Winning On and Off the Field With Kansas City Chiefs CMO Lara Krug
In this episode of The Speed of Culture podcast, step into the heart of Chiefs Kingdom with Lara Krug, the Kansas City Chiefs’ first-ever chief marketing officer, as she redefines what it means to build an iconic NFL brand.
Riding the momentum of Super Bowl victories and growing global influence, Lara is spearheading initiatives that transcend the field—making the Kansas City Chiefs synonymous with community, innovation, and unforgettable fan experiences.
Discover how bold storytelling, player partnerships, and cutting-edge content are expanding their reach and strengthening connections with fans worldwide.
“I think sponsorship plays a huge role in every sports organization, but when you get to the partnership level, that’s when the magic really starts to happen,” she tells Suz founder and host Matt Britton.
With over 15 years of experience at global brands like L’Oreal and AB InBev, Lara is a trailblazer in consumer engagement and brand building. Her strategic vision is propelling the Chiefs beyond the NFL, creating a legacy that redefines the intersection of sports, media, and culture.
Listen to Lara Krug on The Speed of Culture to see how the Kansas City Chiefs are redefining sports marketing and fan experiences.
Key takeaways:
[00:05:39] Sports as the Ultimate Community Builder — Chiefs Kingdom is more than just a fan base—it’s a family. Lara explains how the Kansas City Chiefs create a sense of belonging, with legendary tailgates starting the night before and a welcoming atmosphere that connects fans of all ages. Local traditions like “Red Fridays” and grocery stores closing early for games highlight the community’s deep bond with the team. The Chiefs’ inclusive culture turns game days into lifelong memories, fostering loyalty that spans generations.
[00:13:06] The Multifaceted Role of a CMO in the NFL — As CMO of the Kansas City Chiefs, Lara blends innovation and tradition to keep the brand thriving year-round. From creating The Franchise, a long-form YouTube series, to unique experiences like the holiday pop-up “Kingdom’s Greeting,” she’s transforming how fans connect with the team. Partnerships with global icons like Beyoncé and Taylor Swift for Arrowhead concerts and local community collaborations ensure Chiefs Kingdom stays relevant on and off the field, 365 days a year.
