Marketing Blitz Formation: NFL, Brands Activate For ’24 Kickoff Weekend, Season

By Barry Janoff

NFL Sunday TicketSeptember 8, 2024: Amazon's Prime Video, Applebee’s, Best Buy, BetMGM, Campbell's Chunky Soup, Crown Royal, FanDuel, Little Caesar’s. Gatorade, Lowe’s, Nationwide, Pepsi, Sony, Tostitos, Toyota, USAA and YouTubeTV are among the NFL partners ready to unleash their marketing power for the 2024 season.

It begins tonight with what the league is calling “the biggest Kickoff weekend ever with four days of games and global events.”

Also hitting the turf running are such brands as Buffalo Wild Wings, Recover 180 and State Farm with NFL-themed campaigns.

And the NFL has its own campaigns afloat, including "This Is Football Country," a separate mascot-filled commercial for NFL Sunday Ticket and a mini-movie featuring its uber-fan, Taylor Swift.

Football and activation starts with the two-time reigning Super Bowl champion Kansas City Chiefs hosting the Baltimore Ravens (NBC); the Green Bay Packers and Philadelphia Eagles Sept. 6 in Corinthians Arena in São Paulo, Brazil (Peacock), the first game in South America in league history; a full slate of games on Sept. 8; and Monday Night Football (ESPN) Sept. 9 when the San Francisco 49ers host the New York Jets.

For its exclusive Thursday Night Football broadcasts, Amazon's Prime Video posted an ad to social media that depicts a cartoon version of players from each team holding an item of food distinct to their respective city or region. (Pictured below.)

A banner hanging over the Vince Lombardi Trophy reads, "Lombardi's School of Cooking.” A caption offers, “Ready to cook up a great season!"

The ad includes Chiefs Patrick Mahomes holding a cake with three Super Bowl trophies; Ravens Lamar Jackson holding a platter of crab cakes and wearing an apron that reads “Fastest Crab Cakes In The World"; Eagles Jalen Hurts throwing a cheesesteak version of  a football; Baker Mayfield with a Tampa Bay Buccaneers pirate ship-shaped cake; New England Patriots Jacoby Brissett with a bowl of clam chowder; Pittsburgh Steelers Russell Wilson making pierogies; and 49ers quarterback Brock Purdy with a stack of sour dough bread.

Applebee’s Grill + Bar is supporting its first season as the NFL’s  “official grill + bar sponsor” with a multi-media campaign featuring Detroit Lions head coach Dan Campbell, Eagles running back Saquon Barkley, and Purdy (pictured).

The effort supports Applebee’s 50¢ Boneless Wings for dine-in and To Go, new $10 NFL Bucket Cocktails and the chance for customers to win a trip for two to Super Bowl LIX and other prizes through the Club Applebee’s Super Bowl Sweepstakes. (Details here.)

One initial spot, “Kicking Off The NFL Season,” shows Purdy in his Niners uniform taking orders in an Applebee’s and shouting out the requests to the kitchen as if he was calling plays in at the line of scrimmage.

In another, “We’re Serving Up The NFL This Season,” Campbell takes an order from a couple, covering his mouth with his pad as if he were on the field calling a play and not wanting anyone to read his lips. When the couple gives their order, Campbell says to them, “Cover your mouth, they could steal your order,” which they do with their menus.

In a second spot with Campbell, Applebee’s explains that he has been hired by the restaurant as "assistant shift manager,” where he channels his hard-nosed, intense attitude as Lions head coach. “We’re going to have a different level of production,” he says in his gravel voice. “I’m all about competition in the workplace.” To prove that, after spotting a photo of the “Employee of the Month,” he growls, “I’m coming for you!”

Throughout the season, Applebee’s will also air "Pre-Seasoning – An Applebee’s Training Camp."

The six-part weekly mini-series, available on Applebee’s social channels follows Purdy, Barkley and Campbell as they “offer a behind-the-scenes glimpse of the NFL stars’ journey to learn what it takes to serve up the Good in the Neighborhood at their local Applebee’s.”

Best Buy, the “official home entertainment destination of the NFL,” has multi-media activation planned thru the season, beginning Kickoff Weekend with custom spots in alliance with NBCUniversal.

Best Buy’s new spokeshologram, Gram, joins NBC Sports’ Mike Tirico for the first Sunday Night Football game (Sept. 8) and Maria Taylor and Chris Simms during Football Night In America.

Throughout September, Best Buy will showcase “all the ways our expansive assortment of tech can help football fans get ready to cheer on their favorite teams and celebrate their biggest wins from their home, whether that’s with an air fryer, pizza oven or an extra-large TV.”

