The Kansas City Chiefs are turning their playbook into a media venture, betting that original content can win advertising dollars away from traditional broadcasters. By producing shows that speak directly to fans beyond the stadium, the franchise hopes to create a new revenue stream that can offset the high costs of producing premium entertainment.
A New Playbook for Sports Marketing
Lauren Denowitz, the team’s vice president of brand marketing, says the shift was driven by the realization that local fan engagement alone can’t reach the full spectrum of supporters. Instead, the Chiefs are building a slate of series — such as the Spanish‑language program “El Offseason” and the kid‑focused “KC Wolf Jamz” — that stream on YouTube, Instagram and other digital platforms where their audiences spend the most time.
Denowitz, who joined the Chiefs a year ago after a stint at AB InBev where she helped launch Hollywood‑style campaigns, argues that the programming will do more than entertain; it will act as a magnet for sponsorships, brand integrations and programmatic ads, turning content into a revenue stream that can offset production expenses.
The strategy is not just about selling ad slots. It’s about proving that sports‑centric storytelling can deliver a measurable return on investment, a metric that has long eluded teams that treated media as a cost center. Horizon Sports & Experiences co‑CEO David Levy recently noted that the key for advertisers will be seeing genuine entertainment value paired with clear ROI.
Behind the scenes, the Chiefs’ in‑house studio, 65 Toss Power Trap, focuses on die‑hard fans, while partner outfits like Superconnector Studios and Piro are tasked with crafting broader‑appeal narratives. The ultimate goal, Denowitz says, is to move beyond asking brands to simply spend media dollars and instead have publisher‑like conversations that align content with brand objectives.