Why NFL Enthusiasts Are a Goldmine for Advanced Advertising Campaigns

As the leaves begin to change and the air turns crisp, NFL fans across the country are buzzing with excitement for the start of the football season. From tailgate parties to fantasy football drafts, the anticipation is palpable. It’s more than just a sport; it’s a tradition that unites communities and ignites passion in millions. With 150 million Americans identifying as NFL fans, the sheer size of this audience provides a vast reach for advertisers, but diving deeper and focusing on those die-hard, can’t-miss-a-game fans could generate a bigger impact. 34% of NFL fans, 51 million Americans, identify as “super fans*”, and they will be watching, attending, and engaging in games this season, making them reachable and ready for your advanced advertising campaigns.

NFL super fans are a highly valuable target for several reasons:

• High Levels of Engagement: NFL super fans are highly engaged, with 78% following all or most games during the season and 38% reporting increased engagement compared to previous seasons. This consistent attention makes them more likely to notice and respond to advertising efforts; over 25 million fans, from die-hard to casual fans, claim they pay more attention to ads on networks or streaming services they like. Fans’ increased levels of engagement with games and ads alike make them prime targets for advanced advertising.


• Brand Loyalty and Influence: NFL super fans exhibit strong brand loyalty, with 61% feeling loyal to NFL sponsors and 46% switching brands due to their involvement with the NFL. This loyalty extends to influencing others, as 56% of super fans recommend brands specifically because of their NFL sponsorship. Furthermore, 69% think sponsors are critical to the success of sports, highlighting the significant role brands play in their favorite pastime. This sentiment is echoed by the fact that 61% of NFL super fans are more likely to notice a brand if it sponsors their favorite athlete, team, or league.

• Emotional Connection: The emotional bond super fans have with the NFL is significant, with 92% finding it exhilarating when a play goes well. This emotional connection can be leveraged to create impactful and memorable advertising campaigns that resonate on a deeper level. Super fans’ commitment to the sport is further evidenced by 45% being willing to travel more than 50 miles to attend a live NFL game. Moreover, 24% of super fans attended an NFL game, 23% subscribed to a streaming service to watch NFL games, and 21% hosted a watch party in the past year. NFL fans don’t just watch games or follow a team; they are dedicated to the sport on a personal level.


• Social Connectivity: When reporting on the benefits of being a sports fan, 91% of NFL super fans say it brings people together, 90% say it can be shared across generations, and 84% say it provides a sense of community. 51% of super fans are motivated to be an NFL fan by the social connections they make through the sport. Advertisers can tap into this by creating campaigns that encourage sharing and community-building, enhancing the social experience of being an NFL fan.


• Digitally Savvy: NFL super fans are active in the digital space, with 41% streaming games (21 million) in the past year. These NFL streamers are 76% more likely than the average American to notice ads featuring their favorite athletes and 68% more likely to pay attention to ads promoting their favorite sports leagues. This ad engagement makes them an ideal target for advanced advertising strategies.

• Purchasing Power: Super fans are active consumers when it comes to the NFL, with 40% purchasing NFL apparel in the past year and 51% interested in buying fan gear in the next 12 months. Additionally, NFL super fans are more likely to engage in sports betting, with 30% having placed a legal sports bet in the past 12 months and being 127% more likely than the average American adult to have done so. Outside of the NFL space, super fans earn a 14% higher household income than the average American. By connecting with these fans, advertisers can gain access to their increased purchasing power.

Through MRI-Simmons' activation solution, ACT, marketers can leverage trusted and nationally representative data to target and reach NFL super fans this football season. Curate your audience with over 60,000 consumer elements: 1000+ attitudes and opinions, 6500+ brands in 1000+ product categories; and 90+ proprietary segments. Then, activate your audiences via the DMP, DSP, SSP, MVPD, or programmer of your choice.

By targeting NFL super fans, advertisers can tap into a large, engaged, and loyal audience that values community involvement, has strong emotional connections to the sport, and is active in both digital and physical purchasing behaviors. This makes NFL fans an ideal demographic for advanced advertising campaigns aiming for high impact and engagement. By aligning with the values and passions of NFL fans, advertisers can drive brand awareness, loyalty, and sales, making NFL fandom a strategic target. Welcome to the NFL season – where every game is an opportunity!

Want to learn more about sports fandom? MRI-Simmons’ Sports Fan Study allows marketers to analyze groupings of sports fans and fan behaviors at very granular levels across key categories, including esports and sports betting. With over 10,000 respondents annually, it is the most comprehensive study of sports fans in the United States.

Contact us today to learn more.

Source: 2024 July Sports Fan Study (SP24 USA).
 * A respondent is a “super fan” if they selected 9 or 10 on a 0- to 10-point scale for fandom level of the NFL.