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Tackling Important Stories

Future For Football

$47M million dollars value in broadcast PSAs over the last 4 years with over 70,000 placements in 23-24
6% increase in participation following 22-23 season; first increase since 2013 and only the second annual increase since peaking in 08-09
12M views of video content
Overview

After diligent research and development of the campaign, LDWW not only managed the public launch of Future for Football in 2018, but continues to manage all aspects of the campaign for the client including marketing (website, advertising, social), creative (content production, storytelling, ad production), and communications (executive visibility and PR outreach), and provide strategic executive counsel (legislative, operational, marketing).


Group of kids lined up with the text "The Future Is Here".

Future for Football is an initiative of the National Football Foundation.

Partners include the National Football League (NFL) and College Football Playoff (CFP), Future For Football is an unprecedented cross-platform marketing campaign aimed at increasing participation and driving positive perception of football by celebrating and sharing stories that highlight the game’s positive  impact on individuals, communities, schools and families.

Machinery printing an image on a Ridell football helmet.

Over six years, LDWW has ushered Future for Football

through a rebrand, developed a news bureau to uncover and magnify positive real-world stories, developed hundreds of pieces of original content, and sparked thousands of online conversations. In its first two years alone, Future for Football received more than 30 awards and accolades recognizing it for excellence in branded content, social video, social advertising, documentary filmmaking and integrated campaign development; among these awards are a Bronze and Silver People’s Telly and a Webby award. 

Throughout the 2023-2024 season

Future for Football placed a significant emphasis on participation messaging, particularly targeting grassroots engagement and highlighting the inclusivity and accessibility of the game.  As a result of these efforts, LDWW and Future for Football were able to reverse a trend in declining participation and encourage more people to get involved with a team and reap the many benefits of playing, like sportsmanship, leadership skills, physical development and personal growth. 

Two people playing football with the text "Make Your Play" and "Dare to Define".
A stack of Willson footballs.
A group of girls wearing Dallas Cowboys shirts on a field.
Magazine design for Future for Football's State of the Game.