How NFL Players Build their Brands Online

Players like JuJu Smith-Schuster have used TikTok to showcase their personality, gaining millions of followers through dance trends and humorous content.

Similarly, New York Giants quarterback Russell Wilson uses his Instagram to share motivational messages, family life and partnerships with brands like Nike and Bose. Tom Brady has launched his own media company, 199 Productions and uses X and Instagram to promote it while engaging with fans and former teammates.

These platforms allow athletes to bypass traditional media and speak directly to their audience, giving them control over their image and messaging. As a result, players can cultivate a loyal fan base and monetize their personal brand both during and after their professional careers. A growing area of influence for NFL stars is the intersection of sports and the booming online gambling and sports betting industry. Online gambling platforms like Nyttcasino have emerged as popular destinations for fans looking to engage with their favorite sports in new and interactive ways. NFL players have increasingly become part of this trend, appearing in marketing campaigns and content collaborations with sportsbooks and online casino brands.

In 2023, the NFL Players Association (NFLPA) made headlines by partnering with BetMGM, allowing active players to participate in promotional campaigns for sports betting which is a significant shift in the league’s stance on gambling-related endorsements. Former stars such as Chris Johnson and Marshawn Lynch have endorsed various online casino and betting brands, normalizing these partnerships and helping to build trust among users.

Rob Gronkowski, for example, has featured prominently in FanDuel commercials that blend entertainment with betting, enhancing fan engagement while promoting responsible gambling. These collaborations enable players to reach broader audiences and align their brand with an industry that is rapidly growing and highly digital. As online gambling and sports betting platforms continue to expand their user base, NFL athletes are finding new opportunities to diversify their income, elevate their brand and shape the evolving relationship between professional sports and the online gambling ecosystem.

Personal Branding in the NFL

Social media has transformed the way NFL players engage with their audience. By sharing behind-the-scenes content, personal stories, and interactive posts, players humanize themselves and foster deeper connections with fans. This engagement often translates into increased marketability and endorsement opportunities. For instance, Patrick Mahomes, quarterback for the Kansas City Chiefs, has effectively utilized his social media presence to secure lucrative deals. According to Forbes, Mahomes ranks as the 18th highest-paid athlete globally, with significant earnings stemming from endorsements and business ventures. His collaborations include partnerships with brands like Adidas, State Farm, and Prime, the energy drink brand co-founded by Logan Paul and KSI. Saquon Barkley has used his digital platform to promote community involvement, including initiatives with Campbell’s Soup and Gillette, strengthening his image as both a player and a role model.

Players like George Kittle and Travis Kelce engage fans with humorous content and behind-the-scenes moments, making them approachable and marketable to a wide demographic. Kelce, in particular, has expanded his brand through partnerships with companies like Pfizer and Nike, while also using Instagram and X to comment on cultural moments, establishing himself as a prominent pop culture figure. These curated online presences have become an essential part of career management, often influencing sponsorship decisions as much as on-field performance.

Meanwhile, former Raiders defensive end Isaac Rochell has embraced social media during free agency by sharing candid insights about his personal life and career uncertainties. His authentic TikToks and collaborations with brands such as Walmart and Marriott showcase how athletes can diversify their income and maintain fan engagement even off the field. Additionally, as the online casino and sports betting industries grow rapidly, several NFL players have begun partnering with betting platforms and gaming companies. These collaborations often include educational content promoting responsible gambling, allowing players to engage with fans in a new, interactive way while opening fresh endorsement streams. Players such as Marshawn Lynch and Chris Johnson have appeared in campaigns for sportsbook brands, blending their athletic identities with the expanding digital betting landscape.

Juwan Johnson and his wife, Chanen, offer a unique perspective by sharing their life as an NFL couple. Their content combining humour, parenting, and faith-centered messages resonates deeply with fans and has led to partnerships with family-oriented brands and podcast features. Through consistent and genuine storytelling, they have built a loyal following that transcends football, highlighting the expanding influence of athletes who cultivate their personal brands with authenticity.

Cross-Industry Collaborations

NFL players' influence extends beyond sports and into industries like automotive, fashion, technology and entertainment. Athletes often partner with car manufacturers and dealerships, leveraging their popularity to promote automotive brands. For example, San Francisco 49ers quarterback Brock Purdy secured an endorsement deal with Toyota, highlighting the synergy between sports figures and the automotive technology sector. These collaborations are mutually beneficial: automotive companies gain access to the players' fan base, while athletes diversify their endorsement portfolios. Such partnerships exemplify how NFL players can effectively bridge their athletic careers with opportunities in other industries.

Another notable example is Dak Prescott, quarterback for the Dallas Cowboys, who has worked with luxury brands like Cadillac to market premium vehicles to a high-income demographic. Patrick Mahomes partnered with BMW to highlight the brand’s electric vehicle line, aligning with broader sustainability trends and appealing to environmentally conscious consumers. Defensive star Aaron Donald has collaborated with Ford, appearing in commercials that emphasize strength and durability. These are the qualities that mirror his reputation on the field. Even retired legends like Peyton Manning have remained active in the automotive space, with long-running partnerships such as his commercials for Buick and nationwide dealership campaigns. These examples demonstrate that NFL athletes are not just endorsers but influential brand ambassadors who help reshape automotive marketing strategies through personality-driven campaigns.

NFL players have also made significant strides in fashion and lifestyle industries. Odell Beckham Jr., known for his bold style, has collaborated with brands like Nike and DKNY, influencing fashion trends among younger demographics. Similarly, JuJu Smith-Schuster has partnered with streetwear brands and tech companies, blending his sports persona with urban culture and digital innovation. In technology, players such as Russell Wilson have invested in startups and promoted gadgets like smartwatches and audio devices. Entertainment is another key area, with Tom Brady launching his own media company, 199 Productions and engaging in content creation that bridges sports and pop culture.

In the health and wellness sector, players like J.J. Watt have endorsed fitness brands and health supplements, leveraging their athletic credibility to connect with consumers focused on performance and recovery. Social causes and community initiatives also attract collaborations, with stars like Saquon Barkley partnering with nonprofits and brands to promote social responsibility and youth empowerment. These diverse partnerships underscore how NFL athletes are evolving into multifaceted brand ambassadors, capable of influencing a broad spectrum of industries while extending their careers beyond the gridiron.

Final Thoughts

The integration of social media into the professional lives of NFL players has redefined athlete branding. By engaging with fans online, exploring partnerships in sectors like fashion, healthcare, sports betting, casinos, and automotive, and sharing personal narratives, players are crafting multifaceted identities that resonate beyond the football field.

As digital platforms continue to evolve, the potential for NFL athletes to expand their influence and brand presence remains boundless. Social media has also enabled lesser-known players to find niche audiences, such as punter Johnny Townsend, who uses platforms to share workouts, travel and training tips helping him remain relevant and visible. These trends indicate that athlete branding is no longer reserved for superstars alone; it’s an accessible and strategic tool for all players willing to invest in their digital presence.

By establishing a recognizable online presence, players open doors to break into diverse sectors. These industries value the unique combination of visibility, credibility and storytelling that athletes bring to their brands. Moreover, a well-curated digital image helps players connect authentically with fans and consumers, developing trust and loyalty that translates into lasting partnerships.