Last season, the NFL brought all 32 of its teams into a league-wide MarTech stack, enabling them with new capabilities like orchestrated messaging, real-time fan communications, and personalized experiences at scale. The effort increased overall digital interactions with fans by 60 percent, digital reach by 22 percent, and reduced the marketing feedback loop from three days to just three hours. These impressive results were enough to win the league the 2025 ANA Martech Award for Innovative Team of The Year.

Ahead of the 2025 regular season kickoff, Chi Ogbuehi, VP of marketing technology and consumer products at NFL, joined On Scope to provide an in-depth look at how she and her team accomplished this award-winning effort. Along with host Mike Berberich, Chi covered how she was able to onboard 32 organizations behind one tech solution, how the league used new data and tech capabilities to drive eye-popping engagement and acquisition numbers, and her best practices for effectively leveraging data and tech, regardless of the marketing budget.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss a Wall St. Journal report that shows companies are reducing the number of managers they employ, creating a leadership vacuum, forcing employees to focus more on highlighting their accomplishments rather than spending time on the actual job, and potentially ushering in an era of even less human interaction at work.

If you’re interested in learning more about business-driving strategies, then you’ll want to join the thousands of marketers attending the 2025 ANA Masters of Marketing Conference in Orlando this October. While there, you’ll sharpen your strategy, learn to challenge convention, and get the insights you need to power the industry forward. Check out the agenda and register by visiting www.ana.net/2025masters.

The On Scope team would love to hear from you! If you have a topic or guest idea, you can email us at onscope@ana.net.