BetMGM, among the NFL’s official sports betting and iGaming partners, is launching spots featuring spokesman Jamie Foxx in multiple roles.

"I always love creating fun content with my BetMGM family when football season comes around," said Foxx via BetMGM. “We had a blast filming these spots and showing the swagger of BetMGM."

Matt Prevost, chief revenue officer, said via BetMGM, "Jamie Foxx is a rare talent who can captivate an audience in any forum. This campaign, in partnership with Highdive, taps into his confidence and range, and will both entertain and inform viewers about BetMGM's exciting new features for football season."

Planned spots launch with "Anthem," which shows Foxx portraying a variety of characters as they go through mixed emotions on game day.

In "Second Chance," Foxx explains, “With our Second Chance Offer, if your player doesn’t hit the first TD but scores the second, you get your money back in cash.”

"Feel Welcome" sees Foxx relating how "BetMGM makes bettors feel welcome with a special offer allowing new BetMGM customers to earn up to $1,500 in bonus bets if their first bet loses" (with restrictions).

BetMGM currently operates in 29 markets across North America.

As part of Campbell's Chunky NFL activation as the league’s “official soup sponsor,” the brand has launched its third annual Chunky Sacks Hunger program, which partners with NFL teams and Feeding America to support people and families facing hunger across the country.

During the 2024-25 regular season, Chunky will donate 1,000 meals to Feeding America for every sack made across the NFL.

New York Giants DL Dexter Lawrence has been named national spokesperson for 2024.

Other teams and players involved for 2024-2025 include Dexter Lawrence, DL, Giants; Brandon Graham, DE, Eagles; Demeioun "Chop" Robinson, LiB, Miami Dolphins; Frank Ragnow, C, Lions; Greg Rousseau, DE, Buffalo Bills; Laiatu Latu, DE, Indianapolis Colts; Montez Sweat, DE, Chicago Bears; Sam Hubbard, DE, Cincinnati Bengals; Will Anderson Jr., DE Houston Texans; and a player from the 49ers (TBD).

Canadian whisky brand Crown Royal returns for a fourth year as the “official whisky sponsor of the NFL” with its 'Kick Off with Crown' program. This season, the Crown Royal Rig, a fully loaded 18-wheeler, will tour NFL stadiums and cities to “spread generosity with an epic tailgate.”

The Crown Royal Rig will makes its 2024 NFL season debut in with actor Rob Riggle, Kansas City Chiefs super fan and official Crown Royal Rig driver, at GEHA Field at Arrowhead Stadium.

Amazon's Prime VideoAt FanDuel, “Football season is an exhilarating time for fans, and we are committed to delivering an unparalleled sports betting experience all season long,” Mike Raffensperger, president-sports, said via the firm.

“As we continue to raise the bar with new product features that allow fans to engage with the NFL in new ways, we’re also thrilled to again partner with YouTube to offer a NFL Sunday Ticket free trial to our customers, providing an NFL betting experience only available with FanDuel.”

A new humorous brand campaign from FanDuel, “Hunches,” showcases how people of legal betting age can “turn their intuition about a game into a sports betting idea that can only be realized with FanDuel’s industry leading sportsbook.”

The campaign premiered with “More Hunches,” featuring actor/comic Eric Andre, with additional appearances from Jon Lovitz, Dolph Lungren and Judy Greer to come.

NFL partner PepsiCo brand Gatorade is using its new campaign, "You Know We Got IT,’” as an extension of the recent revival of its iconic tagline an dcampaign "Is It In You?"

Gatorade has expanded its “elite roster with athletes who are shaping the future of the sport,” including  Ravens  Lamar Jackson, Minnesota Vikings wide receiver Justin Jefferson and Los Angeles Rams wide receiver Puka Nacua.

The brand has also signed Diana Flores, world champion flag football quarterback and Gatorade Women's Advisory Board member, as the first Flag Football athlete to join the Gatorade family; as well as Kristin Juszczyk, wife of 49ers fullback Kyle Juszczyk, a clothing designer whose fashions are NFL-inspired (and Taylor Swift worn).

"You Know We Got IT'" is narrated by Jackson and features athletes from Gatorade's football roster including Josh Allen, Myles Garrett, Justin Jefferson, Shedeur Sanders, Aidan Hutchinson, George Kittle, DK Metcalf, Diana Flores, Trevor Lawerence, Puka Nauca, Tua Tagovailoa and Nick Singleton.

