The NFL wants to become the most “youth-focused” league in the world, so they’re amping up their social media presence. Gen Z and Millennials aren’t watching cable anymore, and the NFL knows they’re not immune to the mass media consumption shift. To reel in young viewers, they’ve been getting their head in the game with stronger ties to their favorite social apps. When Rihanna announced she’s performing this year’s halftime show, the NFL temporarily rebranded their Twitter bio to say “National Fenty League,” a nod to the singer’s cosmetic and lingerie businesses. They’re also working with influencers across all categories like “fashion, gaming, wellness and music, and by platform including TikTok, Snapchat, Twitter, and Instagram with channels focusing on humor, food, art, animals or football-related content.” YPulse’s Sports and Athletics report data shows that football is Gen Z and Millennials’ favorite sport to watch, but over half of Gen Z says they don’t follow NFL football. (Digiday)
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