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When Tim Ellis arrived at the NFL as its CMO in 2018, his plans were ambitious and the path was clear. Embracing what Ellis calls a “helmets off” strategy, the focus was not just on elite athleticism but players’ contributions as human beings, getting them closer to fans.
He also sought growth and transformation—but it had to include more than simply the sport itself.
“I looked carefully at balancing entertainment with corporate responsibility,” Ellis said. “For me, it wasn’t just a matter of being a good corporate citizen; it was about how the NFL
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