Football is Back – The Opportunities Ahead for Brands to be in the Culture Zeitgeist

With the NFL season underway, we’re set to see a continuation of where we left off last season – women in football shining just as bright as the athletes on the field. That expanded audience is not just tuning into games and learning what a touchback is, but is engaging with, and participating in, the spectacles that surround the games. From the pre-game fashion to the in-game viral moments, the sport has seen a transformation over the past year that’s also bringing new opportunities for brands to connect with a growing audience in new and meaningful ways.

We’ve already seen the largest above-the-line marketing campaigns go live to celebrate the start of the season, but the best is yet to come with both endemic and non-endemic brands alike vying for earned media attention, virality on TikTok and, of course, a coveted industry award or two. Here are a few trends we’re keeping an eye on while on the road to the Big Game this season, and how brands can connect with new fans in authentic ways:

Opportunistic Storytelling: The undertone to everything we’re watching this season will be the impactful use of quick-turn, creative-earned storytelling – brands capitalizing on a trending moment before it reaches virality and inserting themselves into the conversation. We saw this executed well last season when KidSuper immediately renamed the jacket Travis Kelce wore to “1989” an Easter egg for the Swifties, as Travis and Taylor confirmed they were dating. Another masterclass was the Heinz Ketchup and Seemingly Ranch execution, when Heinz quickly released a limited edition sauce after a fan account spotted Taylor Swift eating chicken tenders and “seemingly ranch” at a Chiefs game.

Takeaway: Earned-focused creatives can continue to help brands make immediate impacts – if brands are ready to capitalize when the moment presents itself.

Thinking Beyond the Tunnel Walk: First, we saw athletes turn a quick walk from their car to the locker room into a runway, spotlighting their own individualism via fashion. Then, we quickly saw brands take it over to launch new products and limited-edition merch, turning the photos into coveted social impressions with high-followed social accounts like BlitzFits, ProTrending and LeagueFits.

Takeaway: While the brand takeover of the tunnel walk will continue to grow in popularity, we’ll see more and more brands tapping into other football traditions – from the tailgate to the touchdown celebration.

Tapping New Talent: With a broader audience tuning into football on TV and across social, there’s an opportunity to expand brand partnerships beyond NFL (and college) athletes. Sure, Tom Brady will always drive clicks, but the women of the league – like Kristin Juszczyk, Claire Kittle and Olivia Culpo – can more authentically connect with the broadening audience that has football-adjacent interests.

Takeaway: If the start of the season is any indication, we’ll continue to see brands partner authentically with women in/around football to reach new audiences.

All Eyes on Flag: With Flag Football scheduled to make its debut at the 2028 summer games in Los Angeles, brands are well underway prepping for what’s slated to be the next big sport globally. While a healthy dialogue is already happening around whether NFL stars will be tapped for the 2028 summer roster, teams, leagues and brands are helping to grow the game’s visibility, from grants and equipment donations to working with Flag athletes like Diana Flores and Darrell Doucette.

Takeaway: Non-endemic sports brands should evaluate Flag Football as a strong potential avenue for authentic storytelling as the sport gains popularity rapidly in the U.S. and globally.

Wherever this season takes us, we know that more fans will be tuning in and ready to engage with brands that are creatively and authentically inserting themselves into the football cultural zeitgeist.