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Welcome to another special Greatest Hits episode of the Marketing Vanguard podcast. Today, host Jenny Rooney speaks with Tim Ellis, the National Football League’s evp and chief marketing officer.
Ellis delves into the league’s digital growth and strategies for reaching diverse audiences. He highlights the importance of authentic partnerships with creators, the NFL’s cultural integration in marketing, and their focus on social issues like mental health and anti-bullying.
He also discusses upcoming Super Bowl ads and the league’s international expansion efforts, including initiatives in Ghana. Ellis also expresses enthusiasm for the NFL’s future as a more inclusive global brand.
“The NFL platform is incredibly powerful, and we take that responsibility very seriously,” he says on the podcast. “So, we’ve used our platform to address important issues like mental health, anti-bullying, and voting. We’ve partnered with organizations and influencers to make a difference in those areas. And we’re also really proud of our efforts to promote women’s flag football as an Olympic sport and bring it into high schools nationwide.”
Ellis is a dynamic marketing executive with over 30 years of experience, known for pioneering award-winning campaigns across the U.S. and Europe. As CMO of the NFL, he earned accolades such as Marketer of the Year by Ad Age and created the No. 1 Super Bowl ad on the USA Today Ad Meter.
Ellis’ previous roles include award-winning work at Activision, Volkswagen, and Volvo, with honors like the Cannes Lions Global Marketer of the Year and multiple Emmys. He is also an influential board member for the ADWEEK Diversity, Equity, and Inclusion Council and the Ad Council.
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Key takeaways:
11:04 Embracing Opportunities — Ellis emphasizes the importance of embracing the multitude of marketing opportunities available today. He reflects on the success of the 2011 Volkswagen “The Force” ad, which was released online before the Super Bowl—a novel strategy at the time. Ellis notes that leveraging digital platforms and creators who genuinely connect with the audience has become crucial. At the NFL, they empower these creators to express their passion authentically, which helps reach younger and more diverse audiences more effectively than traditional media. This approach has significantly expanded their reach and enhanced audience engagement.