Winning Over Gen Z: How the NFL is Adapting to Engage Younger Fans

The NFL, a sporting behemoth with a rich history, faces a crucial challenge: captivating the attention of Gen Z. Born between 1997 and 2012, this generation, making up nearly 20% of the U.S. population, consumes content differently and holds distinct values. In a world dominated by digital media and instant gratification, the NFL is strategically adapting to win over Gen Z and ensure its continued reign as America’s most popular sport.

Meeting Gen Z Where They Are: Digital Domination

Gen Z lives online. Recognizing this, the NFL has aggressively expanded its digital presence, focusing on platforms like TikTok, Instagram, and YouTube. As Bryce Gustafson, NFL Senior Director of Social Programming & Initiative Integration, stated, the NFL is adapting its social media strategy in response to the rapid changes on these platforms. The goal is to be the most youth-focused, community-driven sports league globally.

TikTok Takeover: The NFL recognizes the importance of TikTok for engaging with younger audiences. NFL fans have been able to engage with TikTok in a different way than they did on other platforms over the past few years, resulting in significant growth in video consumption, engagement, and followers.
Creator-First Strategy: The NFL is placing content creators at the center of its mission to reach new audiences. This involves partnering with influencers who have “social media currency” and can authentically connect with Gen Z. For instance, the NFL hosted over 50 creators during the opening week of the 2024/25 season to produce social content from the sidelines.
Short-Form Content is King: Understanding Gen Z’s preference for easily digestible content, the NFL is prioritizing short-form videos and highlight clips. Taylor’s recent youth study showed that 69% of respondents turn to short-form content to help them feel more involved in sports culture.

Beyond the Game: Engaging with Culture and Values

For Gen Z, sports are more than just the action on the field. They seek experiences that align with their values and integrate seamlessly into their lifestyle. The NFL is responding by:

Embracing Pop Culture: The NFL has adeptly woven elements of popular culture into its marketing strategies to establish a deeper connection with younger audiences. The league has leaned enthusiastically into Kansas City Chiefs player Travis Kelce’s relationship with Taylor Swift has been a masterstroke in marketing.
Championing Social Causes: Gen Z is passionate about social justice and expects brands to take a stand on important issues. The NFL is actively championing social causes that resonate with Gen Z and Gen Y fans. From initiatives promoting gender equality to campaigns celebrating Black History Month, the league actively champions social causes that resonate with Gen Z and Gen Y fans.
Personalizing the Fan Experience: The NFL is working to make players more relatable to fans, showcasing their personalities and lives off the field. Shows like HBO’s Hard Knocks and Netflix’s Quarterback have helped foster this feeling of connection among NFL-curious and diehard fans.

Innovation in Broadcasting: Reaching New Screens

Traditional cable TV is losing its grip on Gen Z, who are increasingly turning to streaming services and alternative platforms for entertainment. The NFL is adapting by:

Expanding Streaming Options: The NFL has strategically expanded its broadcasting options to include platforms that resonate with younger audiences. In recent years, the league added games to streaming services like Amazon, Netflix, and others, recognizing that traditional cable TV no longer holds the same sway with this demographic.
Kid-Friendly Broadcasts: Recognizing the importance of capturing young fans early, the NFL has partnered with Nickelodeon to produce kid-friendly broadcasts with animated effects and youthful commentary. To attract even younger fans—Gen Alpha—the NFL aired last year’s Super Bowl on Nickelodeon and used cartoon characters SpongeBob SquarePants and Patrick Star as commentators.
Alternate Broadcasts: The NFL is experimenting with innovative ways of reframing the live broadcast, using alternate broadcasts.

The Rise of Influencer Marketing

Influencer marketing has become an integral part of the NFL’s strategy to reach Gen Z. By partnering with popular content creators, the league can tap into existing audiences and deliver authentic, engaging content.

Content Creator Network: In 2017 the league created the NFL Content Creator Network, with creators targeted in specific verticals, such as fashion, gaming, wellness, and music on platforms such as TikTok, Snapchat, Instagram, and Twitter.
Creator of the Week: The NFL invited top content creators to weekly games across the country to highlight a fun and unique game day experience. Over the course of the season, the program ran for 23 weeks, collaborating with 27 creators to produce more than 200 shorts that garnered over 51 million views.
Access and Opportunities: The NFL is giving creators rights and easy access to match footage, as well as offering AAA opportunities in the days leading up to matchday to their “Creator of the Week”, such as meeting legends, and training visits.

Overcoming Challenges: NFL Fatigue and Shifting Interests

Despite its efforts, the NFL faces challenges in maintaining Gen Z’s interest. The oversaturation of NFL content, especially around tentpole moments such as season kickoff, may actually be turning off younger fans. Gen Z is being bombarded with football-related ads, news, and social media campaigns.

Competition from Other Sports: According to a recent study of people in their twenties conducted by Taylor, 33% of respondents said they would be more likely to engage with non-traditional sports than the NFL and its traditional counterparts.
Preference for Short-Form Content: Gen Z’s preference for short-form content and interactive experiences may make it difficult to hold their attention for the duration of a traditional NFL game.
Evolving Entertainment Landscape: With the rise of video games, e-sports, and other forms of digital entertainment, the NFL faces increasing competition for Gen Z’s leisure time.

Conclusion

Winning over Gen Z requires the NFL to be adaptable, innovative, and authentic. By embracing digital platforms, engaging with culture, championing social causes, and partnering with influencers, the league is making strides in connecting with this crucial demographic. While challenges remain, the NFL’s commitment to understanding and meeting the needs of Gen Z positions it for continued success in the years to come.