NFL earns top spot on Ad Age's Marketers of the Year list

The NFL ranks No. 1 on Ad Age's 2021 Marketers of the Year list, thanks in part to its "new marketing strategy that has included a more progressive and honest approach to social justice," according to E.J. SCHULTZ of AD AGE. The new "Football Is For Everyone" campaign included the line "'football is gay' and was released in the wake" of Raiders DE Carl Nassib "coming out as the first gay active player in the NFL." The league also has "stepped up its youth outreach via influencer and celebrity marketing that has included deals with dozens of stars ranging from" Miley Cyrus to rapper 2 Chainz. The NFL also has "hooked up with gamers." These moves have made the league "more relevant than ever, both as a TV ratings powerhouse and pop culture force." It has "reversed the slide with younger viewers." Under NFL CMO Tim Ellis, the league has adopted a "'helmets-off' marketing approach that puts more emphasis on player personalities." The league now "assigns about four 'local content creators' to each team to collect not just on-field behind-the-scenes footage -- like sideline banter -- but also off-field player activities, like a trip to the mall." It also means the NFL is "giving players a bigger platform to talk about the causes they believe in."

BEST OF THE REST: Other entities with ties to sports/esports included in the Top 10 of Ad Age's Marketers of the Year list were LeBron James at No. 7; WarnerMedia at No. 8; and FaZE Clan at No. 9. Cryptocurrency exchange FTX, which has been highly active in the sports space this year, came in at No. 10 (ADAGE.com, 12/13).