via ESPN/Disney+
The NFL is one of the most popular sports in the world right now. The ratings dwarf every other sporting event. However, the NFL knows that it needs to reach a new generation of fans. Too many companies have gone under because they had a good thing going but did not innovate for the future. The NFL is trying to reach a new generation through an unlikely medium, cartoons.
The NFL Reaching A New Generation
They already did it with the millennial generation. With the rise of social media platforms, teams realized they needed to begin to become more active in the social media sphere. Look at the recent creativity of the schedule release. A nothing event has become a time for social media teams to flex their muscles. Teams are able to poke fun at other teams and create viral moments that transcend the sport. This worked really well and social media accounts for teams and the NFL have risen exponentially. They have gotten even more creative for the younger generation.
Nickelodeon Broadcasts: NFL For A New Generation
You’ve probably already heard about the Nickelodeon broadcasts. The first was a Wild Card game between the Bears and Saints in 2021. The broadcast featured a Spongebob graphic in between the goalposts when a field goal was being kicked, Patrick Starr roasting NFL players, and augmented reality slime cannons that would go off when a team scored a touchdown. But it was so much more.
Madden 21 saw “The Yard” mode get Spongebob elements. The SpongeBob SportsPants Countdown Special was a sports-themed Spongebob clip show that was hosted by Nate Burleson. Nickelodeon, in partnership with the NFL, launched a website that featured free-to-play games and risk-free sports betting. To entice fans even more, the trailer for Kamp Koral: SpongeBob’s Under Years was aired at halftime.
Future Seasons & 2023
The next seasons saw more of the same. More Nickelodeon staples like Rugrats and Teenage Mutant Ninja Turtles got Madden content and The Loud House ran sports specials leading up to the game. This season will see two Nickelodeon broadcasts. One will happen on Christmas Day and the other will be historic. Nickelodeon will have an alternate broadcast of the Super Bowl this year marking the first time an alternate broadcast will be aired.
Disney Getting In On The Action
It was announced yesterday that Disney+ and ESPN+ will air a Toy Story-themed simulcast of an NFL game. The October 1 game between the Jacksonville Jaguars and Atlanta Falcons, which is in London, will be broadcast from Andy’s Room. Titled Toy Story Funday Football, this will be a fully animated version of the game. Deadline explains it like this,
Using the NFL’s Next Gen Stats and on-field tracking data, every player and play will be presented in “Andy’s Room,” the familiar, brightly colored setting for the Toy Story franchise. The action will be virtually simultaneous with the main game telecast, with most plays recreated after an expected delay in the neighborhood of about 30 seconds. Woody, Buzz Lightyear and many other characters will be visible throughout, and a press release notes they will be “participating from the sidelines and in other non-gameplay elements.” Along with game action, the announcers, graphics, scoreboard, referees’ penalty announcements, celebrations and other parts of the experience will all be rendered in a Toy Story-centric fashion.
On top of that, Duke Caboom will be attempting a jump during the halftime show. This is a new and innovative idea that I’m sure will be very popular.
The Popularity Of Toy Story
One of my previous jobs was working as a cast member at the Disney Store. Even though Toy Story was released in 1995, it is still king. Since 1995, the number one selling toy every holiday season is Buzz Lightyear. It beats out any princess that the company puts out by a mile. These characters are some of the most beloved by kids and their parents alike. The melding of these two things should bring in viewers who normally wouldn’t watch a game. Depending on how this broadcast goes, we could see other Disney properties coming soon. The NBA and Marvel have had talks about an alternate broadcast and I expect that leagues will continue to work with entertainment companies to make different broadcasts.
Alternate Broadcasts Are The Wave Of The Future
Outside of these more kid-centric alternate broadcasts, the NFL is trying to reach a new generation with more adult-focused ones. Peyton Manning and Eli Manning just started their third season of their alternate broadcast. Their reactions and special guests have been wildly popular. Will other former players try and partner with the NFL for alternate broadcasts? It seems likely. Who wouldn’t want to hear what Marshawn Lynch has to say during a game? The more offerings the better to be honest. It allows people to choose how they will consume the sport.
I applauded the NFL for trying to reach a new generation. They aren’t sitting on their hands hoping that things continue to go well. They are guaranteeing that the sport will have fans for generations to come.
