NFL CMO Dawn Hudson's job "hasn't gotten any easier" in the three years she has been in the position, and while the league "remains a TV ratings behemoth and the nation's most popular spectator sport ... plenty of threats loom," according to E.J. Schultz of AD AGE. There is "rising competition from sports like soccer and signs that fewer kids are playing football as concerns grow about concussion risks." Meanwhile, the NFL is "trying to put its best foot forward with a new campaign called 'Random Acts of Kickoff' that seeks to build hype in advance of the Sept. 7 season opener." The campaign, which was handled in-house, "includes a series of fan experiences created by all 32 teams, such as surprise player and celebrity appearances, ticket giveaways and events in support of community organizations." Hudson said, "We've tried to listen to the fans. ... They don't mind commercials, but where those commercials happen can be better." She added the league has "panels of fans we speak to regularly and we have large enough samples so we get the different age groups and the different life stages of fans." Hudson: "We started more sessions with our players that we are looking on building, too." On whether declining youth participation numbers could eventually affect the NFL's bottom line, Hudson said, "The ability to participate in a sport is one way you become a fan. ... A small percentage of my fans are actually going to be created by playing the sport. So while I want as many people as possible to be able to play, even if it's just in their backyard on Thanksgiving, I've got to make sure I'm reaching people with knowledge about the sport beyond just playing" (ADAGE.com, 8/23).
