NFL Inks Deal With Betches to Produce Football Content Targeted at Gen Z, Millennial Women

variety.com:

Todd Spangler NY Digital Editor The NFL already has women fans. According to the league, this year’s Super Bowl LVIII game had a record-breaking increase in female viewership, with women representing almost half of the total audience.

But the NFL is continually looking to find new ways to grow its fanbase, particularly among younger consumers. To that end, the NFL inked a partnership with Betches Media, a company that creates content for women.

As an NFL media partner, Betches will produce content that “enables millennial and Gen Z women to tap into exciting NFL moments,” the companies said, while also presenting advertising and sponsorship revenue opportunities for brands looking to reach the demo.

The NFL will provide Betches access to its tentpole events, including the Super Bowl and NFL Draft, so that Betches “can create and produce new and dynamic content” spanning original video series, social and digital campaigns, and interviews with athletes and talent.