In this episode, Lara Krug, CMO of the Kansas City Chiefs, joins AdTech Unfiltered to break down how one of the NFL’s most iconic franchises approaches marketing in a time of rapid innovation.
From Taylor Swift headlines to immersive fan experiences, Lara huddles up with host Noor Naseer to share how the Chiefs turn big moments into long-term brand equity. Tune in for insights on balancing tradition with innovation, why storytelling drives strategy, and how the team stays culturally relevant while honoring their legacy.
As the first-ever CMO of the Kansas City Chiefs, Lara Krug stepped into a brand with deep roots and high expectations. The team’s longstanding role in the community has made evolution a delicate task. For Krug, the key is using brand history as a filter for new ideas—whether that means exploring emerging media environments or crafting new experiences that still feel unmistakably “Chiefs.”
Rather than treating tradition and innovation as competing forces, her team sees them as interconnected. Legacy provides the foundation; innovation brings it to life in new ways. As Krug puts it, the goal isn’t to replace tradition with innovation, but to build on it. By staying grounded in what fans already love, the team continues to find fresh ways to connect with both new and established audiences.
For fans outside of Kansas City—or even outside the US—the draw to the Chiefs isn’t always the game itself. Often, it’s the culture around it, with audiences across the globe often connecting to the team through player personalities, social content, and community initiatives as much (or more) than stats or standings.
That understanding shapes the team’s global growth efforts, which are built around connecting with fans through emotional and cultural relevance. And with time zones working against live viewership in some areas, visibility across platforms becomes essential, so Krug’s team has worked to expand the brand’s presence beyond live games, creating fan touchpoints through content, partnerships, and off-field moments that don’t rely on kickoff times.
With tight restrictions on paid media, Krug’s team treats organic content as one of its key marketing engines and a powerful way to foster stronger connections. Each platform plays a distinct role, from showcasing players’ personalities on TikTok to spotlighting partnerships on Instagram to offering behind-the-scenes access on Snapchat.
To make the most of organic content, the team leans into stories that reflect the moment, the audience, and the Chiefs’ brand values. The result is a brand built on authenticity and intention—one that meets fans where they are, whether culturally, emotionally, or digitally. By prioritizing creativity, consistency, and cultural relevance, the Chiefs’ content strategy builds deep connection with fans while extending the brand’s reach.
