HOW TO USE THIS KIT
Welcome to the 2026 NFL Draft “PicksBURGH” Partner Toolkit— a guide to preparing your business to shine when the world comes to Pittsburgh, April 23-25, 2026.
Defined by grit, authenticity, reinvention, and teamwork, Pittsburgh is a place that honors its past while forging the future. Our legacy of generosity, creativity, and community fuels breakthrough industries—from steel and energy to robotics, AI, and the arts—making Pittsburgh a place where new ideas take shape and bold thinkers thrive.
As the City that Built America, Pittsburgh continues to surprise and inspire—producing innovators, cultural tastemakers, and champions whose influence stretches far beyond our hills. Set against a backdrop of rivers, bridges, and a skyline shaped by ingenuity, our city’s enduring spirit shines brightest in its passion for football. Hosting the NFL Draft is a natural extension of who we are—and how we show up on the world stage.
Inside this toolkit, you’ll find resources to help you make the most of this moment—along with how to prepare, how to engage fans responsibility and how to avoid common pitfalls. While the information included within is specific to the NFL Draft, we encourage you to keep this resource handy and apply it as best practices for future events coming to the city.
Together, we have an opportunity to forge what’s next— turning a historic sporting moment into lasting impact for our businesses, neighborhoods, and region.
WHAT IS THE NFL DRAFT?
THE NFL DRAFT IS A THREE DAY EVENT WHERE ALL 32 TEAMS IN THE LEAGUE HAVE THE OPPORTUNITY TO ADD SOME OF THE MOST TALENTED AND PROMISING COLLEGE FOOTBALL PLAYERS TO THEIR ROSTER.
A team’s draft position is in reverse correlation with their previous season’s success, so our Pittsburgh Steelers have the No. 21 overall pick in the first round.
Fans and visitors alike can watch the Draft at the Draft theater on Pittsburgh’s North Shore