Could the next media powerhouse be a sports team?

The Kansas City Chiefs are expanding into branded entertainment with a distinctive approach. The team aims to rival traditional media companies by not only creating shows to engage fans but also selling advertising space to outside brands.

Lauren Denowitz, the Chiefs' VP of brand marketing and football development, leads this effort. She reports to CMO Lara Krug. Both previously worked at AB InBev, where Denowitz drove similar content initiatives. She noted that 75 percent of Chiefs fans live outside the team's home market, boosted by the Taylor Swift connection and quarterback Patrick Mahomes' sustained success. Traditional local marketing fell short for this wide audience, making digital content essential.

"We had a diverse group of fans who had varied interests, and they were all over the country," Denowitz said. Digital content offered a way to connect with supporters wherever they were located.

Brands entering entertainment is a familiar pattern. Most create shows or films to capture attention as viewers skip traditional ads. Revenue typically comes from sales to streaming platforms or distributors.

The Chiefs' plan to place ads from other brands inside their shows represents a bolder step. Success could offer a model for other teams, especially as sports remain one of the strongest options for reaching large audiences at once.

"What the Chiefs are trying is novel in a good way, with a birthright because of the role sports play already," said Jae Goodman, cofounder of Superconnector Studios.

The Chiefs want the content to be self-funding

Current projects include "El Offseason," a micro series for Spanish-speaking fans; "KC Wolf Jamz," an animated kids series; and "Secret Chiefs," featuring celebrity fans dining incognito at tailgates. These appear on YouTube and Instagram. Denowitz describes them as "helmets-off" shows focused on sports culture. The team also runs 65 Toss Power Trap for die-hard fan content and Foolish Club Studios for broader films sold to distributors.

Denowitz expects strong audiences to attract sponsorships, integrations, and programmatic ads. This revenue would help cover production costs and demonstrate marketing's financial return to finance leaders.

"We know that marketing can be more than just a cost center," she said. "If I can show that there's true dollar ROI here, which I truly believe that there will be, that's the North Star."

Filmed entertainment is now standard in marketing as brands compete for attention. Sports teams can extend existing advertiser ties into video formats. The approach may not suit every company, but the Chiefs' strong franchise status and existing sponsor relationships make the extension logical, according to Daniel Rosenberg of Piro.

Brands are looking for new ways to engage fans

Denowitz understands she must approach brands thoughtfully rather than simply requesting media dollars. Many organizations keep media buying and sponsorships in separate teams with different goals. The Chiefs are still preparing their offerings before actively pitching them like a publisher.

"One of the biggest challenges facing sport is that media and sponsorships are managed differently across every team, every company," Denowitz said. Education on publisher-style conversations is required.

Timing appears favorable as those internal barriers ease and brands seek fresh connections with sports fans, Goodman noted. "Just hanging a banner is not going to cut it anymore, so the idea you can tell your story alongside the Kansas City Chiefs is very compelling to me as a marketer."

David Levy of Horizon Sports and Experiences emphasized that buyers will need proof the shows entertain and deliver measurable returns. Early interest may come on faith, but sustained support will require clear ROI data.