THE Chiefs of Kansas City are on their way to becoming the most romantic team in the NFL.
On November 30, the Hallmark channel, known for its romantic comedies, will broadcast a brand new film entitled Holiday Touchdown : A Chiefs Love Story.
The scenario is simple: a young woman is convinced that her family deserves the title of supporters of the year
of the famous football team and she develops a love affair with the marketing director responsible for the competition. A misunderstanding will ensue, but rest assured, everything will end well.
The association between the football team and Hallmark Media may make you smile, but the two companies already have things in common.
What you need to know is that Hallmark is a Kansas City company, its headquarters are located there
underlines Michel Poitevin, professor in the economics department at the University of Montreal.
There is already a sort of marriage, at least geographically, and the two companies are the pride of the city. They are not targeting the same clienteles, but will it bring new fans football? Maybe so, but definitely, it should be a great story
remarks the professor.
Actors Tyler Hynes and Hunter King star in “Holiday Touchdown: A Chiefs Love Story”
Photo: Courtesy: hallmarkchannel.com
Holiday Touchdown part of the famous Christmas Countdown
of the channel, which began on October 18 and during which Hallmark will broadcast films like A 90’s Christmas, A Big Fat Family Christmas, A Christmas Cookie Catastrophe, A Royal Corgi Christmas or A Shoe Addict’s Christmas.
THE Chiefs are not the first professional sports team to make a pact with Hallmark. The logo of the National Hockey League and that of Rangers from New York appear in the 2021 film Taking A Shot at Love. Ryan, a fictional player on the team, falls in love with the ballet instructor who helps him with his rehabilitation following a knee injury. THE Rangers are not, however, put as much in the foreground as the Chiefs are in Holiday Touchdown.
A scene from the movie “Taking A Shot at Love”
Photo: Courtesy: hallmarkchannel.com
The particularity with Holiday Touchdown is that in addition to using the team’s logo, name and colors profusely, the film was shot last June in the facilities of the Chiefs in Kansas City.
Coach Andy Reid makes a brief appearance, as do a few players. Travis Kelce’s mother, Donna, even plays a small role.
A pre-game party, organized in collaboration with Hallmark, will take place the day before the film is broadcast, special merchandise will be produced and joint promotion between the two companies is also planned.
It seems to be a bit in the way of working of the NFLindicates Michel Poitevin. We make a happening with that, as with the tailgate. On Hallmark’s side, the film fits into the strategy of Countdown to Christmas. And as we get closer to Christmas, we’re going to get closer to the National Football League playoffs, so it’s going to peak, in a way.
Donna Kelce (center), mother of Travis and Jason Kelce, has a small role in the film “Holiday Touchdown: A Chiefs Love Story”
Photo: Courtesy: hallmarkchannel.com
A Kansas City radio station is even hosting an outdoor viewing of the film on November 30. The marketing stunt behind this agreement reminds us to what extent the NFL is very effective when it comes to charming new supporters.
An easy example is the Super Bowl. Perhaps 40 years ago, the Super Bowl was an almost exclusively North American phenomenon, even just an American one. Now it’s a global event. There’s the halftime show, even people who are more or less fans football clubs have their Super Bowl party. Now is an opportunity to get together with friends
says the professor.
Travis Kelce and Taylor Swift hug on the field after the Chiefs’ Super Bowl victory.
Photo : Reuters / BRIAN SNYDER
We can think that the Chiefs want to seduce women with this publicity stunt, and perhaps ride the wave of the romance between singer Taylor Swift and tight end Travis Kelce.
I looked at the figures and there are still more than 50% of women who are what we call avid or casual fanstherefore, people who follow football either a lot or a little versus 80% of men. So, there is already interest from women. Not as pronounced as that of men, but it’s not the desert
says Michel Poitevin
A study of Front Office revealed that the NFL set a female audience record last season, right in the middle of the singer’s love story for No. 87 of Chiefs revealed himself to the public.
The total number of female viewers had also increased by 9% compared to the 2022-2023 season. Audience was up among teenage girls aged 12 to 17 (+53%), women aged 18 to 24 (+24%) and those aged 35 and over (+34%).
It’s part of the strategy of the NFLbut at the same time, the league wants to seek out fanspoint
notes the professor from the University of Montreal. The NFL has more and more matches being played in Europe and even South America. We are targeting a global market, so not just by gender, man or woman, but also geographically. There NFLit is certainly the most profitable league in the world, there is extraordinary marketing.
According to the mid-season evaluation of Sports Business Journalin 2024, the NFL continues to grow in several areas. The average television audience is expected to reach a nine-year high, despite the US presidential campaign. And until the eighth week of activities, the 32 clubs in the league sold 98.7% of all available tickets while the average for the entire last season was 98.6%.
THE Chiefsfour-time Super Bowl champions, including the last two, probably didn’t need this partnership with Hallmark. But this publicity stunt won’t do any harm either, according to Michel Poitevin.
It would surprise me that fans of the Chiefs become more fans because of the movie with Hallmark. I don’t think they are cannibalizing or reducing their customer base either. Probably there are a lot of fans men who will watch the film, perhaps with their wife or partner.
Because of their success, the Kansas City team was probably a natural fit to star in a Hallmark Christmas movie. A hockey team that has been languishing in the bottom of the rankings for several years would probably have a harder time making fans smile with a romantic comedy, no matter how syrupy it may be.
But if you are a sports lover and Christmas Countdown
Hallmark has several films for you whose narrative revolves around fictional teams, fake snow and awful knitting included.
A scene from the movie “Checkin’ it Twice” (2023) broadcast on the Hallmark Channel
Photo: Courtesy: hallmarkchannel.com
For example Checkin’it Twice (A Frosty Christmas), released in 2023, features a hockey player who has to move to a small town in Idaho after a trade and who comes across a real estate broker in the middle of an existential crisis. You know the rest…
Enough to make you forget the disappointing performances of your favorite team.
