17:36 The NFL’s Modern Multicultural Approach — Ellis highlights the NFL’s commitment to modernity and cultural influence through a multicultural approach. With its significant impact, he stresses that the NFL aims to be a cultural leader beyond entertainment. The NFL has enhanced its brand relevance by integrating a strong, modern multicultural strategy rather than targeting specific groups separately. This approach has increased engagement among mature audiences and spurred growth in youth, Latino, and female segments for the first time in a decade.
23:48 The Impact of the ‘Helm Off’ Strategy — Ellis discusses the success of the “Helm Off” strategy, which puts NFL players at the forefront of humanizing the league and strengthening storytelling. By focusing on what players care about, the strategy has fostered a deeper emotional connection with fans and improved relationships between the league, players, and partners. Ellis highlights how this approach has enhanced collaboration with the entertainment and music industries, promoting open dialogue and trust. The result has been a more unified and impactful NFL presence across various platforms.