""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.""
"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."
"Both outlets receive access to NFL tentpole events - the Super Bowl, the draft and the combine, to name a few - to create articles and content for their platforms, alongside additional league content. Betches, for example, kicked off a tailgate tour series as part of its partnership, and The Gist debuted a free game for predicting each week's winners."
Prospects participated in a social media video answering questions about women's products, generating candid reactions and 1.5 million Instagram views. The NFL formed partnerships with women-focused outlets Betches and The Gist to reach and engage young female fans via authentic storytelling and editorial access. Partnerships include privileges at major NFL events and collaborative initiatives such as a Betches tailgate tour and a free weekly-prediction game from The Gist. The league considers women central to efforts to broaden its appeal, an effort that gained momentum after Taylor Swift's publicized relationship with Travis Kelce. The strategy emphasizes organic connection over targeted ads.
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