"The questions were part of a social media video asking players about women's products. It was created by Betches, a media company that caters to a young female audience, and garnered 1.5 million views on Instagram. While it might not be traditional NFL content, it's resonating and building on the league's push to attract young women through partnerships with women-centered media outlets."
"The league partnered with Betches last December, and finalized a partnership with The Gist, a female-fan focused sports site and newsletter, in August. The NFL has long seen women as key to their efforts to broaden the league's appeal, a push that gained extra momentum after Taylor Swift began her highly-publicized relationship with now-fiancé Travis Kelce of the Kansas City Chiefs."
""As we want to connect with this audience, authentic, real storytelling is absolutely key," said Marissa Solis, the senior vice president of global brand and consumer marketing at the NFL. "So rather than doing targeted ads that really don't connect ... you give access to (Betches and The Gist) but they tell the story in their own point of view, being there, front and center. And I think that connection is something paid advertising can't do.""
A social media video at the NFL draft asked top prospects questions about women's products and generated 1.5 million Instagram views. The NFL formed partnerships with women-centered outlets Betches and The Gist to reach female fans and provide those outlets with access to major league events like the Super Bowl, the draft, and the combine. Betches produced a tailgate tour series and The Gist launched a free weekly game for predicting winners. The league sees women as a key demographic and is prioritizing authentic storytelling through partners to better connect with young female audiences.
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