The Los Angeles Rams have become one of the NFL’s most recognizable and dynamic brands. Through a combination of strategic marketing, strong visual identity, cultural relevance, data-driven fan engagement, and championship-level performance, the Rams have reinvigorated an entire region’s passion for football. Whether fans are reading up on Super Bowl MVP bets on DraftKings or cheering on Stafford, Nacua and the rest of the roster, the Rams’ brand is stronger and more influential than ever. Here is a look at how the Rams built their brand from a marketing perspective.
Relocation and a Fresh Start
The modern Rams brand story begins with relocation. After spending over twenty years in St. Louis, the franchise returned to Los Angeles in 2016. This move to one of the world’s largest media markets presented both challenges and opportunities. In Los Angeles, the Rams had to rebuild local support and establish themselves as a marquee sports brand in a city crowded with entertainment options.
Instead of relying on legacy alone, the Rams embraced Los Angeles culture and invested in brand positioning that aligned with the city’s identity. Early marketing emphasized L.A.’s diversity, creativity, and entertainment heritage. The team didn’t just market football; it marketed a lifestyle that matched Southern California’s energy.
Visual Identity and Uniform Strategy
One of the first steps in brand redevelopment was a complete visual makeover. In 2017, the Rams unveiled new uniforms and a redesigned logo that reflected a sleeker, more modern aesthetic. The team’s blue and gold color scheme was updated with bold metallic tones and gradients that looked more contemporary.
Uniform changes are often divisive among fans, but the Rams used this moment as a brand activation opportunity. They held reveal events, created social media teasers, and engaged fans with behind-the-scenes content about the design process. The result was a wave of buzz and merchandise sales.
According to industry reports, the Rams ranked among the top teams in jersey sales following their rebranding, particularly when players like star receiver Cooper Kupp and quarterback Jared Goff were featured prominently.
Stadium and Fan Experience: SoFi Stadium
A major factor in the Rams’ brand was the opening of SoFi Stadium in Inglewood, California. The venue, shared with the Los Angeles Chargers, is one of the most advanced and visually striking sports facilities in the world. With its expansive video boards, luxury amenities, and architectural design, the stadium quickly became a symbol of the Rams’ new era.
SoFi Stadium is not just a place for football games. It is a destination for concerts, cultural events, and corporate experiences. The Rams leveraged this by marketing the stadium experience as part of the brand: tailgate culture, premium club experiences, and family-friendly game day activations all became part of the fan narrative.
Data from stadium attendance reports show that since opening, the Rams’ home games rank consistently in the league’s top ten for attendance, even when the team faced tough opponents or midseason slumps. The improved experience helped maintain fan engagement and loyalty.
Performance and Brand Momentum
Performance on the field is the glue that holds a brand together. The Rams saw a significant boost in brand value after consistent playoff appearances, culminating in a Super Bowl LVI victory in the 2021 season. Winning a championship in front of a home crowd at SoFi Stadium was a historic moment that elevated the Rams’ national profile.
Championship seasons have measurable marketing impacts. According to Forbes, teams that make deep playoff runs often see spikes in merchandise sales, digital engagement, jersey purchases, and sponsorship interest. The Rams were no exception. After their Super Bowl win, the Rams experienced record levels of social media growth, with follower increases in the millions across platforms like Instagram and Twitter.
Digital Engagement and Social Strategy
The Rams have been strategic about their digital presence, using a data-driven approach to fan engagement. Their social media team consistently delivers high-quality content tied to fan moments: player celebrations, behind-the-scenes in SoFi Stadium, player personalities, and community outreach.
During the 2025 season, the Rams’ social engagement rates were among the top five in the NFL, according to third-party analytics. This was driven in part by interactive content like polls, fan Q&A sessions, and highlight reels that performed well on mobile feeds.
The Rams also invested in content across platforms that skew younger, like TikTok and Snapchat. Short-form video featuring players, team culture, and humorous moments helped the franchise reach audiences who might not otherwise engage through traditional media. This has been key in converting casual observers into committed fans.
Community Outreach and Cultural Relevance
Effective branding requires more than performance and visuals. The Rams placed emphasis on community programs, education initiatives, and youth football outreach. Partnerships with local schools, charity events, and public service campaigns helped the Rams be seen as a civic partner in Los Angeles rather than just a sports team.
Marketing campaigns highlighted these efforts, reinforcing a brand that cares about social impact. In Los Angeles, a city defined by its neighborhoods and diverse population, community alignment is especially important for long-term brand loyalty.
Sponsorships and Corporate Partnerships
As the Rams’ profile grew, so did their corporate partnerships. The team aligned with brands that matched its image: entertainment companies, tech companies, lifestyle brands, and regional businesses. SoFi, the stadium’s naming partner, represents the kind of modern, forward-looking brand that fits the Rams’ identity in Southern California.
Other partnerships included digital tech platforms, apparel collaborations, and co-branded fan experiences that expanded reach beyond football audiences. These partnerships often included joint campaigns, shared promotions, and events that brought both brands into new consumer spaces.
Youth and Merchandise Strategy
Youth marketing has also been a strong area for the Rams. Recognizing that fandom often begins in childhood, the team created targeted youth content, kid-specific merchandise, and family-friendly event activations.
Merchandise sales data from the NFL indicate that licensed Rams apparel saw consistent growth year over year during the mid 2020s. Limited edition items, throwback jerseys, and player-centric gear contributed to these increases
The Los Angeles Rams have built their brand through careful planning, cultural alignment, strategic performance, and meaningful fan engagement. From a refreshed visual identity and SoFi Stadium’s impact to digital marketing excellence and community investment, the Rams have created a powerful and dynamic brand in one of the NFL’s most competitive markets.
Their journey shows that successful sports branding is not a single campaign or logo change. It is an ongoing process that integrates identity, storytelling, digital savvy, performance and community purpose. The Rams continue to leverage these elements to grow their fan base, deepen loyalty, and remain one of the NFL’s most influential franchises.
