How the NFL Woos Female Fans

Readers of Marie Claire found an extra 16 pages in their September issue this year courtesy of the NFL. The insert, titled “The Savvy Girl’s Guide to Football,” came sandwiched between a Q&A with pop singer Natalia Kills and an ode to the leopard print. Along with five full-page ads for apparel from the NFL’s women’s collection, it included party hosting advice (oven-roasted kale as a chili topping), $685 high-tops to pair with a Tom Brady jersey, and a primer on football terminology (“Wide receiver: Catches the ball thrown by the quarterback”).

The insert, produced by Marie Claire’s editorial staff, is part of the NFL’s ongoing effort to expand its marketing to female fans. “About four years ago, there was a push, recognizing how many women fans we have, that we need to speak to them,” says Jaime Weston, the league’s vice president for brand and creative. “And while they follow the game like every other fan, like our male fans, they do want to be spoken to in a little bit different way.”