How the NFL and 72andSunny Use Super Bowl Tentpoles to Drive Audience Growth

The NFL and creative agency 72andSunny unveiled at the Cannes Lions festival how the league’s marquee events—particularly the Super Bowl—are expanding their audience reach beyond traditional sports fans, according to a report from Adweek.

The partnership, highlighted during a session at Cannes Lions 2026, revealed data showing how the NFL’s tentpole events attract viewers who would not typically engage with sports content. The focus centered on the Super Bowl’s ability to draw diverse demographics, including younger viewers and non-sports enthusiasts, through innovative content strategies.

How the NFL is using the Super Bowl to reach new audiences
The NFL’s collaboration with 72andSunny centers on leveraging the Super Bowl’s cultural significance to create content that resonates with broader audiences. According to Adweek, the agency’s research found that the Super Bowl now reaches viewers who are not primarily sports fans, with a 20% increase in engagement from non-traditional demographics compared to previous years.

The strategy involves integrating storytelling elements that appeal to younger viewers, such as interactive digital experiences and social media campaigns. The NFL has also expanded its partnerships with non-sports brands, ensuring that the event’s cultural impact extends beyond the field.

Why this matters for the NFL’s future
The NFL’s push to diversify its audience aligns with broader trends in sports media, where leagues are increasingly focusing on content that transcends traditional fan bases. According to a 2025 report from Nielsen Sports, the Super Bowl’s viewership has grown by 12% among viewers aged 18–34 over the past five years, a demographic critical for long-term engagement.

This shift is not just about viewership numbers; it’s about redefining how sports content is consumed. The NFL’s approach—backed by data from 72andSunny—suggests that the league is prioritizing cultural relevance over purely athletic performance. By creating content that appeals to a wider audience, the NFL is positioning itself to remain a dominant force in entertainment, not just sports.

What comes next for the NFL and 72andSunny
While the details of future collaborations between the NFL and 72andSunny have not been disclosed, industry analysts suggest that the partnership will continue to focus on digital innovation. The NFL has already signaled plans to expand its use of virtual reality and augmented reality during live events, further blurring the line between sports and entertainment.

The league’s ability to adapt to changing viewer habits will be critical. As streaming services and social media platforms continue to reshape media consumption, the NFL’s strategy of blending sports with broader cultural narratives could set a new standard for how major events engage audiences.

Key takeaways from the Cannes Lions presentation

• The Super Bowl’s audience has grown by 20% among non-traditional viewers, according to 72andSunny’s research.
• The NFL is integrating digital and social media strategies to attract younger audiences.
• Partnerships with non-sports brands are expanding the event’s cultural impact.
• The league’s focus on content innovation aligns with broader trends in sports media consumption.

The NFL’s collaboration with 72andSunny at Cannes Lions underscores a broader industry shift toward creating sports content that transcends traditional boundaries. As the league continues to refine its approach, its ability to balance athletic excellence with cultural relevance will determine its long-term success in an evolving media landscape.