Dive Brief:
- The NFL has partnered with GameSquare, a gaming and creator entertainment media company, for a new event series entitled “NFL 4 The Fans Live,” according to a press release.
- The series is meant to blend NFL fandom with interactive gaming and creator-driven content. The effort will launch with a multi-city series that coincides with key moments of the NFL calendar and features live-streaming capabilities.
- The effort will include friendly competitions between talent in both real-life activities and gaming challenges, and will also serve as a place for conversation among talent and football fans. The effort could help the league broaden its engagement with consumers.
Dive Insight:
The NFL is nodding to the impact that both the gaming and creator community have had on the cultural landscape through its partnership with GameSquare. The move is strategic as the league works to broaden its engagement with new and existing audiences, said Ed Kiang, vice president of video gaming for the NFL, in release details.
“NFL 4 The Fans Live” will be accessible for both in-person and online audiences during the NFL season, and will kick off with a multi-city series timed to major moments on the NFL calendar. The series will include a range of segments, like friendly competitions, while the livestream will be a place for conversations, challenges via the chat and appearances from surprise NFL talent. The event will welcome guests beyond NFL brass, including mainstream entertainers, internet stars and video gaming content creators.
The series also unlocks several levels of opportunity for brand partners to participate, per release details. The move could appeal to a broad range of brands interested in marketing to Gen Z and growing loyalty with more digitally native sports fans around key moments during the season. Brands have continued to bet on creators, with 44% of marketers this year planning to up their investment on the channel.
The creator landscape was last valued at $250 billion and is expected to grow to $480 billion by 2027, according to a forecast from Goldman Sachs. For the NFL, a creator-focused series could help it build loyalty among younger audiences. The move joins other such efforts by the league this year, including a partnership with Gamefam to launch a Roblox gaming event timed to the Super Bowl. The NFL was also recently cited as the brand with the third-highest earned media value on TikTok, according to a study by CreatorIQ and TikTok.
It’s worth noting that GameSquare is also already familiar with the NFL, which could help provide the series with an additional layer of authenticity. GameSquare has financial and strategic ties to Dallas Cowboys owner Jerry Jones, and Cowboys’ Chief Financial Officer Tom Walker sits on GameSquare’s board. GameSquare had previously worked with the team on crossover promotions to reach the gaming and sports audiences, including the launch of the Cowboys’ community platform, “Dallas Cowboys Game Time.”
