BITES // 08.03.23 // GEARING UP FOR THE NFL SEASON
Every month we collect six of the best pieces of content published on the web and share them with you because we believe that the most extraordinary thinking is inspired by looking to unexpected places. BITES is a reading list for those who want to bring a little of the outside in.
OVERVIEW -
The NFL’s evolving landscape is at the forefront of how the league is changing. When the NFL first formed in 1920, it was a much different game than the one we know today. Over the years, rule changes have been made to make the game safer, more exciting and more competitive. The future of the NFL appears to be in good hands as both players and coaches continue to adapt and evolve to the changing landscape of the game. The evolution and adaptation of technology is one the major impacts in the game in regards to the way the game is played and televised in recent years to increase fan experience.
- NFL TO NIL
NIL’s are changing the way they interact with brands and sponsors through name, image, and likeness deals in college sports. NIL practices have the chance to give players moving forward the experience to maximize every opportunity from the get-go. The latest NFL draftees know a little more about sponsorship deals than any other athletes before them with new players like C.J. Stroud, Bryce Young, and Bijan Robinson entering the NFL with millions of dollars in NIL deals from major brands. While it gives them a leg up economically, it also provides better understanding of how the high-profile world of pro sponsorships works. Steve Scebelo, president of the NFL Players Association’s licensing arm, said “these players have come in with a better grasp as to what we do, how we license their rights and how they can do it individually.” That’s been instrumental at the annual NFLPA’s Rookie Premiere — an event meant to introduce players to the union’s brand partners. Stroud also said that “NIL teaches you professionalism on the field and off. It teaches you how to manage your time and money. It prepares you for what’s to come.” Dwayne “The Rock” Johnson is tapping student athletes to help promote his energy drink, ZOA Energy. “The Rock’s Warriors” will be an annual NIL program featuring athletes selected by Johnson, a former college athlete himself. Football athletes that are in the inaugural class include Brock Bowers (football, University of Georgia), Marvin Harrison Jr. (football, Ohio State University) Drake Maye (football, University of North Carolina).
2. NFL AI ALGORITHMS
NFL teams have been having a ball with social media posts tied to the release of their upcoming season schedules. The Seattle Seahawks got into the trend issuing a number of prompts from OpenAI’s DALL-E to create images that show Hawks going up against other team mascots, including the Eagles, Ravens, Titans, Cardinals, 49ers, Panthers, Steelers, and more. The 2023 NFL Draft has featured various artworks generated by Midjourney, AI images of an NFL team’s home city, with varying and complex details that pay it tribute, were shown at the draft through a 3D set developed by the NFL and Formula, its social production company and agency. The activation is another example of how generative AI is infiltrating nearly every aspect of marketing, especially creative output. Live sports are becoming more interested in how AI technology can be used in a more engaging way to draw in more audiences.
3. THE FUTURE OF FANTASY FOOTBALL
Football accounted for the largest market share in the fantasy sports league in 2022 due to the widespread popularity of fantasy football and is expected to grow even more in 2023. 93% of all fantasy sports participants play fantasy football. This growth can be attributed to the highly addictive nature of the platform and the ease of managing one’s own team. This enormous growth in the market has generated curiosity and interest among the media, resulting in various YouTube channels, vlogs, TV shows, newspaper columns, blogs, and forums on which experts analyze player and team performance and predict upcoming trends. Another driver for the success of fantasy sports within football is the distribution of prizes to the contest. Sponsorship deals with NFL teams are another factor in the Fantasy Football segment. For instance, FanDuel and DraftKings have had sponsorship deals with more than 25 teams of the 32 teams in the NFL. She Plays partnered with the Women’s National Football Conference this year to launch WNFC Fantasy Football, the first full-scale, season-long fantasy game dedicated to women’s tackle football. She Plays Fantasy Football will offer fans a full-scale fantasy game with live snake drafts, player rosters, and head-to-head competition each week, culminating in playoffs and a final championship game to determine league winners.
4. THE NFL STRIKES NEW TV DEALS AND SCHEDULES
The NFL continues to expand its footprint and marketing with new TV deals. NFL and CBS Sports, made a deal with TelevisaUnivision to air Super Bowl LVIII. The coverage expansion offers the NFL a chance to draw in more Spanish-speaking audiences. Ahead of the Super Bowl, the NFL also struck up a deal with NBCUniversal’s Peacock for the first-ever livestream of an NFL playoff game. The Super Bowl will only be available to national audiences on Peacock while the local markets only will be able to access the game on traditional TV. NFL “Thursday Night Football” is trying to have more compelling games on its schedule this upcoming season after NFL owners approved a modified proposal that will allow Thursday night games to be flexed between Weeks 13–17. Only two flexes are allowed all season, and 28 days notice is required. Back in March, the owners approved a rule allowing teams to play two Thursday games on short weeks. Amazon’s first season with “Thursday NFL owners approve modified ‘Thursday Night Football’ flex plan by a vote of 24–8, per report — CBSSports.comy Night Football” last year drew an average viewership of 9.6 million, according to Neilsen. NFL’s Sunday Ticket recently struck a deal with YouTube, highlighting the company’s exclusive access to NFL games for content creation. The deal also unveiled exciting new NFL programming coming to the platform. Among the offerings is “Game Day All Access,” a show that will provide viewers with mic’d-up sideline experiences during games. And DirecTV has struck a multiyear deal to continue broadcasting the National Football League’s “Sunday Ticket” package to commercial establishments, including bars and restaurants.
5. NFL LAYS DOWN NEW RULES FOR THE SEASON
NFL owners voted to approve a resolution that allows players to fair catch on kickoffs with the resulting possession beginning at the team’s own 25-yard line. College football made this rule change in maybe 2018 or 2019. The new rule for the NFL specifies that the fair catch off a free kick must occur behind the team’s 25-yard line in order for the ball to be placed at the 25. The rule change will be for one year only, with the league citing “player safety” as a reason for its proposal. Rich McKay, chairman of the NFL’s competition committee and NFL executive Jeff Miller said this model for the kickoff return rate will decrease from 38% to 31% and the concussion rate will drop 15% due to the approved proposal.
6. NFLPA CHOOSES A NEW LEADER
The NFL Players Association elected Lloyd Howell as its new executive director. Players expressed concern that they felt the search, which began in last October, was shrouded in secrecy, with ProFootballTalk reporting that players believed they were “in the dark ‘’ during the process. Unlike previous executive directors, Howell didn’t come from a NFL background. He spent 34 years with consulting company Booz Allen, most recently serving as chief financial officer and treasurer before retiring at the end of 2022. While there was some controversy regarding the way the search was conducted, multiple players expressed support for Howell after his election. Howell will be the fourth executive director in NFL Players Association history. All three executive directors have lasted more than a decade in the position, so Howell could be a long-term fixture for the NFLPA.
TAKEAWAY-
As we look ahead to the future of football, one thing is certain — the game will continue to change and evolve. It is likely that technology will play a major role in shaping the future of football, with the league taking advantage of new innovations to further improve fan engagement and create a more interactive experience. From rule changes and technological advancements to shifts in player demographics and fan engagement, the game is constantly transforming. As the NFL moves into the future, it’s going to be exciting to see how the market and fans react to these innovations in the sport.
