Lessons from the Denver Broncos on elevating brand engagement

Marketing and technology leaders from the Denver Broncos provided more than a mere kickoff to NRF Nexus 2026; they presented sports as a compelling case study for modern retail. 

On the roster: consumer expectations of a seamless digital convenience, personalized engagement, strong brand consistency, meaningful physical experiences and a deep emotional connection at every touchpoint. It’s about so much more than what happens the day of a game; it’s about the full customer journey, and it’s full of plays to inspire retail organizations. 

“The goal is to make a fan fall just a smidge more in love with us,” said Hailey Sullivan, chief marketing officer of the Denver Broncos. “How do you get them to fall deeper in love with us every single day, so that they feel connected to us, to the team, to each other? Do they feel connected to a bigger moment? Are they creating memories?” 

The Broncos have had its fair share of bigger moments and lasting memories of late. There was that thrilling overtime playoff win against the Buffalo Bills in January, for example, and the opening of the brand-new, $175 million Broncos Park Powered by CommonSpirit training facility, bringing everything from practice and player recovery to business operations under one roof. 

Sullivan was joined by Daniel Brusilovsky, the Denver Broncos’ chief technology officer, for the presentation, as well as moderator Reanna Gross, senior vice president, merchant marketing and global analytics, American Express. American Express served as title sponsor for the overall event, which brings together senior retail digital, marketing and technology leaders for open conversation and collaboration. The session drove home the “win” of delivering experiences that can stand up to any other digital or physical encounter for today’s consumer. 

In-person collaboration powers the end-to-end experience 

The new facility, Sullivan and Brusilovsky said, had deepened opportunities for in-person connection and collaboration across functions. Sports, Brusilovsky noted, is an “in-person business.” 

“Our entire business is predicated on 76,000 people coming together,” he said. “And so for us, if we're not helping facilitate that, how do we expect to bring that experience to them?” Physical and operational alignment across departments translates to the fans. 

Retail expectations raise the bar for fans 

In addition to travel and tech platforms, they said, retail giants have created a different level of expectation among fans. It has to be seamless and friction-free. For Broncos fans, the end-to-end experience spans digital ticketing, cashless payments, parking, transportation, food and beverage, retail, Wi-Fi, social media and post-game content. 

Technology makes it all possible — but marketing helps spread the word so fans know how to navigate and take advantage of it all. And a solid foundation is essential. 

“We're constantly thinking about, ‘What can we do to make the fan experience better?’” Brusilovsky said. “But also, how do we remove friction at every single point of that journey, so that fans want to sit in their seats to watch the game? They want to be there during halftime. Hailey's team puts on some of the most amazing entertainment performances. We want our fans to actually enjoy it. We don't want them standing in line for food or for retail or things like that. It’s really important to continue to evolve on the value proposition of the technology, to make sure our fans are getting what they want.” 

Personalization without losing community 

"At American Express, we spend a lot of time thinking about how to move beyond the transaction to build lasting relationships with our customers and connect them with the brands, teams and experiences they care about most," Gross said. "We use data and insights to better understand what matters to them and show up in ways that feel relevant, connected, and valuable. In sports, that opportunity is even more powerful because the emotional connection is already there."

There are multiple paths into the Broncos “community,” whether through games, video, merchandise or other channels. That must all be balanced, and the brand identity must be consistent throughout — including how members of the staff individually represent the organization. 

There’s also a need to balance tradition and innovation, the speakers said, engaging younger fans while honoring the legacy of the institution that celebrates its 66th anniversary this year. 

Connection remains the ultimate goal 

The core, however, comes back to that sense of connection — and sports, the speakers said, can provide it like nothing else. 

“That shared community is strong,” Sullivan said. “There's an energy, and it's not necessarily rational at times, right? It can be very emotional.” 

They start with the shared love and passion for the Broncos, she said, and make the experience as tailored and individual as possible. As for how it’s working? Where else, Brusilovsky asked, do people have a parade for you when you do things right?