Sports are evolving at lightning speed, reshaping everything, from player training to fan engagement, and football is no exception. We’re witnessing a transformation: new forms of the game, an ever-expanding roster of talented players, high-tech advancements, and equipment that’s better than ever. But this shift isn’t just shaping players’ performances or growing their fanbase—it’s impacting the brands that bring these innovations to life. Who better to dive into this evolution than Erin Griffin, Senior Vice President of Marketing and Communications at Riddell?

Griffin along with her equally trailblazing sister Emily Griffin joins in an exclusive interview with our esteemed host Trey Holder for the final episode of Essentially Sports Think Tank Season 1. Erin has achieved remarkable success in her attempt to make Riddell run at the forefront of the industry in her career spanning over 12 years and has a front-row seat to witnessing the change that’s sweeping the football arena. This success prompts Griffin to reveal the nuances of football and how its path is impacted by the changes that are taking place not just within but beyond the NFL as well.

Erin Griffin reveals the impact of football’s evolution on her brand

When asked about how the globalization of football is impacting Riddell and how that impacts the market, Erin shared a detailed explanation. “That’s something I kind of am taking on as a personal charge here, is taking Riddell global beyond looking at it as a sales strategy and more holistically as a brand strategy across,” she says. Continuing further, she highlighted that there are several aspects to understanding the impact of these changes in the market. “I think one, just in general, we know the game of football is growing an interest abroad, and thanks to our partners at the NFL, with them hosting games and our markets and then also clubs getting rights allocated to them too at different markets. I think that is helping in the fandom abroad.” This fandom, Griffin says, is attracting more players to try out new sporting equipment and that’s where Riddell comes into the picture. 

“I think following in under that is also providing a catalyst for existing football-playing populations to get more involved and for us to prioritize making sure that they have, you know, the best equipment, at level in the playing field to overcome whatever barriers might be in our way to get those gear to them,” Griffin adds. But there is more to this evolution. “I think the other thing is the game of football is entering the Olympics.” Griffin notes. For those unaware, Flag Football is exploding at a faster rate and will be a part of of 2028 Summer Olympics in Los Angeles, inviting participation from both men and women. This opportunity is seen as a major advantage by Griffin. 

Speaking further in the interview, Erin revealed the focus of Riddell as she spoke from not the tackle football forum but from a flag football forum. “So what does Riddell do to kind of make sure we get our right for share our voice and that conversation also ensures looking at entering that marketplace also, because there is less barriers to participation when you are talking about flag football right, as compared to tackle. But we also think oftentimes flag participation than as a gateway to tackle football.” Her company, hence, is doing the intense groundwork to analyze prospects of providing the equipment without any delay to the players as and when needed in the Olympics. “LA 28 is gonna be awesome football, we really excited about it,” she highlights further. Interestingly, the football arena has indeed witnessed massive growth recently. 

The craze for the sport is not just limited to boys anymore and girls are equally motivated to be a part of the flag football. The number of 6-to-12-year-old girls playing flag football has increased by more than 200% since 2014 and has crossed 100,000, per reports. More than 25 schools have already either made girls’ flag football a sanctioned high school sport or are running pilot programs for the same. But there are concerns as well when it comes to the rise of flag football.

Experts have highlighted that the growth of flag football can impact the evolution of tackle football, owing to the team size and equipment demands making it more resource-intensive. However, Griffin seems to have done her study quite well and is ready to take up the challenges that may come her way. But Griffins is not just a successful marketeer. She is also an example and advocate for women who desire to build a career for themselves in the sports arena. 

“Celebrate women”: Erin Griffin has a fascinating perspective to share 

In her 12 years with Riddell, Erin Griffin has played an integral role in navigating communications and marketing opportunities and examining challenges associated with the brand and sport of football. Her efforts also helped her bag several accolades like the Women in Marketing: Industry Innovation Awards and Ragan Communications Top Women in Communications list. But what makes her journey more fascinating is the fact that she achieved all these in a male-dominated industry. As she established a place for herself, she has interesting advice to share with many women who wish to shine in the same field as her. 

Speaking in the same interview with Holder, Griffin says, “Don’t give people a reason to critique you or oppose anything that you are doing. Be passionate about what you are doing and look and look for opportunities to learn more, to gain more responsibility.” She also highlighted the importance of celebrating each other’s success and becoming stepping stones for others as and when necessary. “The final thing is really celebrate other women and the space and build people up,” Erin Griffin answers. But this is just a sneak peek into the wide range of expertise she shared and there is more to learn from her experiences. 

This exclusive with the Griffin sisters is part of EssentiallySports Think Tank‘s initiative to bring the brightest minds in sports to our audience. And there’s even more to explore in this conversation! Tune in to watch the complete interview, only on EssentiallySports Think Tank—Where Sports Meets Smart Content.