How the NFL Is Winning Hearts Worldwide With CMO Tim Ellis

Welcome to another special Greatest Hits episode of the Marketing Vanguard podcast. Today, host Jenny Rooney speaks with Tim Ellis, the National Football League's evp and chief marketing officer. Ellis delves into the league's digital growth and strategies for reaching diverse audiences. He highlights the importance of authentic partnerships with creators, the NFL's cultural integration in marketing, and their focus on social issues like mental health and anti-bullying. He also discusses upcoming Super Bowl ads and the league's international expansion efforts, including initiatives in Ghana. Ellis also expresses enthusiasm for the NFL’s future as a more inclusive global brand. "The NFL platform is incredibly powerful, and we take that responsibility very seriously,” he says on the podcast. “So, we've used our platform to address important issues like mental health, anti-bullying, and voting. We've partnered with organizations and influencers to make a difference in those areas. And we're also really proud of our efforts to promote women's flag football as an Olympic sport and bring it into high schools nationwide." Ellis is a dynamic marketing executive with over 30 years of experience, known for pioneering award-winning campaigns across the U.S. and Europe. As CMO of the NFL, he earned accolades such as Marketer of the Year by Ad Age and created the No. 1 Super Bowl ad on the USA Today Ad Meter. Ellis' previous roles include award-winning work at Activision, Volkswagen, and Volvo, with honors like the Cannes Lions Global Marketer of the Year and multiple Emmys. He is also an influential board member for the ADWEEK Diversity, Equity, and Inclusion Council and the Ad Council. SurveyMonkey Curiosity Awards The most innovative marketers are the ones who dare to ask the questions that matter and encourage a culture of curiosity in their organizations. Curiosity awakens their imagination. It feeds their thirst for knowledge. It incites their insights into their customers and drives their creative vision. It fuels every successful strategy. That’s the essence that distinguishes the 10 marketers who are being honored as winners of the inaugural SurveyMonkey Curiosity Awards. The premise of the awards is simple: Celebrate extraordinary marketing professionals working at SurveyMonkey customer companies who are driving innovation and shaping what’s next for their businesses, industries, and communities. Click here to learn more about the 2024 SurveyMonkey Curiosity Award winners. Key takeaways: 11:04 Embracing Opportunities — Ellis emphasizes the importance of embracing the multitude of marketing opportunities available today. He reflects on the success of the 2011 Volkswagen "The Force" ad, which was released online before the Super Bowl—a novel strategy at the time. Ellis notes that leveraging digital platforms and creators who genuinely connect with the audience has become crucial. At the NFL, they empower these creators to express their passion authentically, which helps reach younger and more diverse audiences more effectively than traditional media. This approach has significantly expanded their reach and enhanced audience engagement. 17:36 The NFL's Modern Multicultural Approach — Ellis highlights the NFL's commitment to modernity and cultural influence through a multicultural approach. With its significant impact, he stresses that the NFL aims to be a cultural leader beyond entertainment. The NFL has enhanced its brand relevance by integrating a strong, modern multicultural strategy rather than targeting specific groups separately. This approach has increased engagement among mature audiences and spurred growth in youth, Latino, and female segments for the first time in a decade. 23:48 The Impact of the 'Helmets Off' Strategy — Ellis discusses the success of the "Helmets Off" strategy, which puts NFL players at the forefront of humanizing the league and strengthening storytelling. By focusing on what players care about, the strategy has fostered a deeper emotional connection with fans and improved relationships between the league, players, and partners. Ellis highlights how this approach has enhanced collaboration with the entertainment and music industries, promoting open dialogue and trust. The result has been a more unified and impactful NFL presence across various platforms.

Marketing Vanguard

How the NFL Is Winning Hearts Worldwide With CMO Tim Ellis

Revealing the NFL’s plans for growth among younger and Latino audiences

Jenny Rooney

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Jenny Rooney