{"id":18936,"date":"2026-08-14T01:19:00","date_gmt":"2026-08-14T05:19:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=18936"},"modified":"2026-08-07T17:22:38","modified_gmt":"2026-08-07T21:22:38","slug":"the-nfl-fan-isnt-who-it-used-to-be","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-nfl-fan-isnt-who-it-used-to-be\/18936\/","title":{"rendered":"The NFL Fan Isn&#8217;t Who It Used To Be"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Kevin Dunn, CRO, Experian Marketing Services<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The biggest lesson from this summer&#8217;s FIFA World Cup wasn&#8217;t about soccer. It was a reminder that marketers need to rethink how they define a sports fan.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As brands prepare for another NFL season, many are still planning around an outdated picture of football fandom. Figures from a 2025 SSRS Sports Poll show that <a href=\"https:\/\/variety.com\/2025\/tv\/news\/taylor-swift-nfl-women-fans-1236542207\/\">women now account for 47% of the league&#8217;s U.S. fan base<\/a>, and yet football marketing often continues to default to the same assumptions it has for years: broad media buys, broad creative, and a broad definition of the audience itself. The opportunity is recognizing that today&#8217;s fans look very different from the ones many brands still imagine, and that they\u2019re watching the game in more places than ever before.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The World Cup brought that shift into focus. The tournament was successful because billions of people watched, and because sports fandom has become more participatory, fragmented and culturally driven than ever before. Fans moved between live matches, streaming platforms, creator content, social conversations and real-world experiences, often within the same afternoon. The brands that stood out understood how fans wanted to engage, building experiences before, during and after the matches rather than treating the game itself as the entire marketing opportunity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The NFL is following that same evolution, but with an added layer. The fact that almost half of NFL fans are women is one of the clearest signals that the traditional profile of a football fan no longer reflects reality, and it\u2019s only part of a much larger shift. Younger audiences are consuming football differently than previous generations. Multicultural audiences continue to reshape fandom. Streaming has expanded where and how people watch, while creators and social platforms have extended the conversation well beyond game day. Together, these changes paint a much broader picture of what it means to be an NFL fan today.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the same time, the games themselves are scattering across more places to watch than ever. NFL broadcasts now run across Amazon, Netflix, YouTube, Peacock, and traditional networks, and no single platform holds the whole audience. That changes the planning problem. A brand buying each of those environments separately ends up rebuilding its targeting logic, deal terms, and measurement framework five different times, and each platform hands back its own view of the viewer with no way to reconcile them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019ve watched too many NFL media plans get rebuilt from scratch every time a game moves to a new platform. That\u2019s an identity problem, and it\u2019s the one most marketing teams are least prepared to solve this season.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Too often, campaigns still begin with media instead of people. Brands develop strategies around platforms, inventory, or demographics and then attempt to fit audiences into those decisions. What they end up with is a generalized view of the &#8220;NFL fan&#8221; that overlooks the diversity of behaviors, motivations and purchase patterns that exist within today&#8217;s audience, and a targeting strategy that has to be reinvented every time the rights shift to a new platform.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Targeting should be built around the audience, not the platform. Define the game-day traditionalist, the Gen Z highlights viewer, and the growing female fan base once, using a consistent foundation in identity and consumer intelligence, and carry those same definitions into every environment where the games air.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The World Cup also demonstrated something else that football marketers should pay attention to. The campaigns that generated the greatest impact weren&#8217;t simply optimized for impressions. They built emotional relevance by understanding what mattered to fans and creating experiences people genuinely wanted to be part of. In an increasingly fragmented media landscape, that ability to understand audiences at a deeper level will matter far more than simply buying another media placement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The definition of an NFL fan has changed, and so has the map of where fans are actually watching. Brands that continue planning around a single audience profile, or a single platform, will find it harder to reach a growing share of this season&#8217;s viewers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brands that come out ahead this season will do what the league itself is doing with its media rights: build for many platforms at once, not just one, with the independence to carry an accurate audience definition across every one of them.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The definition of an NFL fan has changed, and so has the map of where fans are actually watching. <\/p>\n","protected":false},"author":26,"featured_media":18937,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[13],"topics":[2],"class_list":["post-18936","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-sports-entertainment","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The NFL Fan Isn&#039;t Who It Used To Be | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-nfl-fan-isnt-who-it-used-to-be\/18936\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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