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BETCHES X NFL

Tailgate Experience

THE ASK

Grow Barefoot's presence in the NFL space by connecting with female fans through the Betches audience. The focus was on visibility, participation and shareable content.

Back of a pink Betches number 11 football jersey worn by a fan in the crowd at the Betches NFL Tailgate
Betches Tailgate backdrop presented by Barefoot and the NFL, with Barefoot wine bottles, a goalpost prop, and a Betches cooler

STRATEGY

A female-first tailgate, built by female fans for female fans. We designed a curated guest journey to drive dwell time and create content moments, then scaled the footprint to fit each city.

THE EXPERIENCE

In Buffalo, Nashville, and Kansas City, guests moved through Barefoot sampling, patches, nail decals, games, merch, food, and a custom content studio. Buffalo set the look, Nashville brought the full build-out, and Kansas City kept it simple with the studio, bar, and cornhole.

Four hosts in Kansas City Chiefs gear talking into microphones on the Betches Tailgate set, with pink blankets and balloons
Four hosts in Buffalo Bills gear laughing into pink microphones on the Betches Tailgate set presented by Barefoot and the NFL

RESULTS

All three stops saw steady lines, strong engagement, and a continuous stream of UGC. The same high-energy experience held up in every city.

3

Cities

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