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It was the kind of prank-heavy place where you might walk in one morning to find your computer surrounded by 10 empty water cooler bottles, or where you might be talked into joining a zombie unicorn drawing competition, no matter how busy you were. For decades, the NFL had funneled most of its advertising dollars to large, New York-based legacy firms.Everyone knew what to expect from that arrangement: commonsense product tie-ins, 30-second ad spots.Kids just got checks in the mail and were free to do with the money as they wished.In June, I called Kyle Turley, a former NFL player who has become an outspoken critic of the league, particularly its treatment of former players.They were the experts in grabbing a child’s attention and then holding onto it across the most popular platforms.One of Brandissimo’s mottos was: “Because kids who play with your brand, stay with your brand.” Shortly after landing the multimillion-dollar NFL account, Brandissimo hired a quiet 29-year-old named Allison Guiliotis.

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And one of the main storylines of the first half of this season was the precipitous collapse in ratings.The league was also aware that nothing had boosted people’s investment in the sport quite like fantasy football, which incentivizes fans to pay attention to several games every week.“It is an incredible mechanism if you are trying to create an addiction to football at a young age,” says Gregg Witt, the executive vice president of youth marketing at Motivate Inc., another Southern California agency.A growing number of public figures, from President Obama to Le Bron James to Brett Favre, have said that they wouldn’t let their children play the game—and polling shows that 40 to 50 percent of parents agree with them.Between 20, youth participation in the game dipped markedly.

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