Podcast Summary: The CMO Podcast

Episode: Tim Ellis (NFL) | How the NFL Builds Culture, Not Just Fans

Date: January 21, 2026
Host: Jim Stengel
Guest: Tim Ellis, CMO of the NFL

Overview:

In this candid and high-energy episode, Jim Stengel sits down with Tim Ellis, Chief Marketing Officer of the NFL, live at the ANA Masters of Marketing. They dig into the transformation of the NFL from a sports league into a cultural force, discussing how Ellis rebuilt the brand’s trust, bridged generational gaps, and crafted a strategy grounded in inclusivity, storytelling, and creative partnership with players. Tim’s journey—marked by bold career moves, global perspective, and a passion for creativity—illuminates how the NFL is now building culture and community, not just fandom.

Key Discussion Points & Insights

1. Transforming the NFL Brand (06:00–15:41)

• Openness and Honesty:
  Tim Ellis emphasizes the need for transparency and being relatable on stage and in strategy.
  Quote:

  "That’s been one of my strengths over the years—just the honesty in the work and the honesty in how I approach the work." (06:30 – Tim Ellis)

• Helmets Off: Focusing on Players as People:
  Discusses strategy to show players’ personalities, passions, and stories, not just their athletic prowess.

  • Two-pronged approach: celebrating the joy of the game alongside transcending football as a force for good
  • Partnerships with artists, creators, and ventures into fashion and global expansion

• Globalization as a Catalyst:

  • The NFL is expanding by playing games internationally (Germany, Mexico, UK, Australia, Brazil).
  • But true global fandom requires classic marketing—cultural education, positioning, and local engagement.
    Quote:

  "We can’t be the circus that comes to town… we have to apply classic marketing principles to get people to think differently and want to engage." (08:14 – Tim Ellis)

2. The NFL’s Competitive Parity & Rule Changes (10:08–12:45)

• NFL’s competitive balance is deliberate (drafts, salary cap, rule tweaks).
• Example: The new dynamic kickoff rule to boost excitement and engagement.

3. Turning the NFL into a Cultural Phenomenon (12:41–15:41)

• The Shift from Decline to Dominance:
  • Seven to eight years ago, ratings and attendance were down; media predicted NFL decline.
  • Key: Addressing social issues, being open about past mistakes (e.g., handling of player protests).
  • Focus: Re-engaging with lapsed partners from the entertainment and creator communities, bringing in diverse and younger audiences.
  • Quote:

    "You have to focus on youth. You have to bring in younger audiences. You can’t worry about the 35-plus white male—you’ll have them forever." (18:09 – Tim Ellis)

4. Creativity, Campaigns, and Emotional Storytelling (21:33–25:12)

• The 100th Anniversary Ad:
  • A bold campaign with 65 players, both legends and young talent, including a premier young woman’s tackle football player and gaming influencer Ninja.
  • Meant to spark cross-generational dialogue and appeal.
• Mantra: “Open our arms wider.” Football is for everyone—even if it means making some core fans uncomfortable to grow the base.

5. Culture Change: Inside the NFL (25:12–28:45)

• NFL culture was conservative and resistant to change.
• Commissioner Roger Goodell has enabled modernization by trusting Tim’s vision and focusing on results.
• Willingness to take risks—example: "Football is Gay" campaign supporting LGBTQ+ inclusion. Quote:

  "You have to be willing to take risks, to upset people, to really change the way people think and bring people in." (28:35 – Tim Ellis)

6. Deepening Player Relationships (29:13–33:18)

• Tim builds trust with players—learning their passions, helping them grow their brands.
• Players now seek to participate in NFL campaigns because they feel celebrated as individuals.
• Explores player empowerment in social media and social justice conversations. Quote:

  "What’s the best part of your job? It’s working with the players. And that’s not a bullshit answer… these human beings are incredible." (32:26 – Tim Ellis)

7. Role of the Modern CMO & Team Leadership (34:03–40:08)

• Seat at the Table:
  Marketing must be embedded in core business strategy.
• Team Building:
  Tim’s philosophy: Hire exceptional, kind people; maintain a ‘no asshole rule’; ensure marketing people are the best colleagues.
• Creative Partnerships:
  Deep involvement with agencies, working hand-in-hand on creative, and valuing long-term, trust-based partnerships over transactional relationships.

