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Case Study
August 22, 2023

How The NFL Uses Jebbit To Drive Revenue and Engage Their Fans

The National Football League (NFL) shifted their marketing strategy in recent years to prioritize the fan experience. Learn how it’s paying off.

Jenna Galletti
Content Marketing Specialist

Imagine a long-standing partnership that has thrived for years – that's the NFL and Jebbit for you. You might wonder, why would the NFL, a sports giant, seek help from Jebbit? Well, it's all about making fans feel more connected and excited about the game. Jebbit quickly realized that there's a chance to do this in a fresh and interactive way. Instead of just sending fans transactional messages, they saw the potential in having real conversations and engaging interactions. This shift marked a turning point, where fans aren't just passive spectators but active participants in a dynamic exchange between the NFL and its die-hard supporters.

Before Jebbit, the NFL used transactional messaging that was focused around downloading their app. Once they leveraged Jebbit, their new email messaging asked their users “what type of fan are you?”. When the two emails were run side by side, they saw a 200% higher click through rate with the more engaging, conversational, call to action. There was also a strong increase in revenue from fans that engaged with Jebbit versus those who did not. There was an overall 25% increase in fan avidity as well. 

Based on the success of this initial test, the NFL knew they had to partner up with Jebbit. They were focused on three key areas: 

  • Increase their domestic and international fan base.
  • Establish a more efficient and repeatable content creation process.
  • Better engage fans across platforms.

Rather than creating messaging based around the business, the NFL shifted their focus to the fans. The NFL created interactive ‘Fan of the Year’ experiences to take the focus away from the transaction and towards personalization. 

Needless to say, their fans LOVED it. 

With the help of their Jebbit experiences, The NFL received 50,000 submissions, with 35,000 of them being new users and 41,000 of them giving a designation of their favorite team. Their ‘Fan of The Year’ survey was launched across multiple platforms including web, email, Facebook, Youtube, and Twitter. 

In the year of 2020, NFL ran over 45 Jebbit experiences domestically and internationally. This resulted in over 300,000 users into their database and updated fan profiles in five of their key countries. Time and time again, the NFL saw their users loving and engaging with their Jebbit experiences. They saw a 85% engagement rate from their users. 

But don’t take it from us, take it from Aaron Jones, Director of Marketing Science & Strategy at the NFL.

You won’t want to miss everything he has to say. Check it out! 

Jenna Galletti
Content Marketing Specialist

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