Chiefs vs. Everybody: Embracing the Villain Role in Marketing

By Theresa Schempp

February 25, 2025

News |
Business

The Kansas City Chiefs were once one of the NFL’s underdog teams. While they competed in the first Super Bowl in 1967 and won it in 1970, they then went the next 50 years without making it to the big game. Finally, in 2020, the Chiefs reached the Super Bowl and achieved a historic win against the San Francisco 49ers. The Chiefs have now competed in five out of the last six Super Bowl games.

One might expect the rise from underdogs to reigning Super Bowl champions to be considered an unmitigated success, but the reality is much more nuanced. , fueled in part by a constant social media swarm of people discussing how “unlikeable” they find the team.

While many factors affect opinions of NFL teams – like fans of division rivals often dislike each other - marketing can contribute to public perception. Overexposure of a specific brand or advertisement can lead to negative impacts. According to the , ads that are proven to be highly effective in driving sales, but are shown too frequently to consumers, will cause many consumers to prefer to opt out of the ads.

“When consumers see a brand or message too frequently, they can become overwhelmed and even desensitized,” said Sandeep Patnaik, portfolio director of marketing at ��Ƶ (UMGC). “This can lead them to ‘tune out’ the brand, diminishing its impact and potentially creating negative associations.”

Why Do People Prefer Underdog Teams?

The classic “David versus Goliath” narrative is deeply ingrained in culture. As Patnaik explains, when fans see a smaller, less-resourced team challenging a powerhouse, it activates a compelling psychological framework that makes the competition more engaging.

“A study by found that people are drawn to underdog teams because they perceive them as working harder and overcoming greater obstacles,” said Patnaik. “This aligns with a sense of fairness and the human desire to support those battling adversity.”

Many NFL teams have used the “underdog marketing” to their advantage and have garnered a loyal fanbase.

“From a marketing perspective, underdog teams and brands can leverage their underdog status by emphasizing their struggles, highlighting their determination, and positioning themselves as fighters who refuse to back down,” said Patnaik. “This fosters stronger emotional connections with fans compared to dominant teams with polished, corporate images.”

For example, the Washington Commanders, who have struggled to win since their 1991 Super Bowl run, had their best season in decades in 2025 and excited a group of fans who have followed them for years despite their less-than-stellar streak. The same situation also occurred this year with the Buffalo Bills, and many hoped to see either the Commanders or Bills make it to the Super Bowl as this year’s underdogs.

“When the Chiefs were considered underdogs, they embodied this aspirational narrative, resonating with fans who related to their journey,” said Patnaik. “This underdog positioning also strengthened fan loyalty, as supporters felt personally invested in the team’s rise to success.”

However, what happens when David becomes Goliath?

The Double-Edged Sword of Success

There is no doubt that for a football team to make it to the Super Bowl, they must be one of the best teams in the league. They must compete in 17 games against other teams in varying weather conditions, deal with unexpected injuries and team changes, and many watch their season come to an end before the playoffs. If the Chiefs proved this year that they were a dominant football team, why is the public upset with their hard-earned victories?

“Prolonged dominance can be perceived as arrogance, shifting a team from being the scrappy challenger to the established powerhouse,” said Patnaik. “The Kansas City Chiefs’ pursuit of a three-peat (winning three consecutive Super Bowls) has led many neutral fans to root against them.”

This phenomenon is not new, especially within the NFL. The New England Patriots were a dominant team in the NFL for years and have won the Super Bowl six times. As time went on, many football fans grew tired of their winning streak, and many rooted for the team playing against the Patriots, regardless of if they liked the team or not.

“Initial admiration for the Patriots and their excellence gradually turned into fatigue and resentment from other fanbases. Many neutrals began actively cheering for their opponents,” said Patnaik. “The Patriots’ dynasty illustrates how sustained success can be a paradox—while winning builds a dedicated fanbase, it can also generate widespread resentment.”

Additionally, heightened success brings intense media scrutiny. A dominant team’s flaws are magnified, particularly in the social media age.

“For example, the Patriots lost significant goodwill due to the ‘deflategate’ scandal—allegations that they deliberately deflated footballs,” said Patnaik. “This controversy likely wouldn’t have garnered as much attention had it involved a less successful team.”

Overexposure, Fan Fatigue & Message Control

When it comes to marketing, it’s important for organizations to understand when their brand veers from awareness into overexposure. This fine line is often met with a decrease in sales or negative reactions from consumers. The Chiefs and their continued success on the field since 2020 have .

“Disney's Frozen became a victim of its own success when the market was flooded with merchandise, leading to what was termed ‘Frozen fatigue.’ As a result, oversaturation negatively impacted merchandise sales in subsequent years,” said Patnaik. “A similar phenomenon, often called ‘message burnout,’ can occur with celebrity endorsements when the novelty wears off, causing audiences to disengage.”

The Chiefs have had to deal with their share of celebrity endorsements that have caused some negative impacts, such as fans’ behavior toward the public relationship between tight end Travis Kelce and singer/songwriter Taylor Swift. The publicity surrounding Swift’s celebrity presence at football games has had both positive and negative impacts on the Chiefs’ marketing.

“Taylor Swift has undeniably boosted NFL viewership and media exposure, but her presence has also drawn pushback from traditional football fans who feel the sport is being overshadowed by celebrity culture,” said Patnaik. “The biggest challenge for the Chiefs is message control. The intense media focus on Swift makes it harder for the team to shape its own narrative and marketing efforts. Post-game discussions on social media often revolve around Swift-related stories rather than the team’s achievements.”

While many think of Swift and Kelce as a prime example of overexposure in marketing, the overall impact has remained a net positive for both the NFL and the Chiefs.

“The drawbacks are significantly outweighed by increased audience engagement, merchandise sales, and global visibility,” said Patnaik. “Notably, Swift’s brand has also remained largely intact, even though she was booed by some fans during the Super Bowl.”

Anti-Hero Marketing

Now that the Chiefs have established their status as a successful team in their own right, they may need to pivot in their marketing strategy. Where they used their underdog status to their advantage in the past, they may consider moving forward with a “villain” or “anti-hero” marketing strategy, leaning into the public opinion and using it in their favor.

“’Villain’ or ‘anti-hero’ marketing can be beneficial, as it turns a negative perception into a strategic asset. This approach creates a compelling narrative that fuels engagement.” said Patnaik. “Teams that embrace their ‘villain’ status often become central to dramatic storylines that attract viewership and media attention. A historical example is the ‘Bad Boy’ Detroit Pistons of the late 1980s, who leveraged their tough, physical playing style to build a distinct brand identity.”

Adopting an “us against the world” mentality can also strengthen a team’s connection with its core fanbase. During their 2017 Super Bowl run, the Philadelphia Eagles embraced their underdog status by and with chants like “Nobody likes us, we don’t care" and "We’re all we got, we’re all we need," further galvanizing their supporters.

“This strategy requires careful execution,” Patnaik warned. “The key is to be provocative enough to maintain intrigue without alienating sponsors or damaging long-term brand value. The villain persona must feel authentic rather than artificially manufactured.”

The Chiefs embracing an anti-hero marketing approach could involve several strategies. The key would be to maintain their professional image while adding an edge that acknowledges their new status in the league. They could also leverage their existing partnerships and star power, including the Swift connection, to create a narrative about breaking traditional NFL paradigms and creating a new kind of dynasty.

There were many fans who were thrilled that the Eagles gained a big victory over the Chiefs in the 2025 Super Bowl. With this win, the question arises: Will the Chiefs marketing try to play the underdog again, or will they lean into the anti-hero narrative for the seasons to come? Guess we will find out this fall.

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