8. Revitalizing and Partnering with 32 NFL Teams (40:08–43:56)

• Initially, marketing talent across clubs was "uneven at best."
• Tim created a blueprint for club marketing organizations, proving the value of building strong teams at each franchise.
• Success in cross-collaboration, e.g., the Rivalries alternate uniforms program with Nike.

9. Career Journey and International Mindset (44:14–48:17)

• Tim’s early career: Traveled globally, held varied jobs, lived abroad—experiences shaped his creative and human-centric marketing lens. Quote:

  "If you spend the next five years dedicated to traveling… you’ll be 26—you’ll have your whole life." (44:32 – Tim Ellis recounting advice)

• Early work developed universal, emotionally resonant campaigns out of necessity for global connection.

Notable Quotes & Memorable Moments

• On Brand Purpose:

  "To me, it represented transcending the brand and the product to something bigger and greater… that unites us all. That’s exactly how I feel about the NFL." (57:47 – Tim Ellis)

• On Believing in Yourself:

  "You have to believe in yourself—even if you’re putting yourself at risk. That care, that passion, that leaning forward… that’s just important for us in advertising and marketing." (59:08 – Tim Ellis)

• On Creativity and Emotional Storytelling:

  "If it doesn’t get me in the heart, that’s all I need… The best work is always emotional." (38:03 – Tim Ellis paraphrased)

Audience Q&A Highlights

Flag Football & Super Bowl Halftime Show (49:17–52:54)

• NFL uses the Super Bowl halftime show strategically as a growth driver for youth and casual audiences, increasingly focusing on international acts.
• The growth of flag football (especially among girls/women) is a major inclusion play and drives fandom.
  • Over 650,000 women played last year; program’s international Olympic debut ahead.

Rebranding the NFL: Where Did You Start? (53:20–56:55)

• Restructured the marketing team to focus on areas of fastest growth (youth, culture).
• Built early wins with young people, influencers, and major corporate partnerships, then scaled.

Concluding Insights

3 Main Takeaways (65:12–end, paraphrased)

1. Build great teams and let them thrive.

   • Hire for talent and character; empower people and cultivate mutual trust.

2. Lead with heart and trust your instincts.

   • The most effective campaigns start emotionally, not just rationally, and are rooted in genuine personal passion.

3. Open your arms as a brand strategy.

   • Inclusivity sometimes means discomfort, but it’s necessary for sustained growth and cultural relevance.

Timestamps for Key Segments

• [06:00] – Tim’s recap of his ANA Masters of Marketing keynote—strategy, culture, and global expansion
• [10:08] – NFL’s calculated competitive parity and rule changes
• [13:12] – The state of the NFL seven years ago and embracing needed change
• [18:09] – Interview story: Why Tim took the CMO job and his priorities
• [21:54] – Anatomy of the 100th Anniversary campaign
• [25:29] – Organizational culture change and taking risks
• [29:13] – Deepening player relationships and trust
• [34:03] – Role of the CMO and Ellis’ leadership philosophy
• [40:33] – Collaborating with club teams and scaling innovation
• [49:17] – Audience Q/A: Halftime show strategy, flag football, inclusivity
• [53:26] – How the NFL’s “rebrand” started
• [56:55] – Rapid-fire closing questions: Brand memories, believing in yourself, AAF Hall of Fame induction

Final Thoughts

This episode is a masterclass in modern brand leadership, showing how purposeful risk-taking, relentless creativity, and genuine human connection can transform even the most established organizations. Tim Ellis’s strategies have not only solidified the NFL’s dominance but have also made it a more open, innovative, and culturally relevant institution.

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