The NFL's Opening Weekend Is an All-Out Brand Blitz

Football is back. But can anyone win in this partnership pile-on?

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Welcome to the 2022 National Football League season, when brands begin their slow march through the schedule toward the big payoff at Super Bowl 57.

The biggest game in all of sports marketing is just beginning.

In 2021, more than 25 million people watched the NFL’s Thursday night kickoff game. That made it the seventh most-watched broadcast of the year, with more viewers than any non-NFL show. It also started a slate of Week 1 games that averaged



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