NFL embraces content creators to attract Gen Z fans
- Content creators are being utilized by the NFL to connect with younger audiences during major events like the Super Bowl.
- This strategy aims to counter growing anti-sports sentiment among Generation Z, with 27% identifying as such.
- The NFL's investment in creators has resulted in record-high engagement rates among younger fans.
In the United States, hundreds of content creators flocked to New Orleans for Super Bowl 59, underscoring the NFL's strategic shift to engage younger audiences. Creators, like a 31-year-old social media influencer named Austin, received large contracts from brands such as Electronic Arts and Nike. Their task was to share exclusive behind-the-scenes content from the Super Bowl, guided by the belief that these influencers could effectively reach millions of followers. This approach has become essential in light of declining enthusiasm for traditional sports among younger generations, with reports indicating that generations Z and Alpha are increasingly viewing the NFL as an appealing entertainment option. As the NFL has prioritized its engagement with social media creators, statistics suggest the strategy is paying dividends. In recent years, identification as fans among younger generations has climbed steadily, reaching new heights. Ian Trombetta, the NFL's senior vice president of social, influencer, and creator marketing, emphasized that this outreach is crucial for capturing the attention of demographics less likely to tune into televised games. Given the rapid evolution of the sports marketing landscape, it has become clear that traditional advertising methods are not enough to attract the younger audience. The NFL's collaboration with social platforms, particularly YouTube, has been pivotal. The platform signed a significant deal in 2022 for the rights to