The content material was the product of the NFL’s newly minted partnership with Betches. Introduced in December, the strategic collaboration intends to assist the league broaden its core viewers and construct feminine fandom.
On Tuesday, Betches cofounder and CEO Aleen Dreksler joined the NFL’s Anna DeLucia, senior supervisor of enterprise improvement and strategic investments, and Zoe Schubot, senior content material supervisor on the recently-launched Betches Sports activities at Social Media Week 2025 to debate the impetus for his or her partnership and the evolution of girls’s sports activities engagement.
At the moment, extra girls than ever determine as sports activities followers—not simply of girls’s sports activities, however of all sports activities. 72% of girls worldwide determine as avid followers of a number of sports activities, representing a ten% elevate over the previous three years, in line with a 2024 examine by Wasserman’s The Collective. This elevated curiosity has been accompanied by a lift in girls’s consumption of sports activities content material throughout media sorts.
In an effort to capitalize on rising curiosity amongst girls, the NFL has centered on evolving its advertising and communications ways in latest months.
“We have now seen, on this fragmented social panorama, that we have to work with companions, and creators, and media firms which are talking to their audiences in ways in which resonate,” stated the NFL’s DeLucia. “As a result of, [content that is] simply coming from the NFL’s channels—it’s not going to work.”
Betches, which launched its sports activities media arm Betches Sports activities final September, has been the “good match” as an NFL companion, DeLucia stated, as a result of the corporate’s popular culture literacy marries seamlessly with sports activities content material on social media, serving to to achieve goal audiences.
Betches’ strategy has at all times been, in Schubot’s phrases, “mimicking the best way that ladies discuss to one another.”
With Betches Sports activities, the media firm has superimposed this strategy onto sports activities content material, sharing countless memes and shareable clips that, Shubot stated, “lowers that barrier to entry” to have interaction in sports activities content material.
“It’s simple to share. It’s humorous. You’ll be able to prefer it. You’ll be able to work together with it,” she stated. “It helps drive this sense that we’re making an attempt to create amongst girls that there’s no proper approach to be a sports activities fan.”
