Tim Ellis (NFL) | How the NFL Builds Culture, Not Just Fans
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
In this dynamic episode recorded live at the ANA Masters of Marketing, NFL Chief Marketing Officer Tim Ellis shares how he transformed one of the world's most valuable sports brands during a time of significant cultural and business challenges. (13:38) Ellis joined the NFL in 2018 when ratings were declining, attendance was dropping, and the league faced tensions with players over social justice protests. Through his "helmets off" strategy—showcasing players as people, not just athletes—and a commitment to opening the NFL's arms wider to new audiences, Ellis has helped reshape the league into a more human, inclusive cultural force. (14:35) The conversation explores his bold creative approach, from producing Super Bowl ads that make audiences cry to launching campaigns like "Football is Gay" that celebrate inclusion, while maintaining the NFL's position as the most dominant entertainment brand in America.
- Main Theme: How courageous, inclusive marketing transformed the NFL from a declining sports league into a cultural phenomenon that transcends the game itself.
Speakers
Jim Stengel
Jim Stengel is the host of The CMO Podcast and a former Chief Marketing Officer of Procter & Gamble. He has helped hundreds of major brands discover and activate their purpose, believing that when a brand's purpose is clear, compelling, and authentic, profit naturally follows.
Tim Ellis
Tim Ellis is the Chief Marketing Officer of the National Football League, having joined in 2018 during a challenging period for the league. Before the NFL, he led marketing at Activision Blizzard, turning Call of Duty into a global blockbuster, and at Volkswagen where he created "The Force," one of the most beloved Super Bowl ads of all time. His career spans 19 years in global marketing, including four years at Goodby Silverstein and Partners and extensive international experience in Europe working on campaigns that won prestigious awards including a Cannes Titanium Lion.
Key Takeaways
Open Your Arms Wider as a Growth Strategy
Ellis emphasizes that brands must be willing to make some people uncomfortable to bring new audiences in and strengthen their overall position. (24:27) When he joined the NFL, he immediately focused on youth audiences, women, and casual fans rather than the core 35-year-old white male demographic that was already loyal. His philosophy of "Football's for everyone" meant creating content and campaigns that might not appeal to traditional fans but would attract new ones. The results speak for themselves—the NFL expanded its touchpoints with fans from around one million people to close to 600 million by working differently and focusing on exponential growth rather than incremental improvements.
Build Great Teams and Trust Them Completely
Ellis believes one of his greatest strengths is building exceptional teams and then trusting them to execute without micromanagement. (35:15) He hires people who are world-class in their disciplines while also being "marketing athletes" and good people—maintaining a strict "no asshole rule." He spends time not just with direct reports but with VPs, directors, and managers throughout his organization, sometimes selecting managers to speak with him on panels and work on special projects. This approach creates loyalty and enables great work because team members know they're trusted and supported.
Lead Creative Development From the Heart
Ellis gets deeply involved in the creative process at every stage, from initial concepts through editing and audio production. (35:59) His background as an actor, photographer, and writer in his twenties, plus his extensive international experience, taught him to create work based on universal themes that connect with people's hearts rather than relying on dialogue or rational arguments. He trusts his gut instincts and isn't afraid to say when something doesn't work emotionally, believing that passion and care for the creative work drives both engagement and business results.
Establish Trust Through Transparency and Vulnerability
Ellis built crucial relationships with NFL players by being transparent about his vision and genuinely caring about their interests beyond football. (29:09) He spent time understanding what players were passionate about—whether cooking, art, gaming, or fashion—and found opportunities to incorporate these interests into NFL communications. This approach built trust because players saw that Ellis made them "look cool" and respected their humanity. The same principle applied to working with team owners: he was completely transparent about the league's strengths and weaknesses, using data to build credibility for his recommendations.
Take Calculated Creative Risks for Cultural Impact
Ellis demonstrates that sometimes the most important work requires taking risks that may upset some stakeholders but ultimately strengthen the brand. (26:57) His "Football is Gay" campaign celebrating Carl Nassib, the first active openly gay NFL player, received pushback internally and from some players, but resonated powerfully with LGBTQ+ audiences and young people. The campaign exemplified his willingness to make bold creative choices that align with his vision of making football for everyone, even when they challenge traditional expectations.
Statistics & Facts
- The NFL has a market cap of approximately $230 billion, making it comparable in size to Goldman Sachs or Toyota. (12:07)
- 95 of the top 100 TV broadcasts last year in the United States were NFL games, demonstrating the league's dominance in entertainment. (12:17)
- The NFL accounts for only about 4% of sports games but commands about half of all online sports consumption, showing its digital engagement power. (12:24)
