The NFL Marketing Game: How Can Women Change It For the Better 

 The National Football League isn’t just all about touchdowns and tailgates—it’s all about the marketing! But let's get real, not everything is perfect in the land of NFL marketing. There’s a hidden problem; a lack of inclusivity and representation of women. 

What’s the good news you ask? Women are stepping up and seriously flipping the script, changing the game in the background, on and off the field. Women are taking the reins and making NFL marketing more inclusive and relatable for all football fans. 

The Gap in NFL Marketing: Where Are the Women?

The NFL has always been about delivering iconic fan experiences, but let’s face it—the league’s marketing strategies and campaigns have traditionally catered to the male audience. 

From beer commercials to the tone of campaigns, it often feels like women are on the backburner. And yet, women make up nearly half of the NFL’s fanbase. Yes, we’re here and just as passionate about the game. 

The problem? NFL marketing hasn’t always reflected this reality. But things are seriously starting to shift as women demand more representation and visibility within the campaigns. The recognition women are starting to get in the sports industry is loud and proud! 

Tackling the Revenue Gap

NFL marketing isn’t just all fun and games—it’s a billion dollar industry. But here’s the tea: women are a huge part of that revenue, and the league is starting to recognize this. 

From jerseys designed for women to campaigns that celebrate and cater to female fans, the NFL is shifting their approach. This shift has been a long time coming.

And let’s not forget about the women working behind the scenes as marketers and creators who are reshaping the audience that the NFL connects with. 

Speaking of these behind the scenes women, let’s highlight a few power players. Renie Anderson, Chief Revenue Officer and Executive Vice President of Partnerships at the NFL, drives innovative collabs with huge brands to reach the outer corners of the NFL’s audience. Marissa Solis, Senior Vice President of Global Brand and Consumer Marketing at the NFL, leads initiatives to connect with over 400 million fans worldwide. 

These aren’t women who are just participating—they’re leading!

Women Carrying the Social Media Game 

When it comes to social media, the NFL is like the queen of the school. Platforms like Instagram, TikTok, and Twitter are where the real action happens and female fans, employees, and influencers are pushing content that is too good to scroll past.

Their secret to being in everyone's algorithm? They’re creating content that goes beyond the stats and scores to share the style and stories with the community. The genius combination of stats, style, and stories keeps viewers glued to the screen. 

Take the heartfelt campaigns like the #MyCauseMyCleats campaign. Women have been key players in making these movements popular, bringing a fresh perspective to the league’s social media strategy.

Let’s talk beyond the boardroom: the wives and girlfriends (WAGS) of players are crushing it on social media. Women like Olivia Culpo (married to Christian McCaffery) and Alix Earle (girlfriend of Braxton Berrios) bring glam, relatability, and major influence in marketing to the NFL’s female fanbase.

With millions of followers, their posts about fashion, game days, and philanthropy truly amplify the approachability to the game for female fans. And let’s not forget Taylor Swift—her relationship with Travis Kelce has turned Chiefs games into must-watch events, driving massive engagement and bringing in a whole new audience.

Brand partnerships are also on the rise. Companies like Nike are collaborating with the NFL to create campaigns that cater to women. Featuring female athletes and influencers that showcase both strength and style. 

Another woman focused campaign the NFL and Nike launched together is the women's flag football campaign. These collabs are about more than revenue; they are about empowering women to feel seen and included. 

Storytelling: Women’s Voices Make It Personal

What keeps you coming back? Stories that hit you right in the feels. And let’s be honest, women have a special way of bringing heart and soul to NFL storytelling. From highlighting female trailblazers to showcasing moms raising NFL superstars, these stories change the way the league connects with female fans. 

Super Bowl ads are also changing with the times. Instead of just male focused humor, we’re seeing more emotional storytelling that resonates with everyone. And I'd say, it’s about time!

The Future of NFL Marketing with Women Leading the Way

The NFL is catching on to what we’ve known all along: women are the not so secret weapons in the marketing industry.

As technology evolves, women are key to shaping the fan experience. Virtual reality and augmented reality experiences? Yeah, women are at the forefront of designing and promoting  these innovations, how cool! 

The league is also embracing social impact campaigns and strategies led by women. Think initiatives around equality, sustainability, and community outreach. While trendy, these campaigns are also meaningful and show the potential for growth within the NFL in the near future. 

How Women Are Changing the Playbook

Want to know more about how women are changing NFL marketing? Here’s the summary:

1. Representation Matters: Fans, marketers and players are making sure the women's voices are heard. 
2. Social Media Power: Women are crafting conversations and creating viral moments that are redefining engagement. Social media has become such a great way to connect with fans on a more personal level.
3. Inclusive Storytelling: Stories that are pulling on heartstrings and going beyond the game are winning over several fans. 
4. Empowering Collabs: Brands are collabing with the NFL to put women in the spotlight of powerful campaigns. These collabs are everything from clothing brands to restaurants to apps.
5. Influencers: The WAGS and women with big followings bring so much excitement and relatability to the game. 

Women Are the MVPs of NFL Marketing

Ladies, the future of NFL marketing is looking bright for us, and it’s thanks to the awesome women who refuse to be sidelined. The league is evolving—from creating more inclusive campaigns to amplifying women's voices on social media. 

Women are stepping up and proving that football isn't just a boys’ club. So, the next time you watch a game or scroll through NFL content, remember: women are changing the game one campaign at a time. Great job ladies!

✍️ Written by Ella Domenicone