Marriott International, the NFL’s official hotel partner, saw a major spike in sponsor awareness last season. MarketCast’s latest Sponsor Breakthrough study reveals 32% of NFL fans recognized Marriott as an official league sponsor—a 9% jump from the previous year.
Marriott Levels Up Its NFL Play
After 14 years as an NFL sponsor, Marriott shook things up in 2024. The hotel brand, which includes Marriott and Courtyard by Marriott hotels, and its Bonvoy loyalty program, tapped NFL legend Jason Kelce as its first-ever “Fanbassador,” delivering exclusive fan experiences all season long.
Around the same time, Marriott scored another win – sponsoring Taylor Swift’s Eras Tour and rolling out exclusive packages and perks for Bonvoy members—further deepening its ties to NFL fans.
A Big Bet on Sports and Star Power Pays Off
Its NFL-related campaign featuring Jason Kelce didn’t just grab attention—it stuck. The ad, “Fanbassador,” outperformed MarketCast’s hotel industry norms for Ad Breakthrough, scoring 10% higher in Ad Memorability, proving that Marriott’s game plan is resonating with NFL fans.
This growth was backed by impressive media spending. Marriott climbed to 105th on Ad Age’s Top Ad Spenders list in 2024, increasing U.S. ad spend by 21% from 2022 to 2023. That investment fueled cross-platform ad campaigns and high-profile partnerships—from U.S. Soccer to Mercedes F1.
Marriott’s Bonvoy experiences go beyond the Super Bowl, offering VIP NFL perks like club seats, tunnel runs, and field access. The brand even took fan engagement global, celebrating Brazil’s first NFL regular-season game with a special event in São Paulo.
By creating memorable moments and smart partnerships, Marriott has strengthened its bond with NFL fans and stood out in a crowded sponsorship space.
MarketCast tracks Sponsor Breakthrough metrics across the NFL, NBA, MLB, NHL, MLS, NASCAR, PGA Tour, NCAA Men’s and Women’s Basketball tournaments, NWSL, and WNBA. To learn more about our Sports Sponsorship Research, contact us.