1. NFL SOCIAL MEDIA
2018-2019 OVERVIEW

2. + YouTube

4. 4
NFL SOCIAL | TOTAL AUDIENCE
4
24m
12m
17m
CLUBS
PLAYERS
33m
91m
55m
53M 179M 373M
164m
63m
146m

5. 5
• Create an always-on League-wide network of
skilled content producers to capture content for
League, Clubs and Players
• Capture best-in-class photo and video content
from every game and distribute in real-time across
League, Club and Player social media channels
• Broaden distribution of original, custom content for
NFL ecosystem around game day and NFL
initiatives
• Develop an accessible archive of top LCC content
to be utilized across the NFL
• Continue to develop our partnerships with
Samsung and AP, and foster new partnerships with
external partners
LCC PROGRAM | OVERVIEW
Following what will be one of
the most memorable
moments in NFL history, an
LCC was able to capture a
Stefon Diggs selfie video
and deliver to the NFL social
team in real time.
LEAGUE CLUB PLAYER
The Dallas-based LCC
captured Green Bay’s
bobsled TD celebration.
The video was shared in
real-time with the Packers
and outperformed the
broadcast highlight on their
channels.
An LCC captured a post-
game jersey swap photo of
Leonard Fournette with
fellow LSU alum Tyrann
Mathieu. We were able to
share with Fournette through
the Player Social program
and the post over-
performed on his
channels.

6. 6
PLAYER SOCIAL | ENGAGEMENT
PLAYER
INTERACTION RATE
OVERPERFORMED
13.5X 10.4X
33%1.5%
TOTAL
INTERACTIONS3.3K 48.7K
LEAGUE PLAYER
INTERACTION RATE
OVERPERFORMED
41X 12.4X
191.96%0.24%
TOTAL
INTERACTIONS58.2K 54K
LEAGUE
NFL Players engage at a higher rate than both NFL
and Club accounts.
Average interaction rate by platform:
*Crowdtangle (8/15/18 - 10/10/18)
Clubs
1.3%
2.1%
5.1%
League
Players
0.03%
0.08%
0.45%
0.01%
0.06%
1.58%

7. PLAYER SOCIAL | PROGRAM DEVELOPMENT
7
9.3%
457 ACTIVE PLAYERS
ACROSS 32 CLUBS
11.6%1.1%
Entering
Year 3
Growth
Player Audience
28% OF THE TOTAL PLAYER
SOCIAL MEDIA AUDIENCE
(APPROX. 105M OUT OF 373M FOLLOWERS)
22.9% 20.4%2.7%
*Crowdtangle (8/15/17 - 2/5/18)
League Average
Player Social Media Initiative
16,000 PIECES OF CONTENT SENT

8. Utilize the NFL Social Lab to create customized content for and about NFL Players.
LCCs capture original content of players during game day, with access to the sidelines and field post-game.
PLAYER SOCIAL | CONTENT OFFERING
8

9. 9
With a focus on rising stars and players dedicated
to social media, the Player Content Correspondent
(PCC) program works with players to create original,
game day centric content for their social accounts.
The Player Social team works closely with each PCC to
identify content opportunities — content highlights
their game day experience with both their helmets
on and off. In addition, PCCs have access to a
dedicated Live Content Correspondent to help create
original content throughout the season.
CONTENT EVOLUTION | PLAYER CORRESPONDENTS
DEANDRE
HOPKINS
JARVIS
LANDRY
PATRICK
MAHOMES
TODD
GURLEY

10. 10
CONTENT EVOLUTION | PLAYER CORRESPONDENTS
KEVIN BYARDTODD GURLEY JARVIS LANDRY
VIDEO VIEWSENGAGEMENTS VIDEO VIEWSENGAGEMENTS VIDEO VIEWSENGAGEMENTS
6K 101K 173K 719K67K 218K
7.0X OVERPERFORMANCE 1.5X OVERPERFORMANCE 9X OVERPERFORMANCE
2.0X OVERPERFORMANCE MOST ENGAGED VIDEO OF ALL TIME2ND MOST VIEWED VIDEO OF 2018

11. 11
@NFL SOCIAL | OVERVIEW
The primary goal of NFL Social is to engage
our audience with social-first, behind-the-
scenes content and game action they
cannot get anywhere else.
NFL Social — @NFL, @NFLNetwork,
Social Lab, Snapchat Discover, Player
Social Media Initiative, The Checkdown,
The Throwback, and Live Content
Correspondents Program — content is
created to reach the current and future
generation of NFL fans on their timeline...
regardless of the platform.
Our social programming and content
strategies aim to engage with League, Club
and Player audiences to reach the full
potential of the NFL social ecosystem.
11
SOCIAL LAB LCC CONTENT HIGHLIGHTS

12. ō
SOCIAL LAB | TOP CONTENT
12
- 2nd highest performing post on
Instagram during Week 1 (including
highlights)
- 2nd highest performing post on
Twitter during Week 1 (including
highlights)
WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5
- 7th highest performing post on
Instagram during Week 2 (including
highlights)
- 4th highest performing post on
Twitter during Week 2 (including
highlights)
- Highest performing post on Instagram
during Week 3 (including highlights)
- 2nd highest performing post on Twitter
during Week 3 (including highlights)
- 5th highest performing post on
Instagram during Week 4 (including
highlights)
- 4th highest performing post on Twitter
during Week 4 (including highlights)
- Highest performing post on
Instagram during Week 5 (including
highlights)
- Highest performing post on Twitter
during Week 5 (including highlights)

13. 13
THE CHECKDOWN | OVERVIEW
The Checkdown, launched in Fall 2017, is the NFL’s social and digital destination dedicated
to highlighting and celebrating the best of football and its surrounding culture.
The Checkdown gives a new voice to all football-related news not traditionally found on NFL
Social and NFL.com, with a focus in three key areas:
• Utilization of owned assets including broadcast rights, NFL Network, and NFL Clubs
• Best-in-class curation of football-related news including relevant conversations around
owned assets, NFL players, college, high school and youth football
• Creation of original content devoted to storytelling and showcasing NFL Players with
their helmets off
IMPRESSIONS ACROSS
SOCIAL PLATFORMS
1.54B
VIDEO VIEWS SINCE
LAUNCH
682M
OF AUDIENCE AGE
13-34
83%
*Facebook, Twitter and Instagram Analytics (9/15/17 - 10/10/18)

15. 15
THE THROWBACK | OVERVIEW
NFL Throwback, launched in September 2018, is the NFL’s cross-platform (YouTube,
Facebook Watch, Instagram and Twitter) brand for historical content. It connects social
audiences of today to the history of the game by celebrating classic moments, colorful
characters and incredible achievements.
Using a blend of vintage photos, archival football, historic game broadcasts and unique
graphics and animations, NFL Throwback aims to educate and entertain.
FOLLOWERS GROWTH
SINCE RELAUNCH ON
SEPTEMBER 3, 2018
195k+
ENGAGEMENT RATE
SINCE RELAUNCH
6.73%
*Facebook, Twitter and Instagram Analytics (9/3/18 - 10/10/18)