Marie Claire Features Content Sponsored by NFL

The September issue of Marie Claire features a 16-page insert called “The Savvy Girl’s Guide to Football.” Like a lot of magazine content, it doesn’t look sponsored, but it is. The NFL paid to have the content in the magazine as part of a continuing effort to increase its appeal with women. Since 2002, the percentage of women watching the Super Bowl has increased from 14% to 46%. The NFL has also expanded its line of apparel for women, offering a wide range of clothing and accessories. Some of this apparel is featured in Marie Claire.

According to AdAge:

The guide represents the increasingly collaborative relationship between the editorial and business sides of publishing. The editorial team at Marie Claire produced the content, which includes tips on hosting a Super Bowl party and a guide to “quarterback bromances,” on its own. But the magazine wouldn’t likely have dedicated so many pages to football without a sponsor.

The NFL is also sponsoring content in upcoming issues of Vogue, Us Weekly, and Cosmopolitan.