The NFL’s Marissa Solis on the Taylor Swift effect, expanding globally, and the powerful messaging coming for the Super Bowl.
Episode Transcript
Please note, this transcript may contain minor inconsistencies compared to the episode audio.
Damian Fowler: (00:01)
I'm Damian Fowler.
Ilyse Liffreing: (00:02)
And I'm Ilyse Liffreing. And
Damian Fowler: (00:03)
Welcome to this edition of The Current podcast.
Ilyse Liffreing: (00:10)
This week we're delighted to talk with Marissa Solis, the SVP of Global and Consumer Marketing for the NFL
Damian Fowler: (00:17)
In 2021, the NFL recruited Marissa after almost two decades As a marketing leader with PepsiCo, it was an opportunity to influence the league's almost 400 million sports fans around the world.
Marissa Solis: (00:32)
It's an incredible feeling when the NFL calls and especially with an opportunity to influence the messaging and the marketing of such an incredible platform with so much potential. You know, it's something, an opportunity I can pass up.
Damian Fowler: (00:45)
I mean, there's no doubt about it that the NFL is one of the most dominant cultural forces in the world. So let's start right there. And we obviously have to start with the NFL's, which recent pop culture boost from Taylor Swift and Travis Kelsey, which is must be a consumer marketer's dream in a way. Could you talk to us about that moment and the opportunity for you as a marketer?
Marissa Solis: (01:05)
It means a lot when things like this happen and it goes so viral, it just goes to show that the NFL is at the peak of, you know, entertainment. I have to tell you, none of us knew this was not planned. This was not anything that was orchestrated. We had sort of heard the rumors about Travis, you know, going to her concert and then inviting her to the game. But we really didn't know. We didn't know she was gonna show up at the game. And so when it all happened, I mean the power of social media, right within 10 seconds this thing went viral. And for us, you know, we have a social media and influencer arm within the league that are ready at the go when anything happens. So we were able to capitalize and have some fun with the fans. Uh, we created some 1 0 1 football videos for Swifties that had never seen the game before on how you play. But think about all of the NFL fans that don't know who Taylor Swift is. So we also were able to do a little bit of education to some of our NFL fans about who she is. So it's actually been a cultural education for a lot of people and we've had a lot of fun with it. Yeah,
Ilyse Liffreing: (02:10)
Thank you for clearing that up because I think a lot of rumors circulating was like, oh, the NF L's behind it, they know this happened. Had no idea they a plan
Marissa Solis: (02:17)
Idea. No idea. But I, I think, you know, it's a really good lesson for marketers. Mm-hmm. Culture happens at the speed of light and you just have to be ready. You know, we like to say or think we create culture, but culture is organic and embedded culture just happens and we just happen to be ready at the moment, right? Yeah.
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