Beyond the Game: How NFL Teams are Winning on Social Media in 2025
The roar of the crowd, the crunch of helmets, and the thrill of victory – these are the sensations that define the NFL experience. But in 2025, the game extends far beyond the gridiron. It lives and breathes on social media, where teams are battling for fan engagement with the same ferocity they display on the field. With the Kansas City Chiefs’ Patrick Mahomes slinging passes and the Philadelphia Eagles’ Jalen Hurts orchestrating drives, the digital landscape is just as competitive as the AFC and NFC conferences.
The Altcast Revolution: A New Way to Watch
The future of sports viewing isn’t just about who wins or loses; it’s about how fans choose to experience the game. Alternative broadcasts, or “altcasts,” are transforming how fans consume NFL content. Pioneering initiatives like the EA Sports Madden NFL Cast on Peacock and the NBA 2K25 DataCast on truTV and Max are leading the charge. These blend the excitement and interactivity of video games with live sports data.
By 2025, altcasts have become increasingly sophisticated and varied. Position-specific streams offer tactical analysis, culture-focused broadcasts cater to lifestyle fans, and gaming-inspired overlays attract younger audiences. Each altcast creates its own micro-community of engaged fans, presenting brands with unprecedented opportunities for targeted messaging and authentic engagement.
Real-Time Engagement: Riding the Social Media Wave
In 2025, static sports advertising feels outdated without real-time signal integration. Advances in sports data integration and creative automation are driving this evolution. Platforms like Genius Sports’ FANHub let brands automate ad production at the speed and scale needed to capture fan attention in crucial moments. The technology processes everything from player performance data to real-time weather signals, creating relevant ad experiences that feel natural and timely.
First-Party Fan Playbook: Building Direct Relationships
Smart brands aren’t waiting for privacy regulations or browser changes to dictate their data strategy. They’re actively building direct relationships with fans through first-party data. The NFL’s OnePass program, for example, allows fans to access personalized content, stadium experiences, and promotions. This direct connection provides teams with invaluable insights into fan preferences, enabling them to tailor their social media strategies accordingly.
The Omnichannel Arena: Seamless Experiences Across Devices
Super Bowl Sunday is no longer a single-screen experience. As fans turn to CTV, mobile apps, and interactive social platforms, brands need to adapt their advertising strategies to stay ahead of evolving fan behaviors. Brands that prioritize multi-screen engagement, cultural relevance, and real-time AI-driven contextual advertising are the ones celebrating a win long after the game clock runs out.
The Power of Influencers: Amplifying the Message
The NFL recognizes the power of influencers in reaching new and diverse audiences. In 2025, the league teamed up with over 150 creators from around the world to capture content surrounding Super Bowl LIX. These creators provided instant highlights, exclusive updates, and interactive content, keeping international fans engaged.
Adobe and the NFL: A Creative Partnership
The NFL and Adobe announced an expanded global partnership that combines AI, creativity, and marketing to deliver a new level of AI-powered fan experiences. Adobe Experience Platform and applications, including Adobe Express and Adobe Firefly, empower the NFL to generate fan content and engagement at a new scale. Fans can uniquely express their passion for their teams with NFL-themed Adobe Express templates that they can easily remix and share on their channels.
The Draft: A Social Media Spectacle
The 2025 NFL Draft proved that social media strategy has become just as important as draft strategy for teams. The New York Giants dominated the digital space on Day 1, generating 33.9 million impressions with their high-engagement content. On Day 2, the Jacksonville Jaguars surged to the top, leveraging key draft moments to create personalized fan connections. The Cleveland Browns closed strong on Day 3, building narratives around late-round picks and maximizing fan involvement.
Super Bowl LIX: A Social Media Blitz
Super Bowl LIX was a goldmine for social media engagement, with 2.71 million online mentions during the game. The Philadelphia Eagles saw a massive spike in engagement, racking up $6.4 million in total media value on Super Bowl Sunday. Brands like Instacart and Poppi leveraged nostalgia and humor to create viral campaigns that resonated with fans.
Key Social Media Strategies for NFL Teams in 2025:
- Taking Content Off the Field: Showcasing players’ personalities and lives outside of football.
- Posting On-the-Field Highlights in Real Time: Sharing exciting plays and game updates.
- Inside Access to Players on the Field: Providing exclusive glimpses into player communication and interactions.
- Interactive Content: Gamification, fantasy leagues, and trivia contests.
- Personalized Content: Tailoring content to individual fan preferences.
The NFL’s success on social media in 2025 is a testament to its ability to adapt to new trends, embrace digital innovation, and connect with fans on a personal level. As the league continues to evolve, social media will remain at the forefront of its strategy, driving fan engagement and long-term brand growth.