The NFL is aiming to expand its fanbase, particularly among younger audiences, by partnering with Betches Media, a content company that focuses on millennial and Gen Z women. Despite women already making up nearly half of Super Bowl LVIII’s record-breaking audience, the NFL sees further growth opportunities.
Aleen Dreksler, CEO and co-founder of Betches Media, said, “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.”
Through this partnership, Betches will create engaging and approachable content tailored for women, starting with the 2025 Pro super bowl. This will include original video series, social campaigns, and athlete interviews. The NFL will grant Betches access to major events like the Super Bowl and NFL Draft to help produce dynamic content.
Anna DeLucia, the NFL’s senior manager of business development and strategic investments said, “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,”. Furthermore added, “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.”
Betches launched Betches Sports earlier this year. The company says that NFL football is the most popular sport among its audience and described it as, “a space for female sports fans that highlights all sports and the culture behind them.”