The NFL is always looking for ways to bring younger fans into the sport, but one reported strategy is already facing plenty of criticism.
A report from Front Office Sports (FOS) suggested that the league has been intentionally highlighting star quarterbacks and their high-profile partners as part of an effort to reach more Gen Z and female viewers.
The approach may have been designed to expand the NFL’s audience, but fans and analysts believe the strategy is missing the mark.
NFL’s Influencer Strategy Draws Backlash
During training camp and Preseason Week 1, social media feeds were filled with clips featuring high-profile NFL couples.
Justin Herbert and pop star Madison Beer, Joe Burrow and model Olivia Ponton, and Giants quarterback Jaxson Dart and influencer Marissa Ayers were among the couples receiving attention.
The increased focus on players’ personal lives left some fans wondering why official NFL content appeared to prioritize sideline moments and celebrity interactions over football-related content.
According to FOS, the strategy is part of the NFL’s “helmets-off” initiative, which highlights players’ lives off the field to attract younger audiences. While the approach could expand the league’s reach, critics argue it makes unfair assumptions about why women watch the sport.
NFL analyst Pete Blackburn joked about the apparent push, writing: “Honey, wake up, we’ve got industry plant WAGs.”
Honey wake up we’ve got industry plant WAGs https://t.co/ry1VceKE7t
— Pete Blackburn (@PeteBlackburn) August 17, 2026
Reb Masel took aim at what she saw as a disconnect between the league’s marketing decisions and its female audience: “The NFL getting rid of Pink October + “women can’t organically enjoy football unless women who are famous in Girly Stuff are in promo videos with our players” completely tracks as decisions A Lot Of Men In A Room with zero input from us would make lol, at least they’re consistent.”
Another fan argued that the approach itself comes across as dismissive of female football fans.
“God forbid a woman wants to watch football for the sport and not for the woman’s name attached to the player. Trying to profit off of NFL celeb wag culture because you think it “upscales” female viewership to the sport sounds pretty sexist, idc what anyone says.”
god forbid a woman wants to watch football for the sport and not for the woman’s name attached to the player. trying to profit off of nfl celeb wag culture because you think it “upscales” female viewership to the sport sounds pretty sexist, idc what anyone says. https://t.co/GFy5yh5FPT
— bria﹒ (@newyorkbrity) August 17, 2026
One fan suggested the NFL could take a different approach by giving women a larger role within football itself.
or the league could add more female commentators, referees, coaches and owners? and accept that women love the sport for the actual sport instead of leaning into this infantilizing, patronizing, slop marketing? just spit balling here! https://t.co/pueJrenGHD
— buckets (@badbuckets_) August 17, 2026
JaguarGator9 took a different angle, saying, “Deshaun Watson is literally a starting quarterback in your league.”
There is nothing inherently wrong with the NFL trying to make its players more relatable or using celebrities to expand its reach. The problem raised is that the NFL has assumed female fans need celebrity relationships to engage with football.
More football-focused coverage, authentic content, and greater opportunities for women in the sport could be a better approach.
The league’s influencer strategy may generate clicks and viral posts, but whether it actually brings in a different segment of loyal audience remains to be seen. For now, the backlash suggests the NFL may want to rethink how it tries to connect with the next generation.
