Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- As TV ratings rise, so do network contracts
- Brands continue to increase ad spending with NFL
- Impact of COVID-19 on football in America
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on football in America, July 2020
- Opportunities and Challenges
- Football audibles to virtual experiences
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- Figure 2: Virtual Tailgate and NFL Draft Experiences
- Sports and gaming worlds continue to intersect
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- Figure 3: Sports and gaming worlds intersect
- NFL teams explore the “pod” fan experience
- International fandom could take a hit, but will get right back up
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- Figure 4: NFL and Sky launch first international NFL-dedicated channel
- Crowded sports schedule creates challenges for consumers’ attention
- Embracing the social justice movement
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- Figure 5: NFL players and league support of Black Lives Matter
The Landscape – What You Need to Know
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- NFL dominates ratings and ad spend
- New advertising options open across the sport
- Football and fans embrace sports betting
- Supporting social justice movements
The Football Landscape
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- Billions at stake for football
- More sponsorships, just less expensive
- NFL TV contracts and ratings are on the rise
- Brands still (and will continue to) spend big on football
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- Figure 6: EPL seat tarp advertising
- Safety issues remain a concern for fans and the sport
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- Figure 7: NFL focuses on improving player health and safety
- The “new” in-person fan experience will go beyond just social distancing
Key Indicators Impacting Football
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- Unemployment could lead to ticketing promotions and new service offerings
- What’s happening
- What’s ahead
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- Figure 8: Unemployment and underemployment, January 2007-June 2020
- Virtual NFL Draft results in increased engagement methods and record viewership
- What’s happening
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- Figure 9: Praise for the 2020 NFL virtual draft
- Figure 10: Bud Light Seltzer #BooTheCommish campaign
- What’s ahead
- New advertisements opportunities
- What’s happening
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- Figure 11: Bud Light Seltzer logo on XFL helmet
- What’s ahead
- Football finally embraces sports betting
- What’s happening
- What’s ahead
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- Figure 12: Sports betting integrated into score bugs
- Growing the fanbase through streaming
- What’s happening
- What’s ahead
Social Justice Efforts in Football
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- NFL and college football players use platforms to create change
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- Figure 13: NFL players and league support of the Black Lives Matter movement
- Promoting diversity in NFL hiring practices
- Public and brand pressure leads to Washington Football Team name change
The Consumer – What You Need to Know
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- Football fandom is widespread and dominated by the NFL
- TV remains the prime method of following football, but social media is quickly gaining in importance
- Football gives back to local communities
- Ancillary games increase interest in football, especially among younger and male fans
- The football halo effect
Exploring Football Fans
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- NFL fandom is nearly synonymous with football fandom
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- Figure 14: Football fandom, April 2020
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- Figure 15: Football fandom passion, April 2020
- Football fandom is not as gendered as one might think
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- Figure 16: Football fandom, by gender, April 2020
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- Figure 17: Football fandom passion, by gender, April 2020
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- Figure 18: Time spent watching/listening to football per week, by gender, April 2020
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- Figure 19: Time spent following football per week, by gender, April 2020
- Growing the female fanbase
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- Figure 20: Katie Sowers leads the way for women in football
- Black fans lead the way in football fandom
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- Figure 21: Football fandom, by race and Hispanic origin, April 2020
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- Figure 22: NFL fandom passion, by race and Hispanic origin, April 2020
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- Figure 23: Patrick Mahomes BioSteel endorsement
- Room to grow fandom among Gen Z; Millennials are all in
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- Figure 24: Football fandom, by generation, April 2020
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- Figure 25: Time spent watching football per week, by generation, April 2020
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- Figure 26: Time spent following football per week, by generation, April 2020
Following the Action on the Gridiron
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- TV remains the number one option
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- Figure 27: Methods to follow football, by generation, April 2020
- Social media brings fans closer to the game and players
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- Figure 28: Social media brand integration
- Radio still offers utility among older fans
- Fall sports logjam a cause for concern among Gen Z
Growing Future Interest in Football
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- Increasing football fandom presents a difficult proposition
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- Figure 29: Increase interest in football, by fandom, April 2020
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- Figure 30: Sport-focused brand promotions
Brand Integrations in Football
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- The football halo effect
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- Figure 31: Allstate field goal nets
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- Figure 32: Bud Light Chiefs Super Bowl bottles
- Tailgates offer in person engagement
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- Figure 33: Traditional and virtual tailgate experiences
Football Gives Back
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- Local communities are the number one priority for charitable works
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- Figure 34: Calais Campbell and Microsoft coding camp
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- Figure 35: NFL COVID-19 relief
Football Goes Beyond Fandom – It’s an Identity
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- Figure 36: Football attitudes, by generation, April 2020
- Fans wear their fandom on their sleeve, literally
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- Figure 37: NFL branded women’s apparel
- Figure 38: Local apparel NFL partnership
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- Figure 39: Instagram shopping for NFL merchandise
- Seeing players’ personal touches
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- Figure 40: My Cause My Cleats campaign
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- Figure 41: Social media touchdown celebration fan engagement
- Get to know the players as people
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- Figure 42: Content opportunities showcase personal side of athletes
- Figure 43: Brand integration through gaming
- Brands need to take advantage of the exclusive content
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- Figure 44: Sponsored social media exclusive content
- COVID-19 Impact
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Playing the Ancillary Football Games
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- Figure 45: Football attitudes, by generation, April 2020
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- Figure 46: Football attitudes, by gender, April 2020
- Fantasy football offers its own industry within an industry
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- Figure 47: IBM Watson and ESPN Fantasy Football Engagement
- Figure 48: DraftKings Fantasy Football World Championships
- Sports betting will continue to grow and feed football
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- Figure 49: Bad Beats SportsCenter segment
- Video games provide new ways to brand football
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- Figure 50: Excitement around EA Sports’ Madden 21 Player Ratings
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- Figure 51: Madden NFL 20 Bowl sponsors
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- Figure 52: Leveraging popularity of gaming to reach fans
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Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
Appendix –Consumer Data
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- Figure 53: Football behaviors, by generation, April 2020
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- Figure 54: Football behaviors, by gender, April 2020
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- Figure 55: Football attitudes, April 2020
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- Figure 56: Increase interest in football, by generation, April 2020
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- Figure 57: Increase interest in football, by gender, April 2020
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