How the NFL Reaches Next Gen Fans; Ferrero Trolls Marketers: Tuesday’s First Things First

Plus, an upgrade to WFH lunches

In San Francisco, folks can order a sandwich with smoked harissa brisket, beet-horseradish yogurt, charred broccoli and lemon, and griddled halloumi cheese from Soulva. Dropbox and The Infatuation
Headshot of Jess Zafarris

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.

How the NFL Competes for—and Wins Over—Younger Fans’ Attention

The NFL has a lot to compete with amid today’s deluge of information and entertainment, especially among younger audiences who may not connect with the league’s legacy. That’s why it has turned to a TikTok presence to meet the next generation of fans where they are—and do so in a way that authentically connects with them. During Day 1 of the Brandweek Sports Marketing Summit, CMO Tim Ellis led a panel with social marketing-focused teammates Sana Merchant, A.J. Curry and Rich Elmore. 

Watch: Discover how the NFL is creating content and marketing initiatives that bring connections with players to the forefront of the brand experience.

Also at the Brandweek Sports Marketing Summit today:

  • The NBA’s Kate Jhaveri, the NHL’s Heidi Brownig and the MLB’s Barbara McHugh discussed exactly how these three leagues pivoted in times of need and what we can expect from the future of sports in the “new world” post-pandemic. 
  • When your business depends on live sports, what do you do when the games stop? Hear from FanDuel CMO Mike Raffensperger on how the betting brand did it

Register for Day 2 of the Brandweek Sports Marketing Summit to learn about The Brand Experience, in which brand marketers and athletes share how to succeed in this competitive space.

Ferrero’s New Campaign for Crunch Is an Absurdist Take on Advertising’s Lofty Promises

Overpromising has been a bad habit of advertising since its very beginnings—and Crunch merrily pokes fun at it in a new series of ads touting the immense power of “CRUNCHing.” Montages of delighted people fail miserably at their hobbies while remaining overconfident thanks to the candy bar. It’s the first campaign for the brand from Ferrero since the company bought Nestle’s chocolate portfolio two years ago. 

Watch, and learn how it came together: The humorous and faux-inspiring spots aim to brighten your day.

Dropbox and The Infatuation Want to Elevate the Work-From-Home Lunch

Time is an illusion, lunchtime doubly so—and perhaps triply so during the pandemic, when the average American ends up working so much that they forego their lunch breaks. Dropbox and The Infatuation aim to lend a hand with The Lunch Dropbox, a weeklong delivery program for workers in San Francisco, New York and Chicago that lets them order specific menu items from three local restaurants through a dedicated microsite.

Check out the menu: The meals focus on ingredients that remote workers probably wouldn’t have the time or focus to assemble.

Why So Many Stadiums Are Racing to Install 5G, Even With Live Events Paused

SoFi Stadium, the brand new indoor-outdoor venue for the Rams and the Chargers in Los Angeles, boasts among its extensive amenities is its own 5G network with a 2.5-gigabit-per-second data transmission speed (faster than 99% of U.S. households). It’s a growing trend among large arenas, with AT&T Stadium claiming to be the first to include 5G and Verizon similarly getting in on the action—but it’s no small task to implement.

An investment for the future: Is this feature for the fans (who aren’t in seats right now) or for venue owners and teams and their marketing benefits?

@JessZafarris Jess Zafarris is an audience engagement editor at Adweek.