Los Angeles Chargers quarterback Justin Herbert and his fiancée, pop star Madison Beer, were observed holding hands as they walked across the field after the team's joint practice with the San Francisco 49ers on Tuesday at The Bolt in El Segundo.
Herbert, who has historically maintained a private personal life, has been more visible with Beer since they announced their engagement on July 28. Their engagement announcement post garnered nearly 7 million likes on Instagram, and the couple has since been frequently seen together after Chargers practices, with videos of their public displays of affection circulating widely.
This trend of athletes' relationships being highlighted is not unique to Herbert and Beer. Other NFL players, such as Giants quarterback Jaxson Dart with his girlfriend Marissa Ayers and Bengals star Joe Burrow with his girlfriend Olivia Ponton, have also been seen with their partners at training camps.
While families and partners attending training camp is a long-standing tradition, the increased visibility and viral nature of these moments have become more pronounced in recent years. The NFL is reportedly embracing this content as part of a strategy to connect with female and younger audiences. According to Ian Trombetta, Senior Vice President of Social and Influencer Marketing for the NFL, these moments involving players' loved ones are emphasized because they are seen as authentic, genuine, and relatable.
The league appears to be capitalizing on the broad appeal demonstrated by the high-profile romance between Travis Kelce and Taylor Swift, which significantly expanded the audience for American football. The NFL recognizes the value of prominent personal relationships in conjunction with on-field rivalries to engage diverse fan bases.