NFL strikes landmark new deal in bid to capitalize on Taylor Swift interest boom after most-watched Super Bowl ever

In an effort to increase football’s appeal to women, the NFL has signed a historic new collaboration agreement.

The NFL has signed a collaboration deal with Betches Media, a digital media company formed by women.

Content “geared towards Gen Z and millennial women” is produced by Betches Media.

Variety claims that Betches will create content that gives Gen Z and millennial women access to thrilling NFL moments and offers advertising and sponsorship options to companies hoping to reach the demographic.

At the 2025 Pro Bowl, the corporation would begin creating NFL-focused content, such as original programs, social media campaigns, and athlete interviews.

In 2023, LBG Media, the proprietor of the British digital entertainment platform LADbible, purchased Betches Media.

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Randi Windt, senior vice president of revenue partnerships at Betches, told Adweek: Reaching the female sports fan who watches every game isn’t the only goal.

By producing relatable material that appeals to casual fans, the goal is to increase both the audience and consumption.

“By collaborating with Betches, we’re producing content that connects the NFL and culture in a way that speaks to their audience’s distinct viewpoint,” said Anna DeLucia, senior manager of business development and strategic investments for the NFL, as reported by Variety.

However, Adweek claims that the NFL and Betches’ agreement is unpaid.

However, it strengthens the NFL’s attempts to gain favor with women.

Women made up nearly half of the audience, making last year’s Super Bowl the most watched by any demographic.

Taylor Swift’s connection with Travis Kelce of the Kansas City Chiefs has contributed significantly to the increase in female popularity.

Swift frequently attended the tight end’s games, confirming the two’s relationship this year.

Additionally, Swift’s musical tours have received assistance from Kelce.

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