“Gatorade was born on the football field, and we’re proud to continue fueling the next generation of trailblazers who are charting an exciting and inclusive future for the sport,” Anuj Bhasin, chief brand officer said via Gatorade.

Former Eagles All-Pro center Jason Kelce is in so many new spots that he gets his own article, Jason Kelce: From Center Of NFL Eagles To Center Of Marketing Attention.

To support its third season as the “official pizza sponsor of the NFL,” Little Caesars multi-media marketing will feature 49ers TE George Kittle and Lions WR Amon-Ra St. Brown, among others, in a series of commercials. Also, through Little Caesars longstanding partnership with Pepsi, Minnesota Vikings WR Justin Jefferson will have a leading role in commercials later this season.

Starting on Sept. 2 thru Sept. 15, orders placed through the Little Caesars app or online will have a $0 delivery fee, with no additional service or small order fees.

Little Caesars is also bringing back its Pizza!Pizza! Pregame, alongside a new Challenge program, designed to “reward guests when they accept Challenges and order each NFL game day.”

In addition, Little Caesars is partnering with several NFL teams to feature specialized branding and in-game activations in their local markets throughout the season. Participating teams include the Lions, Chiefs, Rams, Vikings, New Orleans Saints, Eagles, Pittsburgh Steelers, Buccaneers and 49ers.

As part of its plan, the Little Caesars Love Kitchen, a restaurant on wheels, will be at key NFL event cities throughout the season.

Lowe's is in the sixth-consecutive renewal of its contract as the "official home improvement partner" with the NFL for the 2024-25 season and the continuation of its partnership with the Carolina Panthers and Dallas Cowboys.

Lowe's associates appear alongside Lowe's Home Team players in several national television commercials, digital and social ads.

New talent to the Lowe's Home Team includes Houston Oilers quarterback C.J. Stroud, who joins returning members including Chiefs Travis Kelce, Niners Christian McCaffrey, Cowboys quarterback Dak Prescott, Carolina Panthers quarterback Bryce Young, Patriots quarterback Drake Maye and Arizona Cardinals offensive tackle Kelvin Beachum.

The campaign, "All the Ways We Help," enlists the Home Team and Lowe's red vest associates to give people a “play-by-play breakdown for how Lowe's can help them score the right products at the right price to complete any type of home DIY project.”

Creative also includes in-store signage, digital and radio advertising, in-store audio and social media support.

Lowe’s said the campaign “speaks directly to millennial homeowners to communicate the modern solutions to age-old home improvement opportunities.

The home improvement retailer assisted the C.J. Stroud Foundation in a community project on Aug. 27 in Houston.

"Our partnership with the NFL allows us to connect with a loyal fan base of millennial homeowners who are looking for expertise to transform the vision for their homes into a reality," Jen Wilson, Lowe's vp-CMO, said via the retailer.

"We want everyone to feel empowered to tackle home improvement projects this season — even our Lowe's Home Team members, who need a little help, just like the rest of us, to complete their DIY projects. Alongside our Home Team members, Lowe's red vest associates and our assistive tools like our mobile app, we can help coach homeowners through their home projects."

Nationwide said it is “investing the bulk of its annual advertising spend to leverage its official partnership with the NFL via an integrated ad campaign featuring long-time spokesman Peyton Manning. That means you're going to see a lot of Nationwide and Manning during games.”

The strategy is to let people know that Nationwide is “so much more” than an auto and home insurance company: They're also a financial services firm.

In Nationwide's campaign, "So Much More," Manning literally illustrates that he is "so much more" than quarterback Peyton Manning: In the debut spot, he is artist "Paintin' Manning."

"These new ads showcase how people are frequently so much more than what they appear to be," said Manning via Nationwide.

“And Nationwide is so much more than an auto and home insurance company. They're also a financial services giant who can help customers with things like planning for retirement and protecting their long-term goals."

The NFL wants everyone on the planet to know that "Football Is Back And So Is Taylor Swift."

A hype video features Swift at games last season, supporting the Chiefs and cheering on her boyfriend, Travis Kelce. Month by month, the video showcases some of the biggest moments of the season, ending with moments from Super Bowl LVIII, when Swift and Kelce kissed following the Chiefs’ win, and Swift took shots with her friends during the Big Game.

In the recently released, "This Is Football Country: Kickoff," stating it is “continuing to emphasize global growth as a major strategic priority — aiming to establish the NFL as a global sports property,” the league has unveiled its season-long brand multi-media campaign, “This Is Football Country.”

The NFL puts its mantra center stage in the 60-second anchor spot, which the league said “documents the passion behind the sport and its power to unify and inspire.”

