- The NFL has partnered with GameSquare, a gaming and creator entertainment media company, for a recent event series entitled “NFL 4 The Fans Live,” in response to a press release.
- The series is supposed to mix NFL fandom with interactive gaming and creator-driven content. The effort will launch with a multi-city series that coincides with key moments of the NFL calendar and features live-streaming capabilities.
- The effort will include friendly competitions between talent in each real-life activities and gaming challenges, and may also function a spot for conversation amongst talent and football fans. The effort could help the league broaden its engagement with consumers.
Dive Insight:
The NFL is nodding to the impact that each the gaming and creator community have had on the cultural landscape through its partnership with GameSquare. The move is strategic because the league works to broaden its engagement with recent and existing audiences, said Ed Kiang, vice chairman of video gaming for the NFL, in release details.
“NFL 4 The Fans Live” will probably be accessible for each in-person and online audiences throughout the NFL season, and can kick off with a multi-city series timed to major moments on the NFL calendar. The series will include a spread of segments, like friendly competitions, while the livestream will probably be a spot for conversations, challenges via the chat and appearances from surprise NFL talent. The event will welcome guests beyond NFL brass, including mainstream entertainers, web stars and video gaming content creators.
The series also unlocks several levels of opportunity for brand partners to participate, per release details. The move could appeal to a broad range of brands curious about marketing to Gen Z and growing loyalty with more digitally native sports fans around key moments throughout the season. Brands have continued to bet on creators, with 44% of marketers this yr planning to up their investment on the channel.
The creator landscape was last valued at $250 billion and is predicted to grow to $480 billion by 2027, in response to a forecast from Goldman Sachs. For the NFL, a creator-focused series could help it construct loyalty amongst younger audiences. The move joins other such efforts by the league this yr, including a partnership with Gamefam to launch a Roblox gaming event timed to the Super Bowl. The NFL was also recently cited because the brand with the third-highest earned media value on TikTok, in response to a study by CreatorIQ and TikTok.
It’s price noting that GameSquare can be already conversant in the NFL, which could help provide the series with an extra layer of authenticity. GameSquare has financial and strategic ties to Dallas Cowboys owner Jerry Jones, and Cowboys’ Chief Financial Officer Tom Walker sits on GameSquare’s board. GameSquare had previously worked with the team on crossover promotions to succeed in the gaming and sports audiences, including the launch of the Cowboys’ community platform, “Dallas Cowboys Game Time.”
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