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Arena Football League Marketing Case Study

Football’s premier indoor league, providing a high energy, fan-friendly professional football entertainment for an audience throughout the world.

Project Goal

Since its inception in 1987, the AFL showcases a fast-paced, exciting game to a significant number of fans in a myriad of markets. Monumental Sports’ Ted Leonsis and Ron Jaworski have recently reimagined the organization of the Arena Football League. The new league-owned model is now well underway and is being very well received in the sports world. To launch the new model in the sports world, the AFL needed a marketing team to leverage their assets and create the buzz.

Project Solution

The Arena Football League retained Neff for national and regional public relations outreach, messaging and social media initiatives. The Neff team provides ongoing content creation, planning and strategy in addition to delivering other creative services which include videography, animation, photography and design to the league.

  • Increased brand awareness
  • Brand development for AFL ArenaBowl 32
  • Secured top-tier press regionally and nationally to announce the reimagined organization

Services Delivered
  • Branding
  • Public Relations
  • Social Media
  • Videography

Logo Development

In celebration of the 32nd year of the AFL’s ArenaBowl, Neff designed a custom logo for the event branding. The logo was announced to the league and fans with a motion graphics animation.


Neff planned, shot, and edited a video that gives updates regarding the league from the AFL Commissioner, Randall Boe, to be used across online and social media.

Social Media

We partnered with the AFL to raise brand awareness and help spread information about the teams through social media posts across all platforms.

Public Relations

The Neff PR team garnered national and regional press to spread the word about the reimagined Arena Football League brand.

Photography by Neff and the AFL

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