Football’s Hidden Fanbase: How the NFL is Winning Over Women
Discover the cultural shift reshaping the NFL and its future fan experience.
In this edition
An overview of the female audience growth in the NFL
An interview with Beth Orozco, Vice President of Marketing at GALLO.
Record-breaking female viewership figures are reshaping the NFL, challenging long-held assumptions about who football’s true fans are. In recent years, the league has undergone a subtle yet significant transformation, with women emerging not just as spectators but as passionate participants in the cultural dialogue around the sport.
For decades, the NFL was seen as a cauldron of male enthusiasm. Traditional marketing strategies and media coverage primarily targeted a male audience, leaving a vast demographic largely untapped. However, shifting cultural attitudes and the dynamic interplay of pop culture have gradually redrawn the boundaries of what it means to be an NFL fan.
Historical data and recent Nielsen ratings confirm this evolution. For example, Super Bowl viewership has reached unprecedented heights, with women now accounting for nearly half of the audience—a statistic that would have been unthinkable just a generation ago.
Super Bowl LVIII reached an average of 123.7 million viewers
Women comprised 47.5% of the game’s total audience (58.8 million).
The NFL’s recent strategic partnerships underscore a deliberate effort to cater to these changing dynamics. By blending contemporary cultural references and fresh narratives, the league is inviting more women into a conversation.
Pop culture has played a role in this shift, we can’t ignore that. High-profile relationships—like that of pop superstar Taylor Swift and NFL star Travis Kelce—have brought a new layer of interest and visibility to the sport. While some might attribute the surge in female viewership solely to such celebrity influences, it is more accurate to view these as part of a broader movement towards inclusivity.
The NFL’s strategic manoeuvres, including tailored content and innovative marketing campaigns, have started to resonate with women who have long enjoyed the game from the sidelines. This isn’t about capitalising on fleeting trends; it’s about recognising a deep-seated and growing passion for football among women.
As the NFL continues to rewrite its narrative, it becomes clear that the league is no longer just about the sport—it’s about fostering a community that celebrates diversity, inclusivity, and the shared love of the game. The transformation is not only visible in the numbers but is also reflected in the evolving cultural landscape.
While these shifts continue to redefine both the NFL and its surrounding landscape, brands are seizing the moment to innovate. To delve deeper into what this looks like, I had a few questions for Beth Orozco, Vice President of Marketing at GALLO, who sheds light on how Barefoot Wine (NFL partner), is engaging NFL fans.
With Barefoot attracting 2 million new users in just the 2023-2024 NFL season, what have you found to be the most effective touchpoints for engaging these new consumers?
“Barefoot is the #1 wine brand, and one of Gallo’s (formerly E. & J. Gallo) core goals is to grow the wine category and connect with consumers in ways and places that matter to them. Sometimes that means going outside of the box and reaching out in places they didn’t necessarily expect. Initiatives like the Barefoot Bandwagon Box, Super Bowl starting wineup from Donna Kelce, and gameday experiences with Simone Biles resonate with emerging fans, blending wine, football, and pop culture in innovative ways.”
Barefoot's efforts to engage with NFL fans, particularly women, have been impressive. Can you share more about how the brand’s strategy aligns with the increasing presence of women in the NFL fan base?
“Football has always been about bringing people together, and more than ever, we’re seeing new fans—especially women—join the conversation. As the brand that brings in the most new buyers to wine, Barefoot is the perfect brand to introduce emerging football fans to wine. We saw an opportunity to make wine a natural part of that experience, meeting these fans where they are with fun, approachable content and experiences.”
Can you speak to the role of pop culture in Barefoot’s partnership initiatives, such as with Donna Kelce, Simone Biles, and Allison Kuch? How does Barefoot use these cultural figures to create lasting connections with fans?
“Barefoot’s partnerships with cultural icons connect with emerging fans in creative ways. Partners like Simone Biles, Donna Kelce, and Allison Kuch each bring their own unique spin to football culture. From Simone’s star power to Donna’s expert hosting tips and Allison’s insider perspective, these partnerships help us reach fans in ways that feel authentic to Barefoot. Whether it’s breaking down NFL 101, tapping into ‘WAG’ culture, or making sure every watch party has the perfect wine pairing, these partners help us connect with audiences where they already are—right in the heart of the action."
How do you see Barefoot's growing presence in sports and entertainment influencing future wine trends? Do you think Barefoot’s efforts in these spaces have altered the way people perceive and engage with wine?
“One of GALLO’s core goals is to welcome consumers to the category by giving them new, unique and relevant ways to buy and enjoy wine more frequently. Wine has always won with the traditional mealtime occasion and it's where consumers tend to drink the most wine. We wanted to insert ourselves in unexpected wine-drinking occasions. The NFL partnership has helped bring wine into gameday occasions as well as increase overall cultural relevancy and conversation around wine.”
Given the increase in women viewers at Super Bowl 58, Barefoot can expect some serious attention this time around. Can you share anything about the strategy for the latest Super Bowl campaign?
“For Super Bowl LIX, we’re teaming up with creator, podcaster, and former WAG Allison Kuch to bring fans exclusive behind-the-scenes content that makes football feel fun, easy to follow, and perfect for any wine lover. Whether it’s breaking down key plays, sharing gameday fashion, or hosting the ultimate watch party, Allison’s bringing her relatable, insider perspective straight to her audience.
Barefoot will also be on-the-ground in New Orleans throughout the week at the NFL’s Super Bowl Experience where we will have a branded space offering wine samples, interactive games, and a commemorative photo-opp. The brand will also have a presence across a range of NFL events including the New Orleans Saints hospitality space, NFLPA events, and at the stadium for Super Bowl LIX gameday.”
Thanks for reading, David Skilling.
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