Brands sponsoring sports isn’t anything new, but some of the most interesting collaborations have involved the National Football League (more commonly known as the NFL). From brands like Nike and Adidas to online slots casinos like Bally Casino, a huge array of companies have embraced sponsorship opportunities with the NFL.
In this article, we look at the history of NFL sponsorship, the different ways that brands are leveraging these sponsorships and successful examples of it from the past few decades. Read on to find out more.
A brief history on NFL sponsorship
It's been over a century since brands began sponsoring sports teams, with the earliest examples being traced all the way back to the late 1800s. In these early days (and over the following decades), the sport that had the most brand involvement was baseball, with companies advertising on uniforms, in print media and in the ballparks.
Over the years, sponsors began to grow the placement of their branded content to radio and television and also expanded to other sports like basketball and American football. Some of the NFL’s largest corporate sponsorship deals during the 1960s were the likes of Pepsi and Anheuser-Busch. And by the 1990s, other global companies like Adidas and Nike were getting involved, not just sponsoring the teams themselves but entire leagues.
Today, it’s not just food, drink and sports companies but tech brands who are getting involved in NFL sponsorship like Verizon, Sony and Microsoft. While some of the biggest sponsorship opportunities, especially in the NFL, happen around key events like the Super Bowl.
How are brands leveraging NFL sponsorship?
Companies are now taking several different approaches to sponsorship which is having an impact on how people experience the NFL – including its players and as a brand itself. Here are some of the latest ways brands leverage NFL sponsorship:
Matching team values with brand values
Consumers expect much more from the brands they buy from than ever before. With brand values becoming a key element of brand strategy (and indeed, the way customers see brands), it’s become important for companies to choose sponsorship opportunities with teams that align with their own values. The benefit of doing this is that it can help foster a strong connection between the target audience and the brand, and it’s now a big consideration for what types of sponsorship deals get made.
Using logos in team branding
A logo can speak a thousand words, and can be instantly recognizable by consumers. Another way that brands leverage NFL sponsorship is by integrating their logos with the branding of the team, which creates visual associations both on the field and off it.
Companies need to think seriously about how the logo works in the context of a team's branding, and make sure that from a visual perspective, they can complement one another.
Celebrating individual players
Brands have moved beyond the days of sponsoring teams to focus on endorsing individual players. Some examples of these include high-profile quarterbacks, who can secure around $25 million every year from endorsement deals.
What are some of the most successful sponsorships?
Below are examples of the most successful NFL sponsorships:
Verizon
As the official wireless provider of the NFL, Verizon can promote its 5G network and mobile offerings directly to fans. The company has been involved with the NFL for over decades, beginning its partnership all the way back in 2002 with mobile services, including ringtones with NFL themes, through its wireless network.
Casino industry
The casino industry and mobile game apps are one of the fastest growing industries, together generating $54.93 billion in revenue back in 2022. And as more states continue to legalize sports betting, it's no surprise that sponsorship opportunities between casino brands and the NFL will continue to expand.
Super Bowl
The Super Bowl has long attracted corporate sponsorship, with a 30-second commercial costing up to $7 million while played during the event. But as the Super Bowl is watched by millions around the world, it can pay off in terms of eyes on their products or service – with the likes of Uber Eats, Budweiser, GoDaddy and Coca-Cola all getting involved.