Sponsor insights

Partnership Reports

NFL Training Camps Unveil Inspired Activations as the League Engages Fans in Record Numbers

August 22, 2023

NFL buzz is building as the start of the regular season approaches: over the last five months, the league and its teams have generated nearly 45M in total branded social engagement with over 7,780 posts across Instagram, TikTok, X, and Facebook. With the season yet to begin, and total engagement already nearly half of what we saw in the 2022-23 season—it seems assured that the upcoming season will blow past the dazzling 100M mark set last year.

Notably, the NFL's collaboration with EA Sports commands over 10% of total engagement–more than 4.7M followers and counting. has sponsored the Dallas Cowboys' offseason signings and trade news on the team’s social channels, propelling the Cowboys’ engagement numbers to the top of the league. The campaign's 48 posts so far have helped drive total engagement past 1.7M.

As NFL training camps continue throughout the pre-season, brands aim to engage fans and enhance their experience via interactive activations. Park Dental’s activation with the Minnesota Vikings this summer, for example, gave fans the opportunity to try their hand at mini-golf. 

Photo opportunities–whether virtual or in person–are another compelling asset. The Buffalo Bills’ “Get Your Groove On” activation with M&T Bank gave fans a chance to dance virtually with team mascot Billy Buffalo, while McDonald’s unveiled a  “Big Mac Sack” photo opp at the Kansas City Chiefs’ training camp, which dovetailed with its long-running campaign offering buy one, get one free Big Macs in the KC area the day after the Chiefs sack the opposing quarterback.  And further west, the Los Angeles Chargers joined forces with Oakley for a photo opp with a backdrop featuring some of the team’s stars.

For many kids, the chance to play sports on a professional field is the thrill of a lifetime–and the Chicago Bears teamed up with Advocate Children’s Hospital to offer them just that. The “Mini Monsters Drills” at Bears training camp gave little fans the chance to run drills similar to those the players do–a fun, fitness-themed activation that the Buffalo Bills also offered to kids in partnership with local health plan provider, Independent Health.

Further downstate, the New York Jets gave little ones a different take on fitness with a bounce house sponsored by chocolate brand, Kinder.

Meanwhile, Cigna sponsored the Denver Broncos FIT program at the team’s training camp, which featured a “Shuttle Run, Kick and Toss” activation, designed to encourage fans to get moving. 

Watch this space for more inspired regular season activations sure to engage legions of fans both in attendance and on social media.

Sign up for our weekly newsletter:
Sign up for a Demo of SponsorUnited:
Please fill out the form below for your FREE download of the report.
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.