The NFL Kicks Off A New Season For Brand Building

From Combine to Global Stages, the NFL’s Growth is Advertising Gold

Despite today's fractured media market, the NFL continues to expand an already massive audience. Advertisers eagerly poured $650 million into ads for Super Bowl LVIII in 2024, which returned multiples as consumers spent $18.6 billion on food, drinks, merchandise, and entertainment to enjoy the big game in 2025. Advertising appetite for this year's Super Bowl LIX broke new records with $800 million in spending to reach a record-breaking 127.7 million viewers. More than a sport, the NFL is the gold standard for brand building at scale. 

"It All Starts Here" at the NFL Combine

At the heart of the NFL's success is the teams' ability to replenish their ranks with elite talent. Each year, the NFL Combine serves as the epicenter of new beginnings. “It All Starts Here,” where aspiring rookies showcase their skills and personalities for a roster spot to chase their Super Bowl dreams. Once a scouting event for teams, agents, and media, the Combine in recent years doubles up as an opportunity for fans to watch the next generation of NFL stars under one roof. The 2025 Combine drew 30,000 general public attendees and 484,000 viewers for the Saturday workouts featuring quarterbacks, running backs, and wide receivers.

A Diverse Set of NFL Fans Flock to Indianapolis  

The diverse crowd at the Combine reflects the NFL's unparalleled reach. Outside chilly Lucas Oil stadium, a cluster of attendees sought out the statue of iconic quarterback Peyton Manning, the first ever to win Super Bowls with two different teams. At dinner bar-side, a Giants fan and music lawyer from NYC, a Lions fan and mortgage broker from Detroit, and a Niners fan and tech marketer from San Jose discovered their mutual love of the game. In the hotel lobby, college students in Browns gear shared their aspirations for careers in sports journalism, videography, and business.

At the stadium, jersey-wearing families and friends of the aspiring rookies applauded a speedy 40-yard drill and cheered their favorite prospects. A child quipped "Cam is better than Shedeur" as the quarterbacks warmed up. Possibly the best illustration of the NFL's continued growth is a boy in rookie QB Bo Nix's jersey checking the front rows for the closest view of the incoming class – the newest crop of NFL aspirants and future ad stars pulling in the next generation of fans.

Fans Weigh in on the NFL's Appeal

Game days put pure athleticism on display from improbable escapes to incredible catches and momentum shifting sacks. Outcomes feed into narratives around a player's personal journey, franchise rivalries, and dynasties on the rise or decline that prolong engagement into the off-season.

"The NFL resonates with so many people from so many backgrounds because it represents the best talent from around the world competing at the highest level in the sport," said Ryan Stone, Vice President of Mortgage Banking with CrossCountry Mortgage. "It resonates with everyone from grandma to my little baby Jake!" 

"The NFL stands above the rest because every game carries weight – just 17 chances to prove who you are," said Ryan Hensley, Host of the Ryan G Hensley Show. "The Super Bowl isn't just a title game – it's a national moment, unmatched by the NBA Finals or the World Series. Football unites cities, sparks rivalries, and demands accountability. It's about urgency, toughness, and heart."

Andy Ellis, a Partner at YL Ventures, has traveled for New England Patriots games. From his perspective, "The NFL has made the game more watchable, Fantasy Football lets folks play secondary games based on it, and streaming platforms now have alternate announcers, so that fans at different knowledge levels can connect with the game. Being one of the more violent sports certainly doesn't hurt."

Constant Engagement Fuels NFL Expansion

The NFL grows through constant engagement. TV contracts, prime-time games, and streaming platforms like Amazon and YouTube maximize reach. Social media and behind-the-scenes content like Hard Knocks engage fans outside of games. Madden games and Nickelodeon broadcasts invite younger fans into the tent.

Expanding regular season games into Mexico, the UK, Ireland, Germany, Spain, and Australia broadens the fan base. More international games complement global programs like the NFL Academy and the International Player Pathway that diversify the talent pipeline, which deliver additional engagement sources and audiences.

Layer in Fantasy Football, legalized sports betting, and pop culture crossovers, and the league has become a cultural powerhouse that keeps advertisers and fans coming back for more.