The 2021 NFL draft was one for the books as the event was a hybrid of being both in-person and virtual. The air is definitely buzzing with hope at the return of normalcy, and this multi-day event was a true testament to fan excitement. Brand excitement is peaking too. As the world of professional sports begins to open back up, brands want to be in on the fun and share exciting new ways of engaging fans.
For this year’s NFL Draft, there were 37 sponsors representing 52 beloved brands – 10 more brands than two years ago in Nashville, the last in-person NFL Draft. We’re sharing a quick recap of NFL Draft highlights and our favorite NFL Draft sponsorships.
A Quick Recap
As expected, Trevor Lawrence was the #1 overall pick and will be joining the Jacksonville Jaguars, playing for the team in his home city. Zach Wilson was selected second by the New York Jets. 160,000 fans got to attend the draft across its three day stretch. Twelve prospects attended the event live, spending time in their own green rooms with their families, while the rest chose to watch at home.
NFL by the Billions
- The NFL makes around $15-16 billion annually. Half of this revenue comes from TV deals.
- CBS, NBC and Fox have shared rights to Sunday Night Football and rotating rights for the Super Bowl, and are paying $39.6 billion total across the 2014-2022 seasons. For Monday Night Football, ESPN is paying $15.2 billion through the 2021 season. Thursday Night Football lies in the hands of Fox, thanks to a $3.3 billion exclusive deal.
- The Dallas Cowboys ring in as the top grossing team, earning $980 million in revenue in 2020.
- The NFL’s goal is to reach $25 billion in revenue by 2025, and bigger TV deals are a central focus to do so.
Top Featured Sponsors This Year
- Bose was the sponsor of all draft concerts, including Machine Gun Kelly, Kings of Leon, and Black Pumas. The company successfully jumped on the chance for brand visibility by millions of viewers. Bose was also a tech sponsor for all headphones used during the draft, increasing their recognition by getting involved in multiple sponsorship touchpoints.
- Lowe’s was the presenting sponsor of the draft green rooms, where the 12 prospects who attended the event live got their own backstage pod souped up with couches, TVs and refreshments to enjoy with loved ones. During the draft, Lowe’s also announced their Home Team “draft picks,” NFL prospects Justin Fields and Najee Harris. The two will be faces of the Lowe’s Home Team charity movement, where they rebuild homes and communities in need in every NFL team location.
- Sleep Number is the official sleep and wellness partner of the NFL. This year, Sleep Number activated their own customers ahead of the draft to share their predictions and hopes in an online sweepstakes as part of their Inner Circle Rewards program. This engagement got Sleep Number customers excited and talking about the draft, and helped spread the Sleep Number brand through social sharing.
- Snickers was the chocolate sponsor presented before each draft pick. A decadent close-up of a Snickers bar filled the screen before each pick- a perfect opportunity to be seen at the peak of fan anticipation and excitement, especially at the moment when most viewers are focused on the screen.
We’re excited to see what innovative brand sponsorships continue to emerge this year as sports pick back up. With this hybrid model of engagement, brands have the unique opportunity to reach fans both virtually and in-person, as some flood the stadium and others continue to watch at home. Regardless, it comes back to getting in front of fans in new and meaningful ways.