The NFL is on a mission to continue its recent growth by expanding its reach and inclusivity. In its newest campaign, “This is Football Country,” the league is showcasing a more diverse group of individuals who are passionate about the sport. From featuring women like Mexican flag football quarterback Diana Flores to highlighting youth football moms in Greenpoint, Brooklyn, the campaign aims to show that football is for everyone.
One of the key focuses of the campaign is to highlight the growing presence of women in football. The ad features Makena Cook of Team USA and the Los Angeles Rams girls flag football team, as well as tackle player and safety Haley Van Voorhis of the Shenandoah University Hornets. According to Matt Turnier, creative director at 72andSunny, there has been a noticeable increase in the number of young women getting involved in the sport, and the campaign aims to shine a light on their stories.
The campaign also emphasizes the importance of community and inclusivity within the sport. It brings back the Lahinaluna high school football team, who served as the NFL’s honorary captains at Super Bowl 58, and showcases the Tampa Bay Buccaneers USA Wheelchair Football League team. By featuring a diverse range of individuals and teams, the campaign aims to remind viewers of the values that football represents.
In addition to highlighting the diversity within the sport, the campaign also focuses on expanding the NFL’s global reach. Building on the success of the league’s Global Markets Program, the campaign follows YouTube creator Deestroying’s 1ON1 football series to Japan and checks in on local players in Brazil. With the NFL playing games in London and Munich, the campaign aims to show that football is a universal language that can bring people together from all corners of the world.
Despite the NFL’s already massive fan base, the league is continuously seeking ways to attract new audiences. According to NFL CMO Tim Ellis, the league has been targeting women, young people, and Latinos as key demographic segments for growth. With record-breaking viewership numbers for last season’s playoffs and Super Bowl, the NFL is looking to build on that momentum with its “This is Football Country” campaign.
Overall, the campaign represents a step forward in the NFL’s efforts to showcase the diversity and inclusivity of the sport. By featuring a wide range of individuals and teams from different backgrounds, the NFL is sending a clear message that football is for everyone. As the league continues to expand its global reach and attract new audiences, it is clear that football truly is a sport that transcends boundaries and brings people together.