How the NFL Is Winning a New Generation of Fans
Episode Description
ABOUT THE EPISODE How does the NFL remain essential to lifelong fans while inviting entirely new audiences into the game?
Marissa Solis, SVP of Global Brand and Consumer Marketing at the NFL, shares the marketing strategy behind the league's push for cultural relevance. She discusses reaching younger fans on their terms, using player storytelling to make football more approachable, the global impact of the Bad Bunny halftime show, and how the NFL is building audiences beyond the United States.
ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.
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Brief Summary
Marissa Salas discusses NFL marketing strategies, audience engagement, and the impact of celebrity partnerships in this episode of Marketing Matters.
Key points
- Transition from Pepsi to NFL. Marissa Salas discusses her challenging move from PepsiCo to the NFL, highlighting the importance of relevance.
- Navigating Audience Reactions. Marissa explains the challenges of reaching new audiences while maintaining core fan satisfaction.
- Bad Bunny's Halftime Show. Marissa reflects on the cultural impact and risks of Bad Bunny's halftime show, which garnered billions of views.
- NFL's Marketing Shift. The NFL is adapting its marketing strategies to engage younger audiences who prefer digital content.
- Wednesday Kickoff. For the first time, the NFL will kick off the season on a Wednesday instead of Thursday.
- Global Expansion Challenges. The NFL faces challenges in becoming a global platform, competing with established sports like soccer.
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Episode highlights
- Transition from Pepsi to NFLMarissa Salas discusses her challenging move from PepsiCo to the NFL, highlighting the importance of relevance.“It was a really, really tough decision, but I couldn't pass the opportunity.”4:10Sep 10, 2026
- Navigating Audience ReactionsMarissa explains the challenges of reaching new audiences while maintaining core fan satisfaction.“Anything we do will be loved by 50 percent and hated by 50 percent.”6:28Sep 10, 2026
- Bad Bunny's Halftime ShowMarissa reflects on the cultural impact and risks of Bad Bunny's halftime show, which garnered billions of views.“That show was seen four billion times in the first 24 hours.”10:12Sep 10, 2026
- NFL's Marketing ShiftThe NFL is adapting its marketing strategies to engage younger audiences who prefer digital content.“You have to create for the audience that you're trying to reach.”22:31Sep 10, 2026
- Wednesday KickoffFor the first time, the NFL will kick off the season on a Wednesday instead of Thursday.“This year it's on a Wednesday night.”24:15Sep 10, 2026
- Global Expansion ChallengesThe NFL faces challenges in becoming a global platform, competing with established sports like soccer.“We're a challenger brand abroad.”26:56Sep 10, 2026
