“You could do it all in an Applebee’s that makes it even bigger and better because that’s where our fans are,” Rodburg said. “So we make sure that each brand is doing what is authentic to them. But at the same time, we encourage working together because that just makes every program even better.”
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More importantly for the partnership, the NFL’s strategy acknowledges each brand as a leader within its niche and works with them based on the league’s needs.
For example, sponsors TCL, Apple Music and Microsoft all fit within a broader consumer electronics category, but the NFL leans on TCL for televisions, Microsoft for its Surface devices (and Windows software) and Apple Music to connect fans to its Super Bowl halftime acts.
Rodburg credits the team led by NFL vp of sponsorship strategy and business development Ingrid Petri—who joined the league in October after nearly two years with AEG and eight with the NBA—with producing a mix of sponsors that benefit both the league and each other. Much as Anheuser-Busch the NFL’s wine expertise to E&J Gallo and spirits to Diageo, Applebee’s joins the club knowing that Little Caesars has staked out pizza, Subway has sandwiches and Uber Eats—which often includes Applebee’s among its offerings—handles delivery.
“Each one has its swim lane, and we make sure that their creative is different, their activation is different and how they come to life at our events is different,” Rodburg said. “Every fan and customer wants that customization—they’re going to these brands for a reason, they’re coming to us for a reason—so we work hard with all of our partners to make sure that that differentiation comes through.”
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