Table of Contents
- Pepsi kicks off epic, star-studded NFL campaign inspired by ‘Gladiator II’
- Inside Tostitos’ biggest NFL campaign to date, starring Patriots royalty
- Why Nationwide tapped Peyton Manning to sell more than insurance in new ads
- Gatorade scores a touchdown with inclusive football campaign
- Applebee’s CMO on how brand’s NFL sponsorship feeds its new campaign
- State Farm bundles football and fútbol for latest NFL-timed campaign
- Buffalo Wild Wings brings Jason Kelce back to football in new ads
The start of the NFL season means a whole new lineup of football-centric campaigns. The league has undergone something of a resurgence, with last year’s regular season games averaging 17.9 million viewers and marking 2023 as one the most-watched seasons on record. While football-based campaigns have always been a go-to for marketers, this increased attention makes tying up with the NFL more important than ever.
Most campaigns fall into similar patterns from previous years, relying on current stars and retired legends to help brands connect with fans. As with much brand-building, there is a focus on pop culture drawn from the worlds of music and television. Still, brands are embracing how the sport is changing: Gatorade put a spotlight on flag football and the growing role of women in the sport.
🏈 Related Reading: Brand Champions: The 4 Best Sports Marketing Campaigns of 2024
Marketing Dive has compiled a handful of stories that showcase how brands, spanning CPG, restaurant and insurance industries, have chosen to market around the start of the 2024 NFL season.
Pepsi kicks off epic, star-studded NFL campaign inspired by ‘Gladiator II’
By Chris Kelly • Sept. 5, 2024
Along with a colosseum-set ad featuring Travis Kelce and Megan Thee Stallion, the effort includes a selfie generator, AR-powered cans and more. Read the full article ➔
Inside Tostitos’ biggest NFL campaign to date, starring Patriots royalty
By Peter Adams • Sept. 5, 2024
A more ambitious standalone campaign aims to shore up the brand’s position as Official Chip and Dip of the NFL with help from a famous trio. Read the full article ➔
Why Nationwide tapped Peyton Manning to sell more than insurance in new ads
By Chris Kelly • Sept. 5, 2024
Ogilvy, which created the iconic “Nationwide is on your side” slogan and jingle in the ’60s, is behind new work that leverages Nationwide’s NFL partnership. Read the full article ➔
Gatorade scores a touchdown with inclusive football campaign
By Sara Karlovitch • Sept. 4, 2024
The PepsiCo brand extends its “Is It In You?” platform with an effort that focuses on equity and inclusion in the changing sport. Read the full article ➔
Applebee’s CMO on how brand’s NFL sponsorship feeds its new campaign
By Chris Kelly • Sept. 3, 2024
Grey developed ads and a content series that could help the casual dining chain leverage its role as the official grill and bar of the NFL. Read the full article ➔
State Farm bundles football and fútbol for latest NFL-timed campaign
By Aaron Baar • Aug. 28, 2024
The insurer is promoting its services with a series of ads that feature talent like “Ted Lasso” star Cristo Fernández and Kansas City Chiefs’ Patrick Mahomes. Read the full article ➔
Buffalo Wild Wings brings Jason Kelce back to football in new ads
By Peter Adams • Aug. 27, 2024
The former Eagles center pals around with the brand’s CGI buffalo mascot in an effort that leans into Kelce’s recent retirement and famous brother. Read the full article ➔
This article was written by Sara Karlovitch from Marketing Dive and was legally licensed through the DiveMarketplace by Industry Dive. Please direct all licensing questions to [email protected].
