Observed Signal · Jun 22, 2026 · Partnership · Source: Adweek · Impact: 2/5 · Sentiment: Positive
NFL Builds Off‑Field Connections with 72andSunny
At Cannes Lions, NFL CMO Tim Ellis and 72andSunny founder/chair Glenn Cole discussed the league’s eight‑year partnership and its strategy to grow fandom beyond games. They highlighted campaigns such as flag football initiatives and the Helmets Off effort to humanize players and reach nontraditional audiences (including LGBTQ+ fans). The Super Bowl and halftime performers (e.g., Bad Bunny) were cited as tentpole opportunities to attract women, Latino and younger viewers, while allowing local markets (notably in Europe) to adapt creative executions.
Major sports league and creative agency discuss long-running partnership and campaign strategies that illustrate how tentpole moments (Super Bowl) and human-focused creative (Helmets Off) are used to grow audiences and inform brand-sponsorship approaches; relevant to brand/agency planning but not industry-shifting.
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Key Takeaways & Evidence Grounding
- The NFL and 72andSunny have partnered for eight years.
- At Cannes Lions, Tim Ellis (NFL EVP & CMO) and Glenn Cole (founder & chairman, 72andSunny) spoke about the partnership.
- Campaigns referenced include flag football-focused work and the Helmets Off strategy to humanize players.
- The Super Bowl is used as a tentpole moment to reach women, Latino audiences, and younger viewers; Bad Bunny’s halftime was cited as an example.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
NFL Rebuilt Brand with Player-First Marketing
At Marketecture Live III in New York City, Tim Ellis (Chief Marketing Officer, NFL) and Brandon Marshall (NFL veteran and Founder of I Am Athlete) discussed how the NFL transformed its public image through player-first, culture-driven marketing. They described tactics such as humanizing athletes (the “helmets off” strategy), launching programs like “My Cause My Cleats,” emphasizing authenticity and conviction in storytelling, and using transparency and cultural relevance to rebuild trust during periods of controversy and social movement. The session highlighted the role of empowering individual players to create scalable brand impact and recommended prioritizing authentic storytelling over polished messaging to deepen emotional connections with fans and stakeholders.
Go Global: Engaging Sports Fans Beyond Borders
The article discusses the global expansion of sports leagues, particularly the NFL, and how it creates opportunities for brands to connect with international audiences. During an ADWEEK panel hosted with Octagon, industry leaders highlighted the need for brands to authentically engage with fans by leveraging local cultural nuances while maintaining a global scale. The NFL plans to host nine international games in 2026, showcasing the shift in sports as a borderless experience. The discussion also noted the significance of athletes acting as cultural bridges and the importance of operational strategies and infrastructure to support global partnerships.
Super Bowl Ads: Launchpad for Lasting Brand Campaigns
Industry leaders convened in an ADWEEK House group chat to discuss the continuing relevance and evolving strategies of advertising during the Big Game. Panelists argued the Super Bowl functions as a launchpad—the broadcast spot often marks the start of a broader, longer campaign rather than its conclusion. Celebrity placements remain common, but authenticity and fit with brand culture are now emphasized. Live sports deliver high-emotion, focused audiences that improve brand recall, and gaming and other extensions (e.g., a Livewire/NFL YouTube docuseries) offer integrated activation opportunities. Examples cited include Novartis using a Big Game moment to drive prostate cancer awareness, PepsiCo stressing post‑game campaign support, and Mondelez’s celebrity-driven Ritz spot for 2026.
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