The massive global influence of social media is hardly a secret these days. Platforms like Facebook, Instagram, X, YouTube, and TikTok are more than just social outlets; they are places where many of us work, and that goes well beyond sectors like influencing and marketing.
Nevertheless, sports brands have also seen the importance of social media, none more so than the NFL. The league has completely embraced social media, knowing that it is now arguably the best way to onboard fans. Here’s how that happened:
Can’t Beat ‘Em, Join ‘Em
Arguably the biggest change over the years has been the league relenting on showing footage on social media. In a nutshell, that means you can access game highlights, clips and lots of other content without fear of them being “removed from the rights holder”. For years, the NFL and, indeed, other sports leagues, fought against this, but it has now embraced the model, knowing that it keeps fans engaged. Crucially, it’s also monetized it.
The Art of Short Form
We won’t go into a diatribe about younger fans and attention spans, but it is true that many of us now consume media differently. The NFL is well aware of this, releasing highlight reels and short-form video content that holds fans’ attention. It knows that fans will come back to the core product (watch on TV, attend games, buy apparel), but the constant release of short-form content gives the league an almost 24/7 presence in fans’ lives, including in the offseason.
Entering the Conversation
One of the things to note about the NFL’s presence on social media is that it doesn’t have to attract fans to those platforms. The fans are already there, arguing over the Hall of Fame, sharing NFL lines advice, and doing whatever it is fans do on social media. The NFL’s role here is like a curator, offering fans talking points and nudging them to become excited for the games.
It Localizes the Global
One of the NFL’s masterstrokes has been to create local satellite accounts in other countries. For example, if you are a British fan of American football, you can go onto the NFL UK & Ireland channel, offering a local perspective on the games and news around the league. It’s a sure-fire way of creating a connection with fans abroad, and it has helped build the NFL into a global product.
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The Direct Line to Players
No player is obliged to have social media, but many of them do, and the NFL helps facilitate the connection between players and fans on the platforms. It does not mean that Lamar Jackson is going to answer every tweet you send, but it does break down the barrier between the athletes and fans. In a sense, it humanizes players.
Embracing Creators
It’s no secret that the NFL works with influencers, musicians and entertainers to engage with fans on social. For example, its 2026 Super Bowl creator flag-football game attracted more than 14 million live YouTube views. Creators will often get exclusive interviews and behind-the-scenes access to the teams and players, lifting the veil.
Let the Teams Talk
Finally, we would say that the NFL has been adept at letting its 32 teams operate independently on socials, while remaining part of the whole. The upshot is that teams have developed different personalities and posting styles. It creates dozens of different conversations, rather than a singular unified one.
