Ellie Maxwell

Football for All: Helping the Seattle Seahawks soar to new heights through unique marketing to appeal to new fans of all kinds

It’s no secret that football has historically had a pretty… predictable audience. They often feel like the community is only for certain types of people and will make other demographics feel unwelcome in sports, both as athletes and as fans. People are put into boxes and made to feel like they have to choose a set of interests and personality traits and there can be no overlap. They’re made to feel like they should go back to their own spaces, as if interests and communities are mutually exclusive. While many sports leagues and organizations are growing by leaps and bounds to stand up for existing fans that might feel unwelcome, such as celebrating International Women’s Day or Pride Month, there aren’t many attempts to reach out to new people and create an overlap in these spaces. I want to encourage people to be multifaceted and show that you can enjoy both a football game and a drag show, or a tailgate and a wine tasting. I want to show them that football is for all.

Football for All gives the Seattle Seahawks, the 2025 Super Bowl LX Champions, a brand refresh and uses the launch to reach into these communities, embrace and lift up Seattle culture, and rewrite the narrative that football is an exclusive club. From wine lovers to coffee drinkers, music enthusiasts to fashion experts, all are welcome to be 12s.