Football season is the most crowded attention marketplace in sports, with consumer brands, teams, experts, insiders and tech and data companies competing for the same audience’s interest at the same time. The ones that break through aren't necessarily the companies that spend the most money or produce the most content, they're the ones bringing something unique to the conversation and cutting through the clutter.
Too many brands enter football season with a calendar focused on self-promotional content rather than a distinct point of view. Here are two recent examples of companies that changed the promotion calculus to build their brands, drive downloads and create new revenue opportunities during the fall football season.
Our team worked with FTN, a sports media and analytics company, to strengthen the brand’s overall share of voice. We worked with one of their analysts, Aaron Schatz, the creator of DVOA, as our main spokesperson. (DVOA is a proprietary football metric that evaluates team and player efficiency by measuring every play against league-average baselines while accounting for factors such as opponent strength and game situation.) Our work with FTN makes for a great case study demonstrating how owning unique data and sharing a distinct perspective can help a brand break through during football season.
What made FTN valuable wasn’t simply DVOA itself. The difference was that FTN had information people couldn't get anywhere else and someone well-qualified to explain it. Aaron and DVOA gave reporters, fans, fantasy experts and bettors a different lens through which to evaluate teams, players and games. One unique statistic and a spokesperson who could explain it created multiple storylines catered to multiple audiences.
We saw a similar dynamic during our time working with Covers, one of the most recognized names in sports betting media. What made Covers valuable wasn't just its access to odds, it was the expertise their spokespeople possessed. When a quarterback gets injured on a Thursday afternoon and betting lines suddenly shift, reporters and fans want information, but they also want context. They want someone who can explain what happened, why it matters and what could happen next. Jason Logan, Covers’ senior betting analyst, was able to do that.
The combined expertise of Covers’ analysts allowed them to contribute to conversations that extended far beyond betting — similar to what we saw with FTN. They became trusted resources for broader discussions about games, teams and trends across the football landscape.
The common thread between FTN and Covers wasn't data or betting, it was value. Both organizations had something meaningful to contribute to the conversation. The same principle applies far beyond earned media. Social media algorithms reward original perspectives. Podcast hosts seek interesting guests. Event organizers look for compelling speakers. Potential customers engage with brands that teach them something new. Attention follows value.
Another lesson that often gets overlooked is timing. The best football-season coverage often begins with conversations that happen months before kickoff. The relationships that generate media opportunities in September are frequently built in June and July. The trust that leads a reporter to pick up the phone during a busy NFL week is established long before the regular season begins.
That's why preparation matters. Not because it gives you more time to schedule social posts, but because it gives you more time to identify your unique story, refine your messaging and build relationships that can help amplify that story when football season arrives.
As you prepare for the months ahead, ask yourself a simple question: What unique story can only your company tell?
If the answer isn't immediately clear, now is the time to find it. Because when football season arrives, the brands that earn attention won't be the ones shouting the loudest. They'll be the ones offering a unique way of understanding what’s happening.
If you're planning your football-season strategy and looking for ways to stand out in an increasingly crowded marketplace, let's talk!
