A senior marketing executive at the NFL emphatically denies any involvement of the league in orchestrating the viral courtship between Kansas City Chiefs tight end and pop superstar .
Marissa Solis, the SVP of global brand and consumer marketing for the NFL, discussed this fascinating phenomenon during a panel at Advertising Week. The focus of the panel was on how sports leagues are targeting elusive Gen Z audiences. Solis acknowledged that once the public became aware of the relationship in September, the league could only react and capitalize on the situation.
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Solis emphasized that communicating about this relationship served as a compelling example of reaching out to Gen Z fans, who are a fast-paced and perpetually evolving demographic. She stated, “It’s really, really tough to actually get them and to be ahead of them.” She also mentioned that the league drew inspiration from Taylor Swift, relying on her expertise to navigate this off-field development. Additionally, it significantly boosted TV ratings, coinciding with the release of Swift’s Eras Tour concert film.
Solis expressed her amazement at how rapidly the event unfolded, pointing out that the league was unaware of Swift’s plans. However, they capitalized on the moment, leveraging their team of social media and marketing specialists to promote the news across various platforms. Solis emphasized the importance of being prepared for these unexpected moments and creating content that resonates with both existing NFL fans and potential new audiences.
The panel, moderated by Matt Fasano, SVP of Next Gen at Wasserman, also featured Melissa Brenner, EVP of Digital Media for the NBA, and Anne Marie Giansutsos, CMO of the Drone Racing League. The central theme revolved around addressing the cord-never generation, who primarily consume sports content through social media. Solis noted the necessity of creating concise and engaging content to cater to the preferences of Gen Z.
Solis described lifestyle content as the NFL’s “helmets off” strategy, enabling younger fans to establish a stronger connection with players. She acknowledged that the NBA had pioneered this approach. Brenner highlighted the importance of tailoring content for different social media platforms, as each has its own algorithm and constantly evolves. She mentioned the NBA’s partnership with Warner Bros. Discovery to operate NBA.com and create official digital content.
Brenner also emphasized the global reach of the NBA, with a significant portion of players and social media followers hailing from outside the US. The league adopts a more democratic approach when it comes to fan-generated content, allowing influencers to contribute and share content that can quickly go viral. Generating buzz and increasing visibility are key objectives for the NBA.
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