The 2023 NFL season, marking the 104th season of the National Football League, started with a bang on September 7. The reigning Super Bowl LVII champs, Kansas City, were bested by Detroit right out of the gate.
To ignite the excitement, commercials flooded fans’ screens as early as August 31, popping up on TV and online platforms like YouTube.
Joining the hype, DesignRush launched the High School Football Team Logo Showdown campaign to showcase the finest team emblems.
As we gear up for more touchdown moments, let's take a closer look at the top marketing campaigns that have captured our attention this season.
PepsiCo's Unretirement of Football Legends
PepsiCo cleverly utilized the influence of past and present NFL stars like Tom Brady, Randy Moss, and Josh Allen in its "Unretirement" campaign during NBC’s Sunday Night Football, offering both humor and brand engagement.
Visa’s Neverending Fan Ad
Visa has brought the heart and soul of fandom to the forefront. Through a campaign tracing a Buffalo Bills fan's journey from childhood to grandparenthood, it emphasizes that the true essence of being a fan transcends game outcomes.
"Every NFL fan's journey will be different," Visa CMO of North America Mary Ann Reilly noted, adding that the company wants "fans to know Visa will be beside them to support their team dedication every step of the way.”
Lowe’s Home Team 2023
In celebration of renewing its multi-year contract with the NFL, Lowe’s introduced an array of NFL stars for its latest marketing push. The exciting lineup includes Christian McCaffrey, Travis Kelce, and Dak Prescott.
"With the return of the NFL season, Lowe’s wants everyone — whether they're our DIY and Pro customers or NFL stars — to feel equipped to take on home improvement projects and support the communities they love," says Lowe's SVP of Enterprise Brand and Marketing Jen Wilson.
Gatorade’s Fast Twitch
Making its debut in the first week, the Fast Twitch energy drink from PepsiCo's Gatorade Portfolio showcased its partnership with the NFL RedZone channel, accompanied by an in-store contest and several enticing prizes for fans.
Miller Lite’s 99 Beers Promo
The competition in the beer sector heats up as Miller Lite introduces a fun new campaign featuring former NFL player and broadcaster J.J. Watt as the new face of the brand. With his characteristic charm, Watt has made a straightforward request: he needs help to give away 99 beers.
"J.J. is a no-brainer for Miller Lite, says Ann Legan, the brand's VP of marketing. "He’s authentic, charismatic, Wisconsin-raised, and most importantly, a huge fan of Miller Lite."
Smirnoff’s "We Do Game Days"
This year, Smirnoff chose to toast every NFL team and their dedicated fans in a unique and spirited way.
Partnering with the charismatic actor and game show host Anthony Anderson, the vodka brand unveiled its “We Do Game Days” campaign.
The ad series delves deep into the heart of NFL fandom, capturing the traditions, rituals, and superstitions that fans hold dear.
Amazon Prime Video as the "One-Stop Entertainment Destination"
As the host for Thursday Night Football, Amazon Prime Video aims to simplify the streaming process for its viewers by promoting itself as the "one-stop entertainment destination," tackling the problem of subscription fatigue.
The platform intertwined the world of football with some of their popular original content. Teasers showcasing crossover moments between football stars and characters from Amazon Originals created buzz and anticipation.
In the dynamic world of football marketing, brands, and advertising agencies continue to push boundaries, crafting innovative strategies to engage and captivate audiences.
As the NFL season unfolds, it's evident that these marketing efforts are not just about selling a product but about creating memorable experiences for fans.
Edited by Nikola Djuric