The NFL is expanding their reach with more women-led media. The league is partnering with Betches and a female-fan focused sports newsletter, The Gist, as part of a push to reach women, a move that gained momentum after Taylor Swift’s relationship with Travis Kelce put female fans in the spotlight. The addressable audience is massive: 41% of American women identify as NFL fans, but traditional coverage has overlooked them. So instead of pushing tune-in ads, the NFL is funding content like The Gist’s weekly picks game and Betches’ tailgate tours that invite casual fans to engage on their terms. As a result, social campaigns like Betches’ draft-day video quizzing prospects on makeup and fashion pulled 1.5M Instagram views. The strategy is about building fandom over time by centering women from the start, not tacking them on as an afterthought to ESPN-style coverage. (Associated Press)
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