How Financial Brands Can Win Big During Football Season

There’s no place like the NFL. Football season is one of the most-watched and most-talked-about cultural moments in the U.S., setting viewership records every year. Last year’s Super Bowl broadcast set the all time telecast viewership record with 127 million viewers, and regular season games airing every weekend this fall also have received high traction. Last season, the NFL generated almost $7 billion in ad revenue, and this season is projected to shatter those records. With millions of fans tuning in weekly, football is prime time for financial brands to build visibility and engagement.

From traditional TV ads to in-stadium activations and partnerships, there’s a multitude of ways for brands to engage football fans and capitalize on this weekly cultural moment.

TV & Streaming Ads

Everyone’s familiar with the art of the Super Bowl ad, but regular season games also bring in huge, diverse, and often untapped audiences across demographics. There are 12–16 games airing each weekend, and financial brands can capitalize on commercial space during these televised events.

During the 2024–2025 season, SoFi emerged as an industry leader in NFL advertising. Their campaign featured Los Angeles Chargers quarterback Justin Herbert, who emphasized the importance of building financial security. The use of a prominent athlete and the clear messaging resonated with viewers, driving significant brand engagement.

Brands can engage in campaigns specialized for just one game, focusing on what makes the matchup unique. There’s a slew of opportunities ranging from a specialized spot during Sunday/Monday Night Football to a streaming-specific brand campaign that takes place during Amazon Prime’s Thursday Night Football. Some games are only broadcasted to specific regional audiences, which creates opportunities for location-specific advertising.

Social Media Campaigns

Sports are a uniquely live and social event. Fans live-tweet games, share highlights, and engage in real-time. Get in on this action by utilizing social media to launch a campaign.

To drive brand engagement, don’t be afraid to lean upon real-time reactive marketing, like memes or commentary when a big play or meme-able sports moment happens. Financial brands can use social media to create branded hashtags tied to team spirit. During the football season, fans often value the advice of athletes, so financial wellness brands with athletes to produce short-form content and share personal finance tips.

In-Stadium Activations

Sporting events don’t just live on our screens; millions of fans flock to stadiums around the country to watch games play out live. On-the-ground fans are deeply engaged and primed for brand interaction.

Opportunities for brand engagement in stadiums can be found everywhere, from the seats themselves to the food that fans eat. Financial brands can create VIP lounges or even “financial wellness zones” to drive brand awareness. Brands could also sponsor unique, stadium-specific food options or discounted menu items. And by sponsoring a scoreboard or jumbotron, financial brands can get eyes on their company name when fans are at their most attentive.

Sponsorships and Partnerships

Through sponsorships, financial brands can achieve long-term visibility and brand recognition tied to trusted teams and players.

Many financial brands have already partnered with NFL teams and have seen an impact. Credit One Bank is the official credit card partner of the Las Vegas Raiders, and SoFi has the naming rights for the Rams/Chargers stadium in Los Angeles. The association of a brand to a team results in continual brand exposure that outlasts just one season or game. Take this strategy a step further and reach out to collegiate football teams about sponsorship opportunities, or maybe consider buying naming rights for pre/post-game shows that see high viewership.

Financial brands that creatively meet fans where they are, whether on TV, social, in the stadium, or in the community, can score big in awareness and loyalty.