Amazon Prime Video
Amazon Prime Video is already hosting Thursday Night Football this year and giving this list yet another Kelce family entry with the Jason Kelce documentary released earlier this week.
But for Week 2’s installment of TNF, it wants to focus on the 46% of consumers who told Nielsen last year that they were stressed out by streaming, the 72% who told Bango Survey that streaming paralyzed them with choice, and the 20% who went back to Nielsen this year and said they just stopped a streaming session altogether rather than doomscrolling the endless selections.
Cognizant of the fact that its own offerings—originals, movies, subscription add-ons, new releases—are A Lot, Amazon Prime enters Week 2 with a new campaign positing a simple solution: Cut the other cord-cutting options. With a broadcast TV spot, billboards, a takeover in Times Square, digital, social and other placements, Amazon Prime wants fans to make it a “one-stop entertainment destination.”
With streaming options multiplying and subscription fees at established streamers rising, Amazon Prime is using its NFL partnership to take a risk and make a big play for subscribers. Only fans know if it’s the right call.
Captain Morgan
Yes, Diageo is the parent company of Captain Morgan as well, and this is its third year as the official spiced rum of the NFL. But sponsorships can be complicated, as evidenced by Captain Morgan’s campaign for the 2023 season.
The brand recruited rapper Aminé to guide viewers through an ad featuring pop star Bebe Rexha and Super Bowl champion Victor Cruz. In a spot that debuts Sept. 24, the trio point out QR code clues for drinking-age fans to follow during the brand’s Follow the Captain contest that offers signed jerseys, branded coolers and even Super Bowl tickets.
The contest also offers Dallas Cowboys fans a chance to attend the Ultimate Away Game at AT&T Stadium in Arlington Texas on Sept. 24 where they’ll attend festivities on the stadium video screen hosted by rapper and chef Action Bronson. Later in the season, fans will also get a chance to attend a house party hosted by Cruz featuring a performance by Aminé.
