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From the 15th Annual Shorty Awards

National Tight Ends Day

Winner in Sports

Gold Honor in Brand Awareness Campaign


National Tight Ends Day (NTED) is the epitome of an organic, player-led idea. What started as a random sideline joke between George Kittle and Jimmy Garoppolo has become a full-fledged holiday for the game of football worldwide.

It was a perfect opportunity to run with something fun, light, and relatable. Our players, broadcast and brand partners, colleges, high schools, and our International audiences have completely bought into celebrating a holiday we just, quite frankly, made up. Who else can say that?

That said, three main goals drove our idea:

Strategy and Execution

Over the years, we have fine-tuned and supersized our National Tight Ends Day (NTED) celebration each season. Planning no longer takes a few weeks. Instead, our planning starts months ahead. A breakdown of steps and execution:

And that’s just a sliver of the promotion we had for this great holiday. Were there learnings? Of course! Here are a few:


This was undoubtedly our biggest effort to promote National Tight Ends Day. We broke our own engagement records, and our completely made up #NationalTightEndsDay hashtag was the #1 trend on all of Twitter that day – a huge win for us.

We also saw the most-ever NTED segments from broadcast partners. All 1,000 T-Shirts across our ecosystem were used in some way. We saw a near 50% participation increase among colleges. Legends worked with us, and we gained the trust from current star tight ends with their willingness to take our ideas and run with them. That ultimately helped us show of their personalities outside of what fans see on a field. The Kittle/WWE spot reflects that beautifully.

So yes! This year was a huge success. Now, what are we going to pull off for next season’s NTED?! The bar is set!


Video for National Tight Ends Day

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