NFL, Hallmark partnership illustrates potential scripted media opportunity in women’s sports

The GIST: This holiday season, the Buffalo Bills aren’t just playing NFL games — they’re the latest team featured in a holiday-themed Hallmark movie thanks to the channel’s NFL partnership.

• Both Hallmark and Lifetime, whose romantic TV movies serve similar audiences, are quickly developing films to capitalize on popular sports trends. These movies seem largely geared to romantics who aren’t already sports fans, as the NFL hopes to convert new fans, especially as Hallmark’s audience is 70% women. Here for the cheer.

The why: It’s no coincidence Hallmark entered its NFL partnership last year after Taylor Swift helped the league make inroads with many new women fans. In 2024, teenage girls’ viewership of the NFL jumped 53% after Swift’s early-season appearances, while it increased 24% for women aged 18 to 24 and 34% for women 35 and older.

• Hallmark’s first movie focused on the Chiefs, while this year’s film focuses on the Bills, another popular team that boasts famous WAGs in its fanbase like Hailee Steinfeld and Cardi B.

• According to Skydance, over 75% of Hallmark’s audience also watched the NFL during the channel’s “Countdown to Christmas” campaign last year. And romance seems to be a hook across sports, with the NHL noting that the steamy hockey series Heated Rivalry “might be the most unique driver for creating new fans.”

The landscape: Sports leagues and brands are paying more attention to women audiences — and entertainment is beginning to appreciate the power of the crossover. Similar to Hallmark, Ion has a majority female audience that has converted to women’s sports fandom because it’s on the network. Being present on such entertainment channels can help sports and brands win over new audiences.

The women’s sports angle: Lots of men’s sports leagues are taking advantage of these crossover opportunities, but per Wasserman, women’s leagues have a long way to go to fully win over women fans. And compared to men’s sports, women’s sports have a casual fan problem: McKinsey reported women’s sports have fewer self-described “avid” fans and casual fans are less engaged.

• When it comes to fan trends, the NFL is typically an early adopter — women’s leagues and invested brands should consider how they too can get in the game. The Hallmark partnerships also represent an opportunity in scripted TV — the WNBA is releasing a scripted series, while cult movies and shows have developed fervent fandoms. Stay tuned.