Challenger Brands

Emphasis on Athletes Brings a Younger Audience in the NFL's 100th Season

CMO Tim Ellis on how the league is staying relevant at Adweek's Challenger Brands summit

tim ellis and jeff litvack
Tim Ellis sat down with Adweek CEO Jeff Litvack at Challenger Brands 2020.Sean T. Smith for Adweek
By Ryan Barwick

March 4, 2020

Not every brand lasts long enough to celebrate its 100th birthday. Not every brand is the National Football League. And while not a Challenger Brand in the traditional sense—it’s been the most popular sports league in the United States since the early ’70s—it was seeing the same headwinds facing every legacy entertainment product: declining younger audiences and lack of relevancy.

Ryan Barwick

Ryan is a brand reporter covering travel, mobility and sports marketing.

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