With a social-centric, mobile-first approach, the company is also catering to younger audiences, who’ve fully embraced what Betches CEO Aleen Dreksler called “the second screen experience.” She noted that while many young female sports fans may be streaming a game from their TVs, they’re likely to be scrolling their social feeds at the same time. 

“You’re watching real-life commentary [online and] seeing people’s opinions—who you care about—talking about what you are watching,” Dreksler said. “That shapes that perception and shapes the experience.”

With the help of Betches Sports, the NFL feels that it’s able to effectively extend its reach and connect with younger, more female-leaning audiences on social media. 

In February, the league partnered with Betches Sports to produce an in-depth episode of the company’s Locker Room Talk podcast in which Schubot and sports content creator Kait Maniscalco broke down, in funny, approachable terms, exactly how the NFL Scouting Combine works. It was an effective push—a video clip of the podcast shared on Instagram garnered over 4,100 likes.
Speaking about Betches’ push into sports content more broadly, Dreksler said: “We focused on creating a fan experience where women [do] not feel like outsiders.”