THE NFL have struck a landmark new partnership deal in a bid to boost football’s popularity among women.
According to reports, the NFL reached a partnership agreement with Betches Media, a women-founded digital media company.
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Kansas City Chiefs tight end Travis Kelce kissing Taylor SwiftCredit: AP
Betches Media produce content “geared towards Gen Z and millennial women”.
According to Variety, “Betches will produce content that ‘enables millennial and Gen Z women to tap into exciting NFL moments,’ while also presenting advertising and sponsorship revenue opportunities for brands looking to reach the demo.”
The company would start producing NFL focused content, including original series, social campaigns, and athlete interviews, at the 2025 Pro Bowl.
Betches Media was acquired by LBG Media in 2023, owner of British digital content outlet LADbible.
Speaking with Adweek, Betches senior vice president of revenue partnerships Randi Windt said: “This is not necessarily about reaching the female sports enthusiast who is watching every game.
“This is about growing the audience and expanding consumption by creating relatable content that appeals to the casual fan.”
The NFL’s senior manager of business development and strategic investments Anna DeLucia told Variety: “By teaming up with Betches, we’re creating content that bridges the NFL and culture in a way that resonates with their audience’s unique perspective.”
But according to Adweek, the partnership with Betches and the NFL is not paid.
But it further boosts the NFL’s efforts to make in-roads with women.
Last year’s Super Bowl was the most-watched ever by women – making up almost half of the total audience.
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Taylor Swift has had a huge part of the rise in female popularity due to her relationship with Kansas City Chiefs Travis Kelce.
The two confirmed their relationship this year with Swift regularly showing up to watch the tight end’s matches.
And Kelce has also supported Swift’s musical tours.
