Sign in Subscribe
Sports associations

The NFL's AI-Generated Ad Debacle: A Major Misstep in Fan Engagement

Strategic Insights

— 1 min read

Fans of the National Football League (NFL) watching the season opener between the Dallas Cowboys and Philadelphia Eagles on Sept. 4 were met with a giant AI-generated baby staring back at them during a commercial break. The ad, "Ride the Float," was the first of the NFL's 2025 season kickoff campaign, titled "You Better Believe It." However, everything about the ad feels kind of... off, from the faceless humanoids in crowds to the obviously AI-generated baby in full Las Vegas Raiders gear. According to the NFL's Chief Marketing Officer, Tim Ellis, the ad was meant to give the league's creative team "freedom to experiment" with generative AI and computer-generated imagery. However, fans' opinions of the ad were dismal, with many viewing it as a cost-cutting measure rather than a genuine attempt at innovation.

Key Takeaways:

  • The NFL's use of AI-generated ads in their 2025 season kickoff campaign, "You Better Believe It," was met with overwhelmingly negative responses from fans.
  • The ad, "Ride the Float," features faceless humanoids in crowds and an obviously AI-generated baby in full Las Vegas Raiders gear.
  • According to the NFL's Chief Marketing Officer, Tim Ellis, the ad was meant to give the league's creative team "freedom to experiment" with generative AI and computer-generated imagery.
  • The NFL's prioritization of monetization over fan experience is evident in the introduction of ads to NFL RedZone, a beloved Sunday tradition for football fans.
  • Fans are feeling out of touch with the NFL, citing the ad as a major misstep in fan engagement.
  • The NFL's definition of "aura" in their campaign's press release is lacking, demonstrating a lack of understanding of popular culture.

Statistics:

  • The average worth of one of the NFL's teams is $7.1 billion USD (USA Today, 2022)
  • The cost of NFL RedZone, which now includes ads, is $14.99 USD a month for subscribers (NFL.com)
  • The number of fans negatively responding to the NFL's AI-generated ads is not provided, but the tone of the article suggests widespread dissatisfaction

Sources:

  • NFL's 2025 season kickoff campaign press release (no date listed)
  • Tim Ellis, NFL's Chief Marketing Officer (no date listed)
  • Scott Hanson, host of NFL RedZone (no date listed)
  • USA Today, "NFL Team Values 2022" article (August 2022)

Read more