It features a roster of its players, as well as representatives from other aspects of the sport, led by the league’s unrelenting Flag Football agenda, which seems to get a least as much support as the actual NFL game itself.

“'This campaign channels a powerful feeling — it's the love and joy that the game brings to communities around the world, no matter who you are, where you are or how you choose to express it," Tim Ellis, NFL CMO, said via the league.

Photo: NFLFor its NFL Sunday Ticket, "The Magic of Sunday" gathers “real-life” versions of NFL mascots in one room (a bear, a raven, a giant, etc.) because “It’s football season again, which means it’s time to spend every Sunday with your favorite teams. And with NFL Sunday Ticket and YouTube TV, you can watch them all in one place.”

Longtime NFL sponsor Pepsi is supporting the start of the 2024 NFL season and the release of Paramount Pictures' Gladiator II (Nov. 22) with a Gladiator-themed campaign, "Make Your Gameday Epic.”

Megan Thee Stallion, as Empress Megan, leads a legion of NFL superstars turned Gridiron Gladiators, including Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce. It plays out to Queen's "We Will Rock You” with rap vocals from Megan.

“We Will Rock You (Megan Thee Stallion Version)" is available on music streaming platforms.

A limited-run of 16oz cans featuring Pepsi's Gladiator talent come with built-in Augmented Reality capabilities that bring the can characters to life via content captured on-set. Limited quantities of the cans will be available via a consumer sweepstakes in early November.

“This Gladiator-inspired campaign is a continuation of our brand's long history of being on the forefront of culture, collaborating with iconic artists and celebrating football,” Jenny Danzi, Pepsi head of brand marketing, said via the company.

“Consumers are going to see the scale of this campaign everywhere they shop, making sure everyone is getting ready for game-day this fall with football, food, and ice-cold Pepsi,. This seismic campaign captures the essence of the excitement and anticipation fans have for game-day and delivers the kind of entertainment our audience has come to expect from us!"

Non-NFL partner Recover 180 organic sports drink features players Purdy, Kyler Murray, DeMarvion Overshown and Kenneth Walker III in a campaign that “will actively engage with their fans to highlight the essential role that hydration and recovery play in achieving peak performance.”

"We are thrilled to have Brock, Kyler, DeMarvion, and Kenneth on our Recover 180 roster as we head into the 2024-2025 season," Lance Collins, CEO and founder, said via Recover 180.

"These athletes represent the relentless determination and resilience that define our brand. Their dedication to their sport and recovery makes them ideal partners for Recover 180."

Stating that “advancing technology on and off the field is a top priority,” the NFL has signed a multi-year partnership naming Sony as an official technology partner and the league’s new official headphones.

The alliance is anchored by an expansion of Sony's sports technology through Hawk-Eye Innovations to support officiating and the development of on-field and sideline technologies, including a new coach's sideline headset that will debut in the 2025 season.

Sony said the new partnership is the “latest example of Sony's deep integration throughout NFL games, ranging from sideline photography to broadcast cameras and production, to technology that supports officiating, enhancements for in-stadium fan experiences and more.”

Sony shared the news of the alliance with a promotional spot, “The Sound That Drives Us,” featuring Jordan Love, Brandon Aiyuk, Jahmyr Gibbs and Kyle Hamilton.

Pepsi: Gladiators"We are committed to creating the future of sports with technology, and constantly driving innovation to positively impact the world of athletics for players, coaches and fans alike," Neal Manowitz, president and COO of Sony Electronics North America, said via the company. (Full story here.)

State Farm enters the NFL campaign with new spots with actor Cristo Fernández (Ted Lasso), Lions DL Aidan Hutchinson, and Chiefs Mahomes and head coach Andy Reid.

“State Farm is always moving at the pace of culture to stand out in a crowded marketplace,” Kristyn Cook, State Farm’s chief agency, sales and marketing officer, said via the company.

“Our marketing campaigns tell stories and create memorable experiences for fans.”

“Bundle is Life” stars Mahomes, Jake from State Farm and Fernández, whose character on the show always says “Fútbol is life.” In the spot, he morphs that to  “Bundle is life” as Mahomes and Jake watch him dribble a football-shaped soccer ball down the field and Mahomes explains that State Farm’s bundling abilities inspired Fernández to combine the two sports. Fernández then kicks the ball over a the top of a soccer net and thru the football goal posts.

PepsiCo Frito-Lay brand Tostitos, the “official chip and dip of the NFL”  reunites former Patriots Tom Brady, Rob Gronkowski and Julian Edelman in six humorous spots, with the theme and punchline, “You Can’t Do That . . . Without Tostitos.” The first three break to coincide with NFL Kickoff, the others throughout season.

