection is something paid advertising can't do."
The NFL partnered with female-focused media outlets Betches and The Gist to broaden appeal among young women. A viral social video featured draft prospects answering questions about women's products, earning 1.5 million Instagram views. Partnerships grant access to tentpole events like the Super Bowl, the draft and the combine for original content, and support initiatives such as a Betches tailgate tour and a weekly prediction game from The Gist. The league views authentic storytelling and creator-driven perspectives as more effective than targeted ads. Increased attention toward the league followed high-profile celebrity connections with NFL players.
Read at Newsday
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