NFL Global Markets Program explained

Sports fandom isn’t just evolving, it’s becoming one of the most powerful engines of modern storytelling and audience engagement. 

Welcome back to the Media Odyssey Podcast! This week, hosts Marion Ranchet and Evan Shapiro sit down with Jen Kavanaugh, SVP of Marketing and Media for the Philadelphia Eagles, for a masterclass in how today’s most successful teams build culture, narrative, and multi-generational fandom. From global expansion to creator-style content production, Jen reveals why the Eagles have become one of the most influential brands in sports and a case study for every marketer navigating the attention economy.

The conversation unpacks how the Eagles turned their locker room into a lovable ensemble cast, how they measure true fan connection, why global fandom is redefining American football, and how sports franchises are becoming full “cinematic universes” that live far beyond game day.

Key Takeaways:

1. Fandom as a 365-Day Relationship

Jen explains that Eagles fandom is multi-generational, emotional, and deeply cultural which gives the team both a privilege and a responsibility. Fans want access, intimacy, and storytelling year-round, not just on Sundays. The Eagles’ strategy centers on “giving fans the keys to the kingdom,” fueled by trust, organizational support, and a culture that prioritizes openness and connection.

2. Building a Global, Culturally Fluent Brand

The Eagles’ reach now extends far beyond Philadelphia, with fan-development programs across Australia, Ghana, New Zealand, and Brazil. Rather than relying on football knowledge alone, the team connects through music, fashion, food, creators, and personality-driven storytelling to reach global audiences through cultural touchpoints that transcend the sport itself.

3. The Eagles’ Locker Room as a Cinematic Universe

The Eagles’ content ecosystem rivals a scripted series: recurring characters, running jokes, ensemble dynamics, and emotionally resonant moments. Importantly, the biggest stars (like Jalen Hurts) aren’t the constant leads. Instead, the team spotlights personality-rich players who thrive on-camera. This creator-style storytelling has also spawned spin-offs like New Heights, Not Gonna Lie, and The Exciting Mics, proving how culture and chemistry generate new franchises organically.

4. Engagement, Not Vanity Metrics, Drives Success

For Jen, the key metric is time spent: a measure of depth, not just reach. With more than 1 million hours watched on YouTube this season alone, the Eagles track comments, repeat engagement, and emotional connection, using these signals to fuel new content ideas. Passion (even in losses) matters. Apathy is the real enemy.

5. The Rise of Female Fandom and Platform-Specific Storytelling

Female fans are becoming some of the sport’s most vocal superfans, reshaping what fandom looks like. Jen’s team tailors content to different communities and platforms: TikTok for optimism and personality, YouTube for longer storytelling, Instagram for cultural moments. The result: broader reach, more diverse audiences, and new fandom behaviors emerging in real time.

6. Lessons for Entertainment: Connection Over Promotion

Jen closes with a universal takeaway: whether sports, streaming, or traditional TV, fans want connection, not just marketing. Storytelling, personality, and cultural alignment matter far more than promos or tune-in messaging. The most successful brands build deep emotional ecosystems that keep fans engaged—even when the product itself (a season, a game, a show) isn’t going their way.

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Connect with us on Linkedin:

Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/

Marion Ranchet - https://www.linkedin.com/in/marionranchet/

The Media Odyssey Podcast - https://www.linkedin.com/company/the-media-odyssey-podcast

Thank you Jen Kavanaugh for joining the pod!

Jen Kavanaugh: https://www.linkedin.com/in/jenkavanagh/