The NFL already has women fans. According to the league, this year’s Super Bowl LVIII game had a record-breaking increase in female viewership, with women representing almost half of the total audience.
But the NFL is continually looking to find new ways to grow its fanbase, particularly among younger consumers. To that end, the NFL inked a partnership with Betches Media, a company that creates content for women.
As an NFL media partner, Betches will produce content that “enables millennial and Gen Z women to tap into exciting NFL moments,” the companies said, while also presenting advertising and sponsorship revenue opportunities for brands looking to reach the demo.
The NFL will provide Betches access to its tentpole events, including the Super Bowl and NFL Draft, so that Betches “can create and produce new and dynamic content” spanning original video series, social and digital campaigns, and interviews with athletes and talent. The content is slated to roll out across Betches platforms starting with the 2025 Pro Bowl Games (Feb. 5).
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“By teaming up with Betches, we’re creating content that bridges the NFL and culture in a way that resonates with their audience’s unique perspective,” said Anna DeLucia, the NFL’s senior manager of business development and strategic investments. “Whether you’re cheering every Sunday or new to football, this relationship invites women into the NFL conversation in a way that’s fun, approachable and engaging.”
In 2023, Betches Media was acquired by U.K.-based LBG Media, owner of viral-content brand LADbible. Earlier this year, Betches launched Betches Sports, described as “a space for female sports fans that highlights all sports and the culture behind them.” According to the company, NFL football is the most popular sport among Betches’ audience.
Betches Sports “gives us a new specialized second-screen experience,” said Aleen Dreksler, CEO and co-founder of Betches Media. “It’s been amazing to witness the cultural conversation surrounding women and sports begin to shift, and we are so excited to collaborate with the NFL to take our mission to the next level.”
Founded in 2011, Betches Media reaches one in five women in the U.S. and 250 million users globally, the company claims.