Discover Boating Taps into Football Fandom with High-Profile

Last week, Discover Boating, powered by NMMA and MRAA, hosted a one-of-a-kind "boatgating" experience on Lake Michigan to kick off a special Monday Night Football season opener in Chicago. In honor of the 40th anniversary of the 1985 game champions, Discover Boating welcomed professional football legends Israel Idonije, Jerry Azumah, Charles "Peanut" Tillman, and Wendell Davis, alongside sideline reporter and Discover Boating brand ambassador, Lauren Screeden. Together, they cruised to the stadium by boat, soaking in the excitement and energy from the water.

Why It Matters

As part of its mission to expand the market for recreational boating, Discover Boating continues to prioritize culturally relevant, content-rich marketing strategies that inspire consumers to become boaters. From high-profile experiences to multimedia campaigns, the goal is to bring boating into mainstream moments and meet potential future boaters where they are, when it matters most.

How It Works

This fall, Discover Boating is combining experiential activations with a powerful multimedia presence:

• ESPN Digital Partnership: In late August, Discover Boating partnered with ESPN Digital to extend its reach across the sports content landscape. Building on momentum from July's nationally televised 2025 American Century Championship, where the "See You Out Here" commercial reached more than 5 million viewers across 42 airings, Discover Boating strategically timed its ESPN campaign with the start of the NFL and College Football seasons and the upcoming Major League Baseball playoffs. The commercial is airing across ESPN's marquee properties, including First Take and The Pat McAfee Show, keeping boating top of mind with millions of sports fans who overlap demographically and psychographically with potential future boaters.
• Boatgating Experience & Social Amplification: Discover Boating elevated its Monday Night Football "boatgating" activation through social media, influencer engagement, and content distribution tied to the Chicago Boat Show-positioning boating as aspirational yet attainable and aligned with values that generally resonate with sports fans and boaters: community, the outdoors, and wellness.

The Bottom Line

By integrating Discover Boating into dynamic sports environments from celebrity golf tournaments to college and professional football games and ESPN's most-watched programs, the brand is reaching new audiences with high potential for boat ownership, rentals, or club participation. These efforts demonstrate how culturally relevant storytelling, paired with smart media strategy, can expand boating's appeal and inspire future boaters.