NFL Marketing Strategies: Strengths, Weaknesses, and Growth

NFL Marketing Strategies Michael McMillan SNHU SPT 350 7-2 Final Project

Strengths and Weaknesses NFL Strengths  Strong brand impartiality—The league features iconic franchises, star athletes, and premier sports entertainment.  Universal recognition—The NFL's substantial resources and track record of successfully entering and establishing itself in other foreign countries equip it for expansion in Germany  International extension experience- The NFL's success in entering and establishing itself in Mexico and the UK is a major asset. NFL Weaknesses  Educational gap- Germans may be unfamiliar with the sport's complex rules and gameplay (Roybal III, 2022).  Poor awareness—American football is unfamiliar to many Germans, unlike soccer, which is popular and culturally significant.  Another negative is severe rivalry from well-established local sports leagues, especially soccer. Source: https://rb.gy/udg2o2

Opportunities and Threats Opportunities  Growth of the American Football.  The NFL can enter the German market by capitalizing on the sport's global popularity.  Since Germans consume a lot of digital content, immersive online experiences, streaming content, and interactive technologies can captivate them.  Strategic collaborations with regional influencers, sporting groups, and German sports associations are promising. Threats  Cultural differences—Germany's soccer-focused sports culture makes it hard for American football to gain popularity.  Traditional sports dominance, especially in soccer, is difficult. Source: https://rb.gy/udg2o2

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Prospective Sponsor Opportunity  SWOT analysis shows TikTok can gain from NFL brand equity.  Partnering with the NFL affords sponsors an unmatched opportunity to boost brand awareness and reputation.  The NFL is also respected abroad.  The NFL's brand strength is global, and league partnerships give sponsors access to a diverse audience.  The relationship gives the sponsored project a positive brand image that appeals to customers and fans and makes it compatible with the NFL's high sports entertainment and values standards.

Prospective Sponsor Opportunity  TikTok can capitalize on American football's rising popularity.  The media app can leverage on Germany's expanding sports culture with the NFL's debut into the region.  By tying its brand to the growing interest in American football in a new country, the sponsor leads a changing sports scene.  The NFL partnership allows the media app to run intense marketing efforts.  They may create honest relationships with German fans and consumers, becoming more active and supportive of American football.

Organizational Overview Brief Description of Selected Sport Organization and Current Position in Market  The NFL, with 32 clubs, is the top level of professional American football.  This unique power has greatly influenced sports entertainment.  Famous for its fierce matches, prestigious clubs, and enormous fanbase.  As a cultural and athletic phenomenon, the NFL is unequaled in sports.  With a large and committed US fan base and a rising foreign audience, the NFL shapes sports entertainment.  High television ratings, wide media coverage, and hosting important events like the Super Bowl make it a marketing powerhouse and advertiser favorite.

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Organizational Overview Sales Status  NFL sales are impressive in several ways.  The games feature some of the strongest ticket sales in major sports, with stadiums regularly full.  International brand partnerships show the NFL's capacity to secure large sponsorship deals, demonstrating the league's value.  Millions watch the Super Bowl every year, which draws great TV ratings. Areas for Improvement  Player controversies and social issues need to be addressed.  The league's response to player protests, social justice programs, and safety concerns have been controversial.  The NFL must handle these delicate issues to maintain its brand and guarantee prospective sponsors are satisfied.

Organizational Overview Organization’s Audience Demographics  The NFL's diverse and big audience reflects its attractiveness.  People aged 18–49 make up a large part of the audience.  Despite the league's efforts to attract more women, most fans are male.  The NFL is present nationwide, with clubs strategically placed in major cities. NFL fan family earnings vary by socioeconomic background.  The NFL has also promoted diversity, attracting fans of many races and ethnicities, bolstering its position as a unifying force in American sports culture.

Potential Sponsor  TikTok's massive user base, especially among younger users, makes it a great NFL sponsor.  TikTok's under-30 user base matches the NFL's diverse viewership.  With its engaging and creative platform, the NFL can connect with fans in new and unique ways by exploiting the app's popularity among younger audiences to enhance brand engagement.  TikTok wants to increase its sports brand recognition and involvement.  For better live sports content interaction, the site has partnered with the NBA and NFL.  TikTok also wants to increase user interaction, brand exposure, and sports and entertainment industry dominance.  TikTok's real-time fan engagement tool will boost the NFL's position.  TikTok's allure to younger viewers gives the NFL a rare chance to connect with and bond with a new generation of sports enthusiasts.

