The Complete Content Marketing Guide to Tailgate Season

Tailgate season is a big deal. Across the country, tailgaters savor the smell of the grill, the crisp taste of a favorite local brew, and the camaraderie of fans while adding game day traditions that personalize the experience. Consider the chili cook-offs in Kansas City, crab leg socials in Baltimore, or shared beef on weck in Buffalo. Plus, the explosive popularity of tailgating at home and the unique rituals that come with it all amount to tailgate season being a legitimate cultural phenomenon.

In the US, more than 50 million fans fire up the grill and tailgate every year, fueling a game-day economy that stretches far beyond the stadium. NFL football alone adds about $5 billion in extra spending to the economy each year. And that’s not even counting the college football crowd.

For marketers hunting the next competitive edge, tailgate offers plenty of opportunity. Football and its corresponding events generate huge engagement among fans who are excited to socialize, snack, and take in the game. According to Avocado, nearly half of football watchers do so on two or more screens, and 69% use a second screen (typically a mobile device or laptop) after seeing an ad to find more information on a product or service that piques their interest.

That makes tailgate season a marketer’s dream: a months-long cultural moment where attention is high, enthusiasm is contagious, and storytelling possibilities are endless.

Why Tailgate Season Works for Content-Driven Marketing

If you’re hosting a tailgating party, you’re likely searching snack hacks, game-day recipes, and outdoor style and gear inspiration to make sure your party wins the day. With the right content, your brand can be part of what makes a tailgate party champion. It’s an example of an advertorial truism: it’s always easier to capture attention where it already is. 

Brand messaging tied in with tailgate season goes one step further. As people use a brand’s content to discover a new tradition, an ingenious recipe hack, or a piece of fan ephemera, messaging becomes part of a person’s story. Seamlessly integrating messaging into the conversations people are already having produces content that transcends “the sale.” Instead, it becomes part of the experience in a valuable way.

Tailgate Content for Every Vertical

Whatever space you’re in, there’s a tailgate content angle that can work. Here’s how different industries can tap into the energy of game day.

Food & Grocery: Food is always the MVP of a tailgate. A story with unexpected recipes sure to score big, short-form video content walking viewers through a classic recipe, or a top five of DIY dips that travel well offer inspiration and drink clicks, shares, and purchase intent.

Alcohol & NA Beverage: Tailgating and good drinks go hand in hand. With mocktails and NA beverages on the rise, brands can easily expand their reach by offering inclusive options. A local brewery might want to produce a podcast hosting a noteworthy coach as they explain what beverages they enjoy when not on the field, or a beverage brand could create “mix & match” pairings for different tailgate moods.

Home & Retail: The at-home tailgate is booming. Brands can spotlight creative ways to turn a living room, backyard, or garage into the ultimate fan zone. Interactive digital stories (like a “What Kind of Tailgater Are You?” quiz or an animated shopping guide to quick décor upgrades) can inspire while driving e-commerce.

Health & Wellness: Tailgate doesn’t have to mean overindulgence. As the wellness movement meets fan culture, there’s room for health-forward content that celebrates balance As more athletic optimization seeps into workout culture, the opportunities in the health and wellness scene to connect with football fans are growing. Picture an influencer in health & wellness guiding their audience through stretching routines for active fans or a health guide that provides tasty, good-for-you game day recipes.

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Automotive: The original tailgate deserves its spotlight. Truck brands and auto retailers can own the conversation with “tailgate hacks” videos, cargo-space setup guides, or vehicle prep checklists. Bonus idea: highlight fan-generated photos of how different truck models transform into social hubs. It’s a natural, authentic fit for storytelling that feels useful and fun. 

Best Practices for Tailgate Content That Resonates

There’s a fine line between content that feels engaging and content that feels like an ad. The difference comes down to authenticity, timing, and tone. According to the Sprout Social Index, audiences rank authenticity as the most important trait in brand content, even above humor, trendiness, or bold visuals.

Here’s how to bring that authenticity to life during tailgate season:

Prioritize value over volume. Create content that inspires, helps, or informs. Utility and joy beat hard sells every time.

Keep your tone consistent. Write and design from your brand’s core personality whether that’s playful, expert, or neighborly. A cohesive voice builds trust and familiarity.

Be subtle. Tailgate storytelling thrives on suggestion, not persuasion. Offer ideas, don’t issue orders. “Try this fan-favorite recipe” feels better than “Buy now.”

Stay nimble and seasonal. Tailgate season spans months. That means there’s plenty of time to iterate. 

Analyze and adapt. Use engagement metrics to learn what’s resonating. Did snack hacks outperform recipe videos? Double down there. Agility is your best playmaker.

The Upshot of Tailgate Season

Tailgate season is unique among marketing opportunities. It's a cultural moment where brands can authentically connect with engaged audiences through smart value-driven content. By focusing on genuine utility rather than overt selling, marketers can seamlessly integrate their messaging into the conversations and traditions that matter most to fans. Whether through practical how-to guides, local flavor features, or interactive experiences, the key lies in becoming part of the tailgating story rather than interrupting it.

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Want to brainstorm a tailgate campaign that fits your brand’s voice and values?

‍Let’s create something memorable together. Visit StoryStudio or reach out to start your next brand storytelling play.