The Future of NFL Sponsorships: Emerging Trends and Brand Strategies

September 24, 2024
SponsorPulse Staff

NFL sponsorships offer brands, especially in the automotive sector, a strategic opportunity to engage with a passionate fan base, leveraging innovative activations to enhance visibility and convert potential customers, as seen with companies like Toyota and the market dynamics around domestic brands like Ford and Chevrolet.

NFL sponsorships are a major marketing avenue for brands looking to tap into the league’s passionate fan base. With over 100 million people tuning in for events like the Super Bowl, brands across various industries are eager to align themselves with the fervor and allegiance that NFL fans embody.

As NFL sponsorships evolve, success increasingly hinges on innovative activations and strategic partnerships. Automotive brands, in particular, are adopting new strategies to boost their visibility and attract new customers.

Here's how automotive brands are leveraging NFL sponsorships to connect with fans and grow their market share:

Why Automotive Brands?

But first, why automotive? SponsorPulse data reflects that automotive consumers tend to over-index as NFL fans. These individuals are far from casual viewers—they’re passionate about the game! With this in mind, it’s no surprise that their engagement with the NFL primes them to be influenced by strategic sponsorship.

For brands like Toyota—the named automotive partner of the NFL—this is a valuable insight. Interestingly, Toyota ranks last among the top 15 automotive brands in terms of current brand users who engage with the NFL. While this may seem like a disadvantage, it actually presents a sizeable opportunity. With NFL sponsorship, Toyota has the chance to convert drivers who don’t currently have the brand on their radar.

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Securing Market Share

For many automotive brands, NFL sponsorships aren’t just about brand visibility—they’re about securing market share. For instance, drivers of domestic brands like Ford and Chevrolet have the highest potential for conversion through NFL-related marketing efforts, as measured through our SponsorPulse Opportunity Score.

Brands can use this insight to improve their NFL sponsorship strategies. For example, even though Toyota currently has lower NFL fan engagement compared to American brands like Chevy and Ford, it pinpointed a significant opportunity to gain market share. Since drivers of domestic vehicles are more likely to switch brands, Toyota can focus on reaching those consumers. By tailoring its strategy and messaging to attract fans loyal to American-made brands, Toyota aims to strengthen its position as the NFL’s official partner.

Innovative Sponsorship Activations

The most successful NFL sponsorships go beyond logo placements or commercial airtime. Brands that creatively activate their sponsorships—through on-site experiences, digital engagement, or community-focused initiatives—tend to make a more lasting impression on NFL fans.

Automotive companies have been especially effective at crafting unique experiences for fans. Whether it’s through offering test drives at NFL events, showcasing cutting-edge vehicle technology in stadiums, or launching interactive social media campaigns during major games, these brands are finding exciting ways to engage with fans on a deeper level.

Exploring New Frontiers

As the automotive industry continues to evolve, brands are finding new ways to leverage NFL sponsorships to stay competitive and relevant. For example, the rise of electric vehicles (EVs) and the growing popularity of flag football are reshaping NFL sponsorship opportunities across various industries.

As interest in EVs surges, with 81% of EV-interested consumers engaging with NFL content last season, brands have a unique chance to highlight their commitment to sustainability and innovation. By showcasing electric vehicles at NFL events and running eco-friendly campaigns, automakers can align with the future of the industry while connecting with passionate NFL fans.

Similarly, the NFL’s investment in flag football, which will debut at the 2028 Olympics, presents another avenue for brands to engage with a diverse global audience. By supporting this emerging sport, brands can broaden their reach, tap into new demographics, and associate themselves with the excitement of a growing alternative sport.