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Potential Sponsor Key Stakeholders Involved  Key stakeholders from the organizations will ensure the NFL-TikTok partnership succeeds.  Director of Corporate Partnerships Jane Doe will lead the NFL's Corporate Partnerships Team through the partnership's complexity.  The NFL's Digital Media Team, led by Sarah Johnson, will execute the digital content plan.  The TikTok Sports Partnerships Team, managed by Emily Brown as Sports Partnerships Manager, is helping them form relevant sports partnerships.  The NFL's Fan Engagement Team, led by Director of Fan Engagement Michael Thompson, will also boost fan interaction and connectivity to provide a captivating audience experience.

Value Proposition  Value proposition is a product's unique benefits that set it apart from competitors.  An unique set of profits for both sides makes TikTok's NFL collaboration valuable.  TikTok can instantaneously connect with millions of NFL fans mostly the youth.  The sports organization will give TikTok a comprehensive package to meet the sponsor's business aims. Source: https://rb.gy/677ok8

Value Proposition  NFL will also give TikTok a direct audience conduit.  The cooperation will also help TikTok expand by using the athletic organization's reach.  NFL will allow TikTok to advertise at 30 national club stadiums.  TikTok will gain major promotional incentives for the partnership.

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Business Terms  Three to five years will be spent on TikTok sponsorship.  The length will ensure a long-term partnership that will strengthen their fanbases.  The commitment will also provide stability for long-term planning, enabling content generation, cooperation initiatives, and intelligent marketing campaigns with cumulative advantages.  Based on statistics from similar sports leagues, TikTok's sponsorship fee will be industry standard.  The latest Nike-NBA sponsorship arrangement estimates a $100 million to $1.1 billion long-term market. NFL partnerships like PepsiCo and NFL have had annual expenditures of $90 million to $100 million (de Rauglaudre, 2023).  The wide branding opportunities, national publicity, and in-the-moment interface MLB will supply to TikTok make the suggested amount affordable in the context of sports sponsorship arrangements.

Questions  Questions include; i. What is your company's strategic vision for developing partnerships, and how do you envision supportive initiatives supporting long-term commercial goals? ii. Can you elaborate on your organization's target audience expansion and engagement efforts, and how a prospective relationship might align with these demographics? iii. What KPIs does your organization prioritize when evaluating partnership effectiveness. iv. How might latent partners contribute to meeting these metrics?

References  Behrens, A., Yang, Y., & Uhrich, S. (2021). Keeping it real or bridging the gap? Brand positioning of US sport teams in Germany and China. Journal of Sport Management , 36 (2), 105-117.  Braumüller, B., Menzel, T., & Hartmann-Tews, I. (2020). Gender identities in organized sports—athletes' experiences and organizational strategies of inclusion. Frontiers in Sociology , 5 , 578213.  de Rauglaudre, A. (2023). When Institutional Capital Flows into Motorsport. The Future of Motorsports: Business, Politics and Society .  Dees, W., Walsh, P., McEvoy, C. D., McKelvey, S., Mullin, B. J., Hardy, S., & Sutton, W. A. (2022). Sport marketing . Human Kinetics.  Dockery, S. R. (2020). Onside: A Reconsideration of Soccer's Cultural Future in the United States (Doctoral dissertation).

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 Kaufmann, D. (2021). External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports (Doctoral dissertation, University of South Florida).  Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity . John Wiley & Sons.  Mamo, Y., Su, Y., & Andrew, D. P. (2022). The transformative impact of big data applications in sport marketing: Current and future directions. International Journal of Sports Marketing and Sponsorship , 23 (3), 594-611.  Mazzei, M., & Kirkpatrick, W. N. (2023). Corporate entrepreneurship in sport: evidence from North American leagues. Sport, Business and Management: An International Journal .  Monaghan, D., & Read, D. (2022). A Study of Satellite Fans' Existing Team Identification and Attitudes Toward a New, Local Franchise: A Case Study of UK-Based National Football League Fans. Sport Marketing Quarterly , 31 (4).

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