In an age where there seems to be no limit on the amount of content that the world can consume, being able to put your brand front and center has never mattered more. The fascinating thing is that this is as true in the world of sport as it is in any other industry or sector in the entertainment world. To truly understand what is going on here, we’re going to take a deep dive into the world of the NFL to see how it has become so much more than a sports league.
We’ll be looking at new forms of content, different ways the league is connecting with the fans, and the impact that this has on the players. Not only that, but we’ll be looking at the NFL alongside other leagues and franchises to see how it is stepping out of the confines of North America and looking to go truly global.
NFL Documentaries: A Bridge to Casual Fans
For the NFL to really put itself out there and move beyond a sport with a condensed season that is only played in one part of the world, they need mass-market content. The way you do this — as shown by shows like TUF in the world of MMA — is with a reality show. Seasons of shows like All Or Nothing and Last Chance U have been hits for years, not least because of the exciting way that they are shot and produced. By showing casual fans what goes into preparing for a game and giving them a chance to get to know the men under the helmets, these shows provide a really important bridge.
Football fans and hardcore lovers of the game are always going to watch them, which is why it’s so important to tailor the content to a much larger, but slightly less knowledgeable audience. Simple things like having a narrator who pops up at the right time to add a couple of words of wisdom really can make all the difference. Naming players, describing the intricacies of a specific position, and even narrating a quick recap of a game from the previous season that shows how a rivalry has started all help to tell a story.
One of the fascinating things about this type of shoulder programming is that it can then be set alongside adverts for upcoming live games. All Or Nothing is a prime example of this, with each of the five seasons (plus one in the world of college football) following a single team throughout the season. Fans who watch the series will naturally feel like they have gotten to know the team and have a much better idea of the team’s history and what the players stand for. It doesn’t take a big leap of imagination to see that casual and first-time watchers will then have one eye on the next live fixture that the team is going to play.
The NFL Draft: Connecting to College Football
You only have to look at the buzz around the Draft to see that it has become an event of its own. What used to be a niche spectacle is now primetime, with many different sports websites and channels around the world highlighting the athletes and the prizes that are within touching distance. Sanders falling right down the ranking last season is a prime example of how a Draft story can crossover into the sporting mainstream, drawing in a new wave of fans to see how things have changed so rapidly for a star of the college game.
The more you look at the statistics, the permutations, and the rankings, the more you see why sites like Sportsbet are looking to connect with the Draft. Sports fans love to dive into the details and make predictions, so combining college football statistics with tales of the tape and the latest betting odds can prove to be really insightful. Even something as seemingly innocuous as a big swing in the odds away from a player being picked in the first round can indicate discussions and changes of approach that are going on behind the scenes.
As the odds and narratives around certain players evolve in the weeks leading up to the Draft, it becomes a spectacle in its own right. Fans and casuals join expert commentators and analysts to see who will be chosen when and who will be faced with the humiliation of going undrafted. Given how opaque things like the transfer market in association football (soccer) can be, many fans see the structure of the Draft as something that provides plenty of welcome relief.
The NFL Combine: Celebrating Super-Human Athletes
The NFL Combine is when players are put through their paces from a physical point of view, with much of it now televised live. The best college players in the nation put themselves to the test by taking on the same battery of challenges as players from years gone by. The 40-yard dash, the vertical jump, and the bench press reps challenge with a 225 lb barbell are all iconic tests that can make or break a player’s perceived potential.
While there are some critics out there who will tell you that a WR has more to their game than running a great 40-yard dash, going sub 4.30 seconds is sure to put you on the radar of more than your fair share of NFL teams. It also gives fans a chance to speculate on who the next athletic powerhouse will be and who will hit the ground running like no one else can in their rookie year.
Not only that, but the Combine is instantly accessible to casual fans who may not be aware of the intricacies of a three-hour NFL game. By showing them who is stronger, faster, and more agile, the Combine can pique interest in high-performing players as they get set to enter the Draft and hopefully make their way onto the roster next season.
Overseas Games: London & Brazil are the Future
Playing outside of North America is something that allows more fans to experience the glitz and glamor of an NFL weekend. By showing fans all over the world just how big the game is and how intense the play is, these overseas games build connections in new markets.
You only have to look at the way that the Jaguars have come to be loved in London to see that this is an approach that really works. A team that is rarely in and amongst the top contenders stateside has players in London on an annual basis for years now, making it something of an adopted team for many millions of European fans. The result is a natural affinity that makes them want to tune in to more stateside games so that they can follow the team that just arrived in their backyard.
Live Betting: Fans Test Their Knowledge
Betting on sports isn’t so much about trying to earn a quick buck while missing out on the action as it is about trying to test your knowledge. It’s this shift in the way that NFL sports betting is seen that has opened it up into a far wider market, and it’s something that streaming and picture-in-picture graphics have made possible.
Fans want to be able to test their knowledge and understanding of the game against the experts, which is why having the option to place bets during games has become a growth area. The result is a more interactive, engaging fan experience that gives those watching additional touchpoints with which they can feel like they are a part of the action.
The Future of the Game: Players As Media Personalities
Tom Brady has competed in a recent Mr Beast video on YouTube, Tyreek Hill has challenged Olympic 100 Champion Noah Lyles to a race, and the list could go on and on. The point here is that the future of the game is one in which the top players no longer endorse brands and stand quietly at the front, but one in which they produce their own content.
So many NFL players are cocky, confident, and have larger-than-life personalities that are tailor-made for the world of content creation. The result is the players who are followed by fans regardless of which teams they end up playing for over the course of their careers. You only have to look at the likes of Ronaldo and Messi to see that the model has already been proven in other global sports.