On the latest episode of The Sports Marketeer podcast we took a deep dive into the Super Bowl, through the lens of marketing, content and culture.
I got together with two insightful guests to explore the cultural spectacle.
James Hamlin, is a UK Director at the digital marketing agency ADD3 and a veteran NFL fan.
James has followed 39 Super Bowls and has been heavily involved in the UK NFL fan scene for many years. On the modern resurgence of the league, he says: “It just ticks so many boxes. Internet, fan culture, fantasy football, pop culture, Taylor Swift…”
Also joining us is Martin del Palacio, a TV presenter, journalist, and Head of Content for Mundo NFL, the official Spanish channel of the NFL. Martin recently returned from New Orleans and shared his insights on the experience of working across the week and covering his fifth Super Bowl on the ground.
The NFL playbook for targeting Gen Z fans
Dear readers. It’s great to be back after a little hiatus. Thanks to all of you who have shared and recommended this newsletter. We’ve added 35 new subscribers since the start of year.
“New Orleans is a fun city in general. It was a great experience even though the game was not what we expected. The week was incredibly well planned and we were able to publish multiple content pieces across each day.”
We also explored their thoughts on Kendrick Lamar's much talked about and dissected halftime show.
James found it “an interesting decision” and noted, “In a vacuum sitting there watching it for the 13 minutes, I enjoyed it.” Martin, however, had a different take: “I thought it was absolutely terrible. The worst I've seen in a Super Bowl halftime show.”
Following Lamar’s artistic performance (which I loved), will the NFL move away from hip hop next year and bring in a country artist, pop singer or someone who ‘bridges genres’ such as Post Malone?
Additionally, we discuss the growth of the NFL across the globe.
With international games announced in new territories including Spain, Ireland and Australia, America’s most watched sport is ready to truly go global.
Martin highlighted its increasing popularity: “In Spain, we had 8000 new followers in Super Bowl week for Instagram... That talks to you about how important it's become.” James added he expects to see a long mooted UK NFL franchise soon: “I think the question probably is do we see Super Bowl first or franchise first? I would say franchise first and I would say that will be within 15 years..”
It was great to talk Super Bowl with two opinionated and knowledgable guests. Let me know what you think of the episode in the comments section below.
Some big announcements
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On the podium
The Sports Marketeer podcast recently secured the bronze medal in the fiercely competitive Sports Business category at the Sports Podcast Awards 2025!
A massive thank you to everyone who voted for me – your support means a lot! 🙏
I’ve got some great guests lined up this year so stay tuned.
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