Digital & Beyond: Maximizing Engagement With Consumers
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What’s next for fandom in 2025? Discover how AI, personalization, and streaming are reshaping fan engagement.
At CES 2025, Brand Innovators hosted a session that was nothing short of game-changing. Melissa Dunn, EVP of Marketing & Communications at Suzy, moderated the discussion, featuring Andy Kauffman, SVP of Marketing Strategy & Science at the NFL. Together, they explored how the league is evolving fandom, leveraging cutting-edge technology, and delivering unforgettable fan experiences.
If you’ve ever wondered how to captivate a diverse audience, scale personalization, or make your brand resonate on a global stage, this discussion was a masterclass. Here are the top takeaways you need to know:
1. Making the Game Personal: The “Helmets Off” Strategy
When it comes to connecting with fans, the NFL has flipped the script. Historically, players were viewed as athletes on the field, their faces hidden under helmets. Now, the league is putting the people behind the players front and center.
“Fans connect emotionally when they see who these players are off the field: their passions, personalities, and stories,” Andy explained.
By showcasing their love for music, fashion, gaming, and social justice, the NFL has broadened its appeal. This “helmets off” approach has proven especially effective with women, younger fans, and international audiences, driving deeper connections beyond the sport itself.
2. Cracking the Code: Understanding the Fan Journey
If fandom were a map, the NFL would be the ultimate cartographer. Andy shared how the league dissected the fan experience to uncover key moments that drive engagement, mapping out a three-phase journey:
Anticipation: The hype leading up to the season or game.
Engagement: The thrill of game day, whether streamed, attended, or viewed at home.
Reflection: Reliving the best moments and looking forward to the next season.
“We’re not just focused on game day,” Andy said. “We want to understand where those ‘moments that matter’ are—good or bad—and how we can build or strengthen fandom year-round.”
By identifying these touchpoints, the NFL delivers content and experiences that meet fans exactly where they are.
3. Scaling Content Like a Pro: The NFL’s 1,500-Per-Week Machine
Creating content at scale is no easy feat—but the NFL makes it look effortless. With over 2 billion followers across its social ecosystem, the league churns out an incredible 1,500 pieces of content per week. How? By relying on a team of Local Content Correspondents (LCCs) who cover everything from game-day highlights to personalized player stories.
But the content doesn’t stop at social media. The NFL is repurposing these assets across channels, ensuring fans around the globe feel connected to their favorite teams and players in ways that resonate.
4. Personalization at the Speed of AI
The NFL is also embracing AI to deliver hyper-personalized fan experiences faster than ever.
Imagine this: Need localized, player-specific ads in 12 languages across 15 markets by tomorrow? The NFL is piloting an AI-powered system that makes this happen in minutes.
“AI lets us version content at scale, turning creative assets into tailored messaging for different fans, markets, and channels,” Andy explained. “It’s a productivity game-changer.”
This approach not only engages fans but also drives measurable ROI by delivering exactly what the audience wants, when they want it.
5. The New Game Plan: Streaming & Omni-Channel Engagement
As the NFL dives into streaming with platforms like Amazon Prime, YouTube TV, and Netflix, fans have more ways than ever to watch games. However, with increased options comes increased complexity.
Enter the NFL’s “Ways to Watch” product, a recommendation engine that guides fans to their preferred games based on location, subscriptions, and preferences.
“The irony is that while games are more accessible than ever, it’s harder to figure out where to watch,” Andy said. “This tool solves that pain point—and even encourages fans to subscribe to new services directly from the app.”
It’s a win-win: Fans find their games, and the NFL drives adoption of its streaming partnerships.
6. Unlocking Growth: Where the NFL Is Winning Big
Growth is coming from all angles for the NFL:
Domestically, the league is seeing significant growth among women, youth, and Latino audiences.
Internationally, strategic efforts have driven a surge in fandom across key markets.
And it’s not just about adding new fans. Existing fans are spending more time, energy, and money with the NFL, proving that deeper engagement is just as valuable as growing the base.
7. Failure as a Playbook for Success
Andy had one piece of advice for marketers looking to innovate: don’t be afraid to fail.
“Just do it,” he said, quoting Nike. “You’re going to fail. You’re going to mess up. But when you strike gold, it’s worth it.”
The NFL’s successes—like its AI-driven personalization or fan journey mapping—came from countless experiments, many of which didn’t work. But those failures became stepping stones for innovation and growth.
8. Align Goals & Content Across Teams
Andy stressed the importance of clear alignment across the organization. At the NFL, every team works off a “plan on a page” that outlines specific goals and KPIs.
“This alignment ensures that every piece of content we create, every campaign we run, ladders up to our broader organizational objectives,” he said.
The lesson? Clarity and alignment are the foundations of any successful marketing strategy.
The Playbook for 2025: Key Advice for Marketers
Melissa closed the conversation by asking Andy what advice he’d give marketers heading into 2025. His answer? Take risks, experiment, and always keep your audience at the center.
“If you align your strategies to your fans’ needs and focus on delivering value at every touchpoint, you’ll create lifelong advocates for your brand,” Andy said.
Watch the Full Session
Ready to hear even more insights from this dynamic discussion? Watch the full recording of this CES 2025 Brand Innovators x NFL session to see how Andy and Melissa are transforming fandom and marketing.
