Inspiration Stage • POSSIBLE 2025
Teaming Up as a Force for Good
Tim Ellis, CMO, National Football League (NFL)
Artis Stevens, President & CEO, Big Brothers Big Sisters of America
Ray Davis, Football Running Back, Buffalo Bills
At the intersection of brand strategy and social impact, the NFL and Big Brothers Big Sisters of America (BBBS) showcased a standout example of what happens when partnership becomes a platform for purpose.
NFL CMO, Tim Ellis, opened with a challenge to marketers: think bigger than business. For the league, that meant putting its massive cultural footprint behind a cause that’s personal—mentorship. By taking the “helmets off,” the NFL has reintroduced players as human beings, not just elite athletes. That move has helped unlock new audiences, emotional engagement, and lasting trust.
Artis Stevens, President & CEO of BBBS, explained how the two organizations moved beyond traditional sponsorship into authentic collaboration—launching initiatives like The Big Draft, placing mentorship at the center of the NFL calendar, and spotlighting stories that spark real change.
The most powerful moment of the session came from Ray Davis, a former “Little” in the BBBS program who overcame homelessness and the foster care system to reach the NFL. His story—a testament to the power of one mentor—moved the room and underscored the session’s message: impact is personal.
The results are as compelling as the stories:
- A 433% spike in mentorship signups following a single Super Bowl ad
- A record-breaking surge in male volunteer engagement
- A measurable lift in NFL brand perception, particularly among casual fans and women
This wasn’t just a session. It was a playbook for how brands can lead with values, scale with storytelling, and win by doing good.
Top 5 Takeaways for Marketers:
#1
Human Storytelling Builds Fandom
By spotlighting players as people first, the NFL’s “Helmets Off” strategy creates emotional entry points for new and casual fans. These human stories transcend sport, connecting on values like resilience, empathy, and purpose—deepening brand loyalty in the process.
#2
Partnerships Should Be Mutually Transformative
The NFL and BBBS moved beyond transactional sponsorship to a shared mission, co-creating programs that benefit communities and elevate both brands. When partnerships are rooted in authenticity and co-ownership, the value multiplies—for fans, for customers, and for culture.
#3
Purpose Fuels Participation
Impact-driven messaging isn’t just heartwarming—it’s action-driving. The Big Draft campaign proved that when purpose is tied to cultural moments, audiences respond with real-world engagement: 15,000 new mentors raised their hands in one season.
#4
Inclusion Is a Growth Engine
Targeted efforts toward Gen Z, women, and Latino audiences have helped the NFL reach its highest fandom levels in history. By embracing diverse stories and voices, the league has redefined its brand as more accessible, relevant, and reflective of modern America.
#5
Impact Is a Brand Differentiator
In a hyper-competitive media landscape, doing good isn’t a side hustle—it’s a strategic lever. The NFL’s work with BBBS enhances not only perception but also performance, proving that leading with values builds both trust and long-term brand equity.
2025 Speaker Highlight
Tim Ellis
Artis Stevens
