NFL fans may be settling in for the flesh of the season, but the team’s advertising, ticketing and social advertising agencies are gearing up for one of the biggest time on the timeline.
On Wednesday, nearly every team releases a special piece of content highlighting its top matches and regional games. The full schedule of the league will be released.
In an interview with Rams Studios, vice president and general manager Marissa Daly stated,” It’s the Super Bowl of ticket but also the Super Bowl of social media team.” All groups and social media managers take a lot of confidence in the process. This is it”.
With a two-minute leg slapper featuring confused NFL fans, the Tennessee Titans probably executed their artistic strategy better than anyone next year. The league’s most popular plan release film on that platform was the popular social media video, which has more than 30 million views.

NFL fans usually watch the finished product, which only takes a few minutes of their day to view. However, marketing and social media teams typically work together with the business operations crew to create this particular purpose content and get ready for the big day with a varied strategy that typically includes meetings with the team responsible for business operations. Teams that do n’t make the most of the schedule release run the risk of missing a crucial opportunity to engage with their fans.
The Jacksonville Jaguars won a Webby Award for their innovative schedule release film, which had a more narrative-driven approach than the majority of its type of articles. The Jaguars wanted to be strong and tapped Asher Grodman, a veteran Jaguars lover and Ghosts actor, to be the director and lead author of the movie, which helped to fuel one of the biggest solution sales days for the company.
The movie plays of the NFL be scripted, and ended up having an 8, 826 % rise in views over the 2022 routine videos. Grodman referred to schedule release day as” the biggest non-football opportunity to make a splash.”
The Rams will implement a three-pronged marketing strategy this year, highlighted by the fully animated 3D video” Race to New Orleans,” which both embodies the culture of L.A. and highlights the vibe of each road team the NFC West team will play this year. —featuring a tricked- out lowrider and Nipsey Hussle’s music.
Schedule release videos are the most- shared Tweets of all time for at least three NFL franchises—the Titans, Atlanta Falcons and Los Angeles Chargers. The Titans video from last year has more than 45, 000 retweets, four times more than the team’s previously most- shared post.
This is one of the most crucial days of the year for teams to inspire fan engagement and boost revenue streams because of the unheralded NFL fandom, limited home games, and the debut of the primetime matchups. For several NFL teams, it’s the biggest day of the year for single- game ticket sales.
” My whole department knows it’s my favorite day of the year”, Dan August, the Los Angeles Rams executive vice president of consumer revenue and strategy, said in an interview. ” It’s like Christmas for a ticketing person. … It’s a monster”.

According to August, the schedule release day generates more single-game ticket sales in 24 hours than the previous three months combined, so the Rams typically position themselves to have as much inventory available as possible to meet the demand.
Many teams, like the Rams, want to capture the adrenaline and sell a sizable portion of ticket inventory before it enters the secondary market.
Teams and leagues are putting a premium on capturing as much demand as possible on the heels of that release before acknowledging there will be a small amount of a [dead ] period, according to SeatGeek director of business operations and strategy Oliver Marvin in an interview. ” They’ll be more focused]later ] on other parts of the business, like team and sales operation and things of that nature”.
The Rams hope their strategy will not only sour the team’s finances, but also stoke the fans. Daly makes it abundantly clear that the marketing team cannot win if the ticketing department fails.
” If we’re not selling tickets, it’s a bad day for the organization”, Daly added. Marketing is there to promote and increase ticket sales. The more interest we can generate from that day, allowing us to target specific season tickets.
Every NFL team has a unique marketing and ticketing strategy, but nearly every team provides a unique piece of schedule- release content to highlight its top matches and divisional games. And for some, it’s not as pivotal from a revenue standpoint.
The Philadelphia Eagles, for instance, have more than 50 000 fans on their season-ticket wait list, so the goal of the content rollout is to promote fan engagement rather than to increase single-game ticket sales. The Falcons do n’t see an immediate increase in single-game ticket sales like the Rams do. The franchise uses the schedule release as a marketing tool to draw in fans and get their attention to other areas like group sales and suite rentals.
” It’s not about the]first ] 24 hours, but it’s more about this being an igniter for everything single- event focused, from premium spaces to group sales”, Don Rovak—vice president of sales and service for AMB Sports and Entertainment, which owns the Falcons—said in an interview. What actually happens in the next day to three weeks is where that activity comes from.
Another instance of how the NFL has managed to keep rabid fans glued to the schedule release comes from the release of the schedule. The most recent uplifting event for NFL fans is the big marketing and ticketing day, which occurs between the draft and the start of the training camps in July.
” Our job”, Rovak said, “is to ask ourselves how we best use these opportunities to tell our story”.