.webp)
“Everything that we do, ideate around, and engineer is with the intent to engage fans, partners, and our community.” - Jen Kavanagh
In the world of sports, fandom is more than loyalty—it’s culture, content, and connection. As media consumption habits evolve, NFL teams are challenged to meet fans where they are, from TikTok to tailgates in Brazil. For the world champion Philadelphia Eagles, success isn’t just measured in wins—it’s measured in access, authenticity, and how the brand shows up in culture. In this episode, Jen Kavanagh shares how the Eagles are shaping the future of fan engagement and storytelling through a strategy rooted in trust, player empowerment, and emotional connection.
Jen Kavanagh is the Senior Vice President of Marketing & Media at the Philadelphia Eagles, where she oversees marketing, media, content, creative, analytics, and consumer engagement. Since joining the team in 2018, Jen has helped transform the Eagles’ fan strategy into a global, content-rich experience. Previously at NBCUniversal, she brings cross-industry insight and a deep understanding of digital storytelling to one of the NFL’s most storied franchises.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Winning Fuels Storytelling Power
Jen explains how the Eagles' on-field success has given the team the opportunity to focus less on transactional marketing like ticket sales and more on long-term storytelling and brand building. With sellout seasons and a fiercely loyal fan base, they’ve leaned into content development, multi-platform distribution, and emotional connection. This has allowed the Eagles to explore bolder narratives, highlight community impact, and showcase the team’s culture beyond the scoreboard. Winning may open the door, but investing in great storytelling keeps fans engaged beyond the game.
Athletes as Storytellers and Brand Builders
Today’s NFL players arrive ready to participate in their own brand narrative. Jen shares how Eagles players now engage with content teams from day one—asking how they can contribute, connect with fans, and be visible in meaningful ways. Players are no longer passive participants; they’re collaborators, often driving content that fans respond to most.Empower teams, employees, and talent to be co-creators of brand moments—their authenticity drives trust and reach.
Reimagining Game Day as a Cultural Event
Game day in Philadelphia isn’t just about football—it’s a city-wide celebration. Jen explains how everything from lighting and music to guest appearances by artists like Lil Uzi Vert and Meek Mill are carefully curated based on time of day and opponent. They’re crafting experiences that feel unique every time, amplifying emotion in key moments to influence fan energy and player performance. Every live experience is a chance to build brand memory—treat your activations like productions, not programs.
Globalizing the Brand with Local Flavor
With marketing rights across Brazil, Australia, Ghana, and New Zealand, the Eagles are building a global fan base without losing their Philly soul. Jen describes how watch parties and local activations in Brazil sparked passionate fan engagement—complete with soccer-style chants and cultural mashups. These efforts are about connection over promotion, ensuring new fans feel seen and represented. To grow globally, act locally—adapt your brand voice without compromising your values.
Brand Partnerships Are Now Purpose-Driven
Jen notes a clear evolution in what sponsors want from NFL partnerships. While traditional assets like stadium signage still hold value, there’s a growing focus on social impact and digital storytelling. She cites initiatives like supporting girls’ flag football and ensuring players have access to proper gear as examples of partner-aligned community efforts that go beyond branding. Today’s most valuable brand partners want to make a statement—integrate values into activations, not just logos.