In “Pilot,” Brady is in an airborne airline cockpit, where the pilot is watching a game on his laptop. Brady exclaims, “You can’t  do that . . .  without Tostitos.”

In “Wedding,” Brady and Edelman are at a wedding, where a guest is watching football on her cell phone during the ceremony. “You can’t do that . . .  without Tostios,” they tell her.

Gronk is a model in “Paint and Sip,’ where one of the artists is painting him on canvas while watching football on her mobile device. “You can’t do that . . . without Tostitos,” explains Gronkowski.

Toyota Motor North America, the "official automotive partner of the NFL" has launched a campaign that highlights its “deep connection to the NFL and its support of football fans across the country.”

The initial spot, “We Roll Deep: Anthem," includes Purdy, Eli Manning (NFL Legend), Michael Pittman Jr. (Indianapolis Colts), and Puka Nacua (Los Angeles Rams).

Toyota and Christian Gonzalez (Patriots) will honor the game's deep Latino heritage with an original social media campaign, "We Roll Deep."

Can't Do That . . .Without TostitosThe campaign begins with "Driving a Legend,” a series of videos discussing culture, family and football history with gridiron legend Jim Plunkett and Flag Football's Diana Flores while driving the 2024 Land Cruiser.

During the season, Toyota will collaborate with NBC for an in-game fan engagement feature that will incentivize fans to digitally participate in regular season prime time match-ups during select Sunday Night Football games.

NBC talent will prompt viewers during the Toyota Halftime Show to watch for key moments in the game for a chance to win exclusive prizes such as NFL tickets, NFL Shop gift cards and Super Bowl LIX tickets. One person will win a new 2025 Toyota Land Cruiser. (Details here.)

“For more than 65 years, Toyota has been there for road trips, practice drop-offs, and tailgates, connecting fans, families, and communities to America's favorite sport," Michael Tripp, group vp-Toyota division marketing, said via the company.”

“This campaign demonstrates our commitment to immersing fans further into the excitement of game-day adventures."

USAA (United Services Automobile Assn.), the league's official "Salute to Service" partner, plans more spots with former NFL All-Pro TE and spokesman Rob Grownkowski, and has added veteran actor Sam Elliott to the mix.

In "Director," Gronkowski is testing Elliott for a USAA spot, with the actor reading his lines in is classic slow-drone, low-key style. “USAA . . .  for the military community and their families.” “Sam, it needs to be Gronk-ier if you want to be in,” exclaims Gronkowski. Says Elliott, “As a veteran, I’m already in.”

In "Move In," Gronkowski still can’t become a USAA member because he is not a military vet or the family member of one, so he tries the next best thing: moving in with Elliott, who is a member.

The Salute to Service Award is part of USAA and the NFL's year-round “commitment to honor, empower, and connect with our nation's service members, veterans, and their families.” Again this season, 32 nominees, one from from each NFL team, will be named in November for the 14th annual award, consisting of “active and retired players, coaches, and team executives and personnel who best demonstrate support for the military community.”

Finalists are decided based on the consensus vote of fans, an NFL internal committee and USAA.

USAA: GronkYouTubeTV, presenting partner for NFL 2024 Kickoff, and the NFL will continue their “Creator of the Week” program for a second season.

“Through close club collaboration, the program hosts notable YouTube creators at games each week and provides fun, unique game experiences and unparalleled, exclusive access that can will be showcased to their fans.”

The year’s program includes Funny Marco, Adam W, Josh “Bru” Brubaker, Evelyn Gonzalez, The Ocky Way, Anwar Jibawi and The Can Family.

Building on last year’s platform, which YouTube said produced YouTube Shorts with more than 51 million views, this season’s “Creator of the Week” program will expand club partnerships and increase creator access at games, providing more diverse content capture opportunities.

The league has also added ten clubs to the program this season, bringing the total participating teams to 30.

“YouTube's partnership with the NFL is a testament to the evolving landscape of sports entertainment. Together we’re empowering creators to become the storytellers of the NFL, offering fans a unique and authentic look at the game through their eyes”  Angela Courtin, YouTubeTV global head of marketing, said via the company.

“Through programs like 'Creator of the Week' and 'Access Pass', we're tapping into the creativity and energy of the YouTube community to foster a vibrant ecosystem where creators and fans can connect, engage, and celebrate the sport they love.

"We're thrilled to continue this journey with the NFL and can't wait to witness the incredible content that emerges this season.”

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