What the 2025 NFL Kickoff teaches brands about online buzz

A battle waged under a storm-filled sky. A clash between bitter rivals. A strife that turned the home crowd's cheers into a stunned roar. 

All that before the first snap.

The new NFL season kicked off on September 4th, with a high-tension game between the Philadelphia Eagles and the Dallas Cowboys. Everyone expected drama, but no one could have predicted a spitting incident that hijacked headlines, spiked mentions, crashed sentiment, and reignited an old rivalry.

For marketers, moments like these show how fast conflict and controversy can fuel online engagement—and how quickly they can spiral into crises that demand real-time responses.

In this post, we’ll break down the NFL season opener to show brands how to monitor and decode online buzz as it happens.

Methodology

We used Talkwalker Social Listening to track how online audiences and publishers across 150+ million sources (social networks, websites, blogs, news sites, forums, and more) have been interacting with content about the NFL Kickoff. We analyzed spikes in mention volume and sentiment over time.

You can easily do similar in-depth research on your brand, competitors, industry, or relevant events. Book a free Talkwalker demo today.

The anatomy of online buzz (on the example of Spitgate)

Fans are calling the main controversy of the 2025 NFL Kickoff game “Spitgate.” But what exactly happened?

After the opening kick, Eagles fullback Ben VanSumeren went down with a knee injury and was taken off the field.

While he was being assessed, Eagles defensive star Jalen Carter was caught spitting at Cowboys quarterback Dak Prescott after an argument. Carter was penalized for unsportsmanlike conduct and ejected from the game.

This was already controversial. But replays later suggested Prescott may have spat first, fueling even more debate.

So how did this play out online?

Using the anatomy of a trend (like we did in our Labubu analysis), we can break down how the story shifted in just hours.

Fanbase conversations

In the lead-up to the game, there were around 5,000 NFL mentions every 15 minutes, with about 400 tied to either the Eagles or Cowboys.

Area chart showing results over time with two peaks on the evening of September 5, corresponding to the nfl kickoff event. The red line represents total mentions, while the blue shaded area indicates a subset of mentions. The spike around 8 PM aligns with kickoff-related activity.

Mentions of NFL (red), the Dallas Cowboys (blue), and the Philadelphia Eagles (green) over 48 hours; Talkwalker Social Listening.

In the example above, there’s a lot of overlap between mentions of the Cowboys and Eagles. It’s hard to separate the fanbases because 88% of team-related conversations mentioned both teams, with most chatter about the game itself.

Pre-game conversations were largely fan-driven. In the week leading up to kickoff, there were 31,400 mentions of the two teams from personal accounts on X. Of those, 6,400 came from accounts that:

• Identified as fans in their profile, or

• Originated from Dallas or Philadelphia.

That 20% of conversations accounted for more than 40% of engagements. Even outside of game time, loyal fans kept the buzz alive.

The (spit) catalyst

On Kickoff day, the turning point came early in the game.

Solid blue area chart displaying a rise in results starting around 7 PM on September 4, peaking between 8–9 PM, then gradually tapering off after midnight. The activity closely aligns with nfl kickoff conversations on social media.

Mentions of the NFL, Dallas Tigers, or Philadelphia Eagles during the NFL Kickoff game; Talkwalker Social Listening.

Of the 330,000 mentions of the game, the catalyst spike hit in the first minutes, peaking at 26,500 mentions between 8:15 and 8:30 p.m. While only 1,700 directly mentioned spit (6.4%), another 4,500 referenced the incident. More than 15% described the action as “dumb” or “stupid.”

The virtuous circle

Once media outlets saw fans discussing the incident, coverage snowballed. Media mentions then lifted overall conversations.

Stacked area chart comparing two datasets during nfl kickoff. The green shaded area shows a brief spike slightly above the larger blue area, indicating one group had more results right after 8 PM on September 4. Both lines decline steadily post-kickoff.

Mentions of the NFL Kickoff game (blue) and Jalen Carter (green); Talkwalker Social Listening.

This surge came just minutes after the event. Mentions of Carter’s name spiked slightly later, hitting 32,700 between 8:30 and 8:45 p.m.

By then, fans and the media were feeding off each other, sharing posts and boosting overall engagement with the story.

The story evolved again at 11 p.m., when Spitgate gained traction as fans claimed Dak Prescott spat first. Memes soon followed.

The backlash

At this point, things weren’t looking great for anyone. Conversations around Carter, Prescott, and the game overall dropped into negative sentiment. The incident overshadowed what should have been a celebration of the sport and a season highlight.

From a fan perspective, Carter got the most flak.

Line chart tracking net sentiment over time from September 4 to September 9. Three sentiment lines fluctuate across a neutral baseline, showing a modest positive shift around September 8, following the nfl kickoff event.

The net sentiment of mentions of Spitgate (purple), and segmented by fan base, Eagles (silver) and Cowboys (green); Talkwalker Social Listening.

Eagles fans viewed Spitgate more positively than Cowboys fans, but overall sentiment dropped.

The status quo

With Carter fined (but not suspended), the NFL has shifted focus back to positive stories. Spikes from the opener have subsided, and general conversation levels have normalized.

Stacked area chart showing volume of results over time from September 4 to 10. Major spikes on September 5 and 7 suggest peak discussion moments surrounding nfl kickoff and early season games. The red shaded area indicates overall mentions, with blue peaks highlighting specific conversation clusters.

Mentions of the NFL (red), the Dallas Cowboys (blue), and the Philadelphia Eagles (green) from September 4th to September 10th; Talkwalker Social Listening.

New catalysts

After Spitgate coverage quieted down, new catalysts quickly emerged.

The Buffalo Bills comeback

The Buffalo Bills staged a record-breaking 4th-quarter rally, overcoming a 15-point deficit to beat the Ravens 41–40 — the first team in NFL history to win while trailing by at least 15 with only four minutes left.

Mentions of the Bills spiked to 85,800, with Josh Allen credited for much of the success. Mentions of his name hit 29,300.

Rodgers'revenge

It was also an amazing weekend for Aaron Rodgers, who led the Steelers to a 34-32 win over the Jets, his former team — and over a coaching staff that fired him last year after a disastrous two seasons.

Fans rallied behind him, boosting mentions and sentiment. 

Key metrics dashboard for Aaron Rodgers during the nfl kickoff week. Highlights include 84.4K results (up 340.8%), 2M engagements (up 312%), 36.6% positive sentiment vs 15% negative, and a massive potential reach of 49.4B (up 140.7%).

Rodgers was more than satisfied with the results. “I was happy to beat everybody associated with the Jets,” he said.

New markets, new conversations

One highlight to look forward to in the coming weeks is the Pittsburgh Steelers vs. Minnesota Vikings matchup at Croke Park in Dublin, Ireland—part of the NFL International Series.

The event is more than just a game. It’s a chance to expand the sport’s reach, win over new fans, and make headlines beyond U.S. borders. The announcement alone sparked over 2,100 mentions, and the topic has generated nearly 10,000 mentions in the past 13 months.

So, why Ireland? The NFL already has strong traction there, with more than 84,000 NFL-related online conversations in the past year. Ireland now ranks among the top 20 countries driving NFL chatter globally, making it a natural stage for the league to deepen engagement.

The game won’t just showcase football to Irish fans — it will also put Dublin in front of a U.S. audience, giving the city a global marketing moment of its own.

Brands are jumping on the opportunity, too. Kellogg’s is using the occasion to connect with fan bases in both countries, bringing its Pop-Tarts brand into the spotlight with an NFL partnership at the game. What exactly do they have planned? We’ll have to wait and see.

What can brands learn from the 2025 NFL Kickoff?

Marketing, like football, is fast-paced, dramatic, and full of momentum shifts. 

The 2025 NFL Kickoff showed us just how quickly conversations can ignite and evolve. We’ll use this example to discuss how brands can use social listening to stay ahead.

Get in before the snap

When it comes to trends and buzzworthiness, stories move fast. Very fast. 

The media were reporting on Spitgate within minutes of it happening. Fan sentiment shifted throughout the game as new information and replays surfaced.

Marketing lesson: Trust social listening to keep you on top of key conversations as they unfold. It helps you respond in real time, adapt to shifts in sentiment and topics, and fine-tune your messaging to stay relevant and impactful.

Watch the Red Zone (and Green Zone)

It’s not enough to track conversation spikes — you also need to track sentiment spikes.

For example, looking at four key players from the kickoff week — Jalen Carter, Dak Prescott, Aaron Rodgers, and Josh Allen — Carter drove the highest mentions with 218.8k. At first glance, that volume might suggest that his story is the one to engage with.

Two-panel chart: Top: Multi-colored stacked area chart tracking mentions over time across different topics or entities from September 4 to 10. The nfl kickoff peak appears on September 5, followed by other trends across the week. Bottom: Corresponding net sentiment chart showing varied emotional response, with some positivity around September 7–8, possibly reflecting reactions to nfl kickoff results.

Mentions and net sentiment of key NFL players over 7 days, Jalen Carter (green), Dak Prescott (silver), Aaron Rodgers (gold) and Josh Allen (red); Talkwalker Social Listening.

But sentiment analysis adds important context. Carter’s sentiment remained consistently low compared to the others.

A dive into positive mentions reveals an even clearer picture — Josh Allen dominated, generating the most positive buzz. That’s the type of story your brand should get behind.

Detailed area chart illustrating results over time for different topics between September 4 and 10. Notable rise in activity on September 7 and peak on September 8 likely tied to post-nfl kickoff engagement. Each color band represents a different topic or entity.

Positive mentions of key NFL players over 7 days, Jalen Carter (green), Dak Prescott (silver), Aaron Rodgers (gold), and Josh Allen (red); Talkwalker Social Listening. 

And keep an eye on Rodgers, who’s likely to secure more sponsorship or partnership deals soon!

Marketing lesson: Look for both positive and negative spikes around your brand and relevant events.

• Positive spikes highlight big wins — opportunities to connect your brand with stories of heroics and comebacks.

• Negative spikes can also be valuable. Anger drives engagement, and conflict captures attention. These stories can inspire loyalty campaigns or even bold competitor callouts.

The scrimmage is where the drama happens

The back-and-forth of online conversations mirrors the tension at the line of scrimmage. To truly understand what’s unfolding, you need to track conversations in detail.

Marketing lesson: Dive into conversations at a local level. Social listening helps you:

• Spot new markets and white space opportunities.

• Identify cities or regions where your marketing isn’t landing.

• Personalize messaging to resonate with specific communities and new audiences.

Draft in new options to expand opportunities

The NFL’s international expansion highlights how the league is using games to engage fresh markets. 

Marketing lesson: Explore your audiences in depth to expand reach and engagement. Big events open the door to new markets, cultural crossovers, and brand activations that connect across borders.

Understanding online conversations will help you score big with your audience. With Talkwalker, you’ll know exactly what’s trending in your industry, whether it’s sports, consumer goods, or entertainment. To learn more about social listening and to see what’s trending with your audience right now, book a free Talkwalker demo today.

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