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NFL — 2025-26 Season Partnership Overview
Media Value
$4.2M
+18% vs. prior
Total Reach
128M
+23% vs. prior
Engagements
2.1M
+31% vs. prior
Attention Score
80
Strong · Top 15%
Attention Score Breakdown
Value by Asset Type
Value Accumulation — 2025-26 Season
Audience Intelligence
Week 14 — Sunday Night Football Halftime Activation
SNF Halftime Fan Zone Experience — Eagles vs. Cowboys
Experiential activation · Lincoln Financial Field · 3 social posts, 1 broadcast segment, 847 UGC captures
Sentiment
86%
Positive
Conversations
3.2K
In 48hrs
Consensus
High
Strong alignment
Themes
6
Identified
Conversation Ontology
Conversation Themes — This Activation
Analysis: The interactive fan zone during halftime generated the highest-sentiment cluster of any single activation element this season. Fans described the experience as "immersive" and "not just another sponsor tent." The VR field goal challenge drove 68% of all UGC from this theme — fans filmed each other attempting kicks and tagged the brand organically.
847
UGC captures
68%
From VR challenge
4.2min
Avg dwell time
Sample Comments
That halftime activation was INSANE 🔥🔥🔥 best sponsor experience I've ever had at the Linc. More of this please 🙏
POV: you walk into the fan zone and your whole Sunday changes 😂🏈✨ (link in bio for the full walkthrough)
Analysis: Parents were a surprise amplifier for this activation. The kids' zone within the fan experience drove strong organic sharing — parents posting photos and tagging both the brand and the NFL. Sentiment in this theme is the highest of any cluster at 96% positive, with zero negative mentions. The parent demographic (28-45) accounted for 41% of all shares despite being only 22% of attendees.
96%
Positive
41%
Parent share rate
0
Negative mentions
Sample Comments
Brought the whole family to the fan zone and the kids LOVED it 😤🍔 This is how you do a partnership right 💯
My 6yo said this was "the best day ever" and honestly same 😭❤️ Thank you for making it about the fans, not just the ads 🙌
Analysis: Fans actively created and shared content from this activation without prompting. The branded photo booth and AR experience were the most-shared elements — 73% of UGC included the brand hashtag organically. Content originating on TikTok spread to X and Instagram within 90 minutes on average, suggesting the activation hit the "show your friends" threshold that drives cross-platform virality.
73%
Organic hashtag usage
90min
Cross-platform spread
3.1x
vs. avg activation UGC
Sample Comments
The way they've integrated into the NFL experience without feeling forced is actually impressive 👏 Other sponsors take notes — THIS is authentic 📝
ok but the AR thing at the fan zone is actually fire 🔥 made my whole TikTok about it lol they didn't even ask me to 😂
Analysis: The branded food experience within the fan zone was a secondary but meaningful conversation driver. Fans mentioned free samples, specialty items, and the overall hospitality. The 16% non-positive sentiment clustered around wait times during peak halftime traffic — an operational issue, not a brand perception issue. Fans who mentioned food were 2.8x more likely to also mention the brand positively in a separate post later.
2.8x
Follow-up mention lift
16%
Wait time complaints
340
Organic mentions
Sample Comments
Free food AND a VR field goal challenge?? This brand gets it 🙌🍔 Take my money honestly
Analysis: The Eagles-Cowboys rivalry context amplified everything. Fans referenced the activation as part of the rivalry experience — "even the halftime was a W for Philly." The brand benefited from being associated with a high-emotion, high-stakes matchup. However, 21% of mentions in this theme came from Cowboys fans with negative sentiment directed at the Eagles context, not the brand — rivalry spillover that inflates negative numbers artificially.
1.9x
Rivalry engagement lift
21%
Rivalry spillover noise
91%
Brand-specific positive
Sample Comments
Beat Dallas AND had the best halftime experience of the season? Sunday was a 10/10 no notes 🦅💚
Hate to admit it but Philly's halftime setup was legit 😤 Dallas needs to step it up next home game fr
Analysis: A smaller but strategically important theme. Fans explicitly commented on whether the brand "belongs" in the NFL context. At 81% positive, the activation reinforced authenticity — fans noted the experience "didn't feel like a sponsor, it felt like part of the game." The 19% negative segment used language like "another brand trying to be cool" — but this is down from 28% negative on the Week 6 activation, suggesting repeated exposure is building acceptance.
81%
"Belongs here"
+9pts
vs. Week 6 activation
210
Explicit fit mentions
Sample Comments
This brand is genuinely making the gameday experience better. The youth camps and fan zones are bringing in a whole new generation of fans 🙌 W partnership
Theme Ontology — This Activation
Sponsor Benchmarks
Your performance vs. NFL league averages
Performance vs. League Average
Sponsor Category Ranking
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How is our NFL partnership performing compared to last season?
Your NFL partnership is outperforming last season across all key metrics:
The biggest driver is social engagement, up 31% — largely from game-day activations that generated 12.4K organic conversations. Your Attention Score of 80 places you in the top 15% of all NFL sponsors this season.
What content is driving the most earned attention this season?
Your top-performing assets by earned attention this season:
Your lowest-performing assets are pre-game broadcast segments and standard social posts:
The pattern is clear: experiential and organic-feeling content outperforms produced media by 2.3x on earned attention. Fans engage when the brand adds to the experience, not when it interrupts it.
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Executive Report
Auto-generated intelligence brief — NFL 2025-26 Season
NFL Partnership Intelligence Brief
Season 2025-26 · Generated Aug 9, 2026
Executive Summary
The partnership delivered $4.2M in media value, exceeding the league average by 23%. The Attention Score of 80 ranks in the top 15% of all NFL sponsors. Social activations were the primary value driver, with game-day content generating 2.1M engagements and overwhelmingly positive sentiment (72%).
$4.2M
Media Value
128M
Reach
80
Attention
72%
Sentiment
Recommendations
Increase social-first activations — returning 2.3x their investment weight
Shift from produced spots to organic content — branded graphic posts scoring 38 Attention vs. 92 for experiential
Extend experiential programs — community perception is a top-3 conversation theme
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