While professional American football is one of the most beloved sports in the US, the group that runs it – the National Football League, or NFL – is first and foremost a business. A very, very successful business. The NFL is the most profitable sports league in the world, bringing in more than $18 billion in revenue in 2022. In addition, each of the 32 NFL franchises is worth billions of dollars apiece.

Some of that success can be attributed to the dedication of teams’ fans, the nostalgia many consumers feel for their own football-playing days, and the culture that has come to surround the game itself. However, it’s also due in large part to strategic marketing initiatives from the league and individual franchises. We’ve analyzed some of the most memorable and effective marketing tactics from NFL teams over the years to compile a list of the biggest takeaways any brand can implement in their own strategies.

Creating Community

Like many other businesses, NFL teams know social media is one of the most accessible places for them to reach and interact with their audience. From the early days of Facebook, Instagram, and X (formerly known as Twitter), consumers began using the platform to share their thoughts about their favorite teams and connect with other fans. Over time, NFL teams have devised strategic ways to capture and direct these fans in a way that strengths their brand identity and increases engagement for the franchise’s official accounts.

For example, you’ve probably noticed that your favorite team has a branded hashtag that fans use on Instagram and X to add their photos and thoughts to ongoing conversations about the team. These hashtags are incredibly pervasive and popular. Some teams choose to update their official brand hashtag every season, but others have found a combination that stands the test of time. The Green Bay Packers’ #GoPackGo and the Philadelphia Eagles’ #FlyEaglesFly are consistently among the most-used NFL hashtags every season, earning each brand thousands or even millions of interactions.

Even if your company doesn’t have a legion of loyal fans, you can still encourage increased engagement with branded hashtags and phrases that relate to your audience’s interests. Using your chosen keywords in your own posts and encouraging your audience to share their own thoughts or experiences can facilitate widespread usage of the hashtag, as well as help followers form connections with each other.

Building a Brand Story

In addition to a branded hashtag, NFL teams are also great at developing an ongoing storyline with a slogan for each season. A consistent story gives fans a continuing theme to focus on and rally behind throughout the year, and it builds anticipation and emotion to keep them watching until the very last game.

One of the most enduring examples of brand storytelling in the NFL is from the Dallas Cowboys, also universally known as “America’s Team.” The nickname dates back to the 1970s, when the Cowboys enjoyed a long period of on-field success and built their massive fanbase. The term started with a casual quip from a broadcaster, but the Cowboys adopted it, incorporating the term into their marketing and using it to fuel fan pride for decades. The Cowboys’ consistent use of the nickname has helped the team retain the largest active fanbase in the league, even though the team hasn’t won a Super Bowl since 1996. For smaller brands, a long-term brand story helps customers connect with the history and mission behind the business, even if they haven’t been with you since the beginning.

More recently, the Cincinnati Bengals went into the 2021-2022 NFL season as the perennial underdogs. Throughout their history-making season, the Bengals played into their reputation with a chip on their shoulder, using the recurring tagline “Why not us?” to promote each win and jump in the league’s rankings. Today, following back-to-back appearances in the Super Bowl and AFC Championship, they are no longer the underdogs, but their brand still conveys a cool confidence and “us against the world” attitude. Thanks to their on-field success and compelling brand story, the Bengals have grown their following on social media from about 440,000 Instagram followers in 2020 to more than 1.5 million as of September 2023. Even for small businesses, a strong brand personality that permeates across marketing platforms can attract a loyal following who are eager to see what you’ll say or do next.

Bringing the Brand Down to Earth

Even with their tremendous popularity and success, NFL teams have also recently had to place increased emphasis on forming more personal connections with their audience and creating a more relatable brand presence. In the past, many football players (and athletes in general) were seen as almost superhuman and untouchable. We saw this with players like “Mean Joe Green” and his famous 1979 Coca-Cola commercial, or the original “Joe Cool,” Joe Montana.

Now, thanks to several advancements in technology, audiences are asking to see a more human side to their favorite brands, and social media makes it easier for NFL teams to deliver on that expectation. Often, the brands that gain the most traction are the ones that show off their players’ personalities and unique stories on both digital and traditional platforms. You might remember Travis Kelce’s highly anticipated Saturday Night Live hosting gig, or viral TikToks featuring teams like the Detroit Lions proudly listing their favorite Taylor Swift songs. However, you don’t need a national audience to see a significant impact. Bringing your brand down to earth with unique personality and real, relatable content makes it a much more appealing follow for many consumers.

Prioritizing Quality Visuals

One thing you may have noticed about NFL teams’ digital presence is how frequently they post, and how each post includes an image with high-quality photographs and eye-catching branded graphics. The teams have clearly learned that original graphics and photos are the most valuable social media content, according to Venngage. Studies also show that brands who post at least once a day on social media tend to earn more followers and engagement, and most teams post multiple times per day during the season.

Of course, with action-packed games and practices, the NFL has more visual source material than most industries. However, each franchise has also made it a priority to hire full-time photographers, videographers, and graphics designers to capture the most compelling moments, create on-brand content, and post the images on social media in near-real time. While your brand may not have the budget to hire a full media team, you can model their approach by regularly taking original photos and videos of your company’s products, services, events, and more. Using those quality images in your marketing gives consumers a look at the real people and purpose behind your business, which further solidifies the real and relatable impression of your brand.