NFL Recognizes the Vital Role of Content Creators in Draft Engagement

During the recent NFL Draft, the league made a concerted effort to engage with content creators, recognizing their growing influence in digital media.

With the Access Pass Program, YouTube creators such as Peighton Tubre and Edgar Gallardo worked on-site and remotely to develop content for their respective channels, producing compelling drafts. It was these creators who contributed significantly to the event, gaining exclusive access to Detroit experiences, including making picks on stage and participating in unique activities. 

The draft festivities were enhanced by the “$1 or mystery gift” giveaway by James Seo, who conducted his signature giveaway. NFL officials have acknowledged the importance of engaging with younger audiences and adapting to evolving digital trends by focusing on content creators.

Engagement with Content Creators

Director of NFL Social Content, Justin Anderson, emphasized the importance of selecting creators deliberately for the Draft, ensuring that their unique storytelling styles align with the themes of the host city or resonate with the tone of the league’s brand campaigns. Anderson credited the social and influencer team for their exceptional ability to stay ahead of the curve in internet and pop culture trends. The NFL encourages creators to develop content in their unique style that authentically resonates with the audience they’ve cultivated across social platforms.

“The team has a very diverse set of interests and passions, and we lean into that. With that comes different POVs and pitches for new and interesting creators from various content verticals across social. While there isn’t a secret recipe to how we find and create relationships with creators, we strategically partner with creators in key verticals that resonate with younger audiences, including fashion, music, gaming, humor, fitness and food,” said Anderson.

Two creators generating excitement for Day 3 include viral streamer Sketch, set to announce a pick for his hometown team, the Houston Texans, and Minnesota Vikings fan Jimmy Darts, an extension of his participation in the NFL’s YouTube Creator of the Week program during the 2023 season. Providing super fans, who are also prominent content creators, the chance to announce a pick extends the NFL Draft’s reach to an audience that might not typically engage with regular league coverage.

Celebrity and Creator Involvement

Alongside creators, NFL clubs also featured celebrity participation throughout NFL Draft week. WWE Superstar Kofi Kingston awarded quarterback Drake Maye with a custom belt following his selection as the No. 3 overall pick by the New England Patriots. Rappers Big Sean and Eminem made appearances on stage, while photographer Jonathan Mannion captured vignettes of celebrities in throwback Mitchell & Ness jerseys, sharing stories about their favorite teams and the excitement of the NFL Draft. Celebrities such as Becky G, Gunna, AdamW, Cole Bennett, and Tori Kelly were among those featured.

Kylie Callura, Manager of Social Content and Production at the NFL, noted that there has been a growing interest from creators across various verticals seeking partnerships with the NFL, particularly around major events. Callura highlighted the NFL Draft as a significant draw for creators due to its celebratory atmosphere and broad relevance to all 32 fan bases, as well as collegiate fan bases.

“The Draft provides an opportunity for creators interested in not only football but fashion and personality-focused content to lean in, whether that’s content creation on the red carpet with the prospects or fan-facing activations with players in Detroit,” said Callura.

At last year’s Draft, creators attended to capture content from their perspective. This also piqued the interest of other creators who want to participate in the NFL Draft festivities.

NFL’s Strategy in Partnering with Creators

The NFL prioritizes all social platforms where it is active, including TikTok, Snapchat, Instagram, Twitter, and Facebook, during all seven rounds of the NFL Draft. The social programming team works diligently to optimize content based on best practices for each platform, incorporating content from the NFL Network broadcast as well as original content produced on-site with prospects, legends, creators, and fans. Additionally, social activations from partners like Toyota, Rocket Mortgage, and Little Caesars are integrated into the overall strategy.

“It also gives creators a unique exclusive opportunity to celebrate and experience the game like never before,” said Callura. “In addition to announcing a pick, Sketch and Jimmy Darts had access to all the happenings on-site in Detroit to showcase the fan experience through their own lens throughout the week.”

Anderson said partnering with creators who are passionate football fans offers a unique opportunity for authentic storytelling and relationship building. By connecting creators with the NFL, particularly when players are involved, it creates a compelling brand-building opportunity for both parties.

“It’s rewarding to see a creator light up when they get to work with a playe but often, we also see the player light up when they get to [work with the creator.] When that happens, that’s when we really know we are pulling the right strategic levers and creating a situation where all parties win,” said Anderson.