Jim Misener on LinkedIn: 2024/25 NFL Season Business Preview: Major Commercial Trends Shaping the… (original) (raw)
Jim Misener’s Post
CEO | Board Member | 50,000feet | Champion of Creativity and Growth
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Are you ready for some football? As the NFL season kicks off, millions of viewers are answering with a resounding “Yes.” The NFL is one of the world’s most powerful brands. The average NFL team is worth $6.49 billion according to CNBC. NFL games constituted 93 of the top 100 most viewed TV programs in the United States in 2023, according to Nielsen. The league was responsible for 24 out of the 25 most watched broadcasts. How does the NFL do it? It’s partly the appeal of the sport. The game has remained largely the same for more than 100 years since the league was founded, and football is an essential part of the American cultural fabric. But the NFL should also get credit for being a remarkable steward of its brand. Consider some of the ways the league has adapted to new audiences and experiences. 🏈Demographic Shifts The league has increasingly drawn more diverse audiences. For example, there has been a notable rise in female viewership, especially because of cultural phenomena like the “Taylor Swift Effect,” which contributed to a 53% increase in viewership among females aged 12-17 and a 34% increase among females aged 35 and above during games Swift attended in 2023. The NFL didn’t engineer her attendance, but the league successfully capitalized on the Taylor Swift Effect. The NFL has also recently collaborated with fashion-forward designers to develop merchandise that is more appealing to women. The league has made efforts to engage younger audiences through partnerships with platforms like TikTok and collaborations with gaming and fantasy sports to keep the sport relevant to new generations. 🏈Global Expansion The NFL has grown its international audience through its International Series, with games being played in London, Mexico City and Germany. This has helped American football gain traction globally, and the league continues to target international growth, especially in markets like Europe and Latin America. In 2023, the league added additional international games, contributing to a rising interest in the sport outside the U.S. 🏈Digital and Streaming Audience With the rise of streaming platforms, the NFL has broadened its reach, moving beyond traditional broadcast television to include digital streams through partnerships with Amazon Prime, ESPN+ and YouTube. This has allowed the league to tap into younger, more tech-savvy audiences, increasing accessibility for fans who consume content online or through mobile devices. For the 2024 season, fans at home can expect a more immersive experience, with enhanced digital platforms offering real-time stats, augmented reality (AR) features and better integration with fantasy football. All brands need to adapt to be relevant, and the NFL keeps scoring touchdowns.#NFL #Branding #Sports #TaylorSwiftEffect #Digital https://lnkd.in/gcxeFyKD
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