The National Football League

An Anniversary Strategy Makes Victory Inevitable

The National Football League (NFL) knew it needed a partner it could trust to ensure the celebration of its 100th season would be rooted in a sound strategy and strike the right tone with various audiences. Like many organizations, the NFL was not short on potential ideas, but it lacked a clear vision, strategy and narrative for corporate anniversaries—to help craft a strategy for its centennial.

History Factory met with more than a dozen senior leaders across the organization, as well as individual team representatives and the Pro Football Hall of Fame, to build a unified vision and identify opportunities to engage audiences in a meaningful way. Our Clear Line of Sight™ methodology helped the NFL clearly articulate its centennial vision, including objectives, audiences and measures of success. This clear vision gave the NFL and its partners strategic direction for building and executing various aspects of the centennial. Equally important was establishing a point of view on telling the NFL’s story. With input from the NFL, we developed a strategy for storytelling that gave focus and consistency to how the NFL tells the story of its past, present and future. 

Armed with these tools for a historic centennial celebration, the NFL has been able to develop program and activation ideas that will enable the League to engage key audiences, tell a consistent story and achieve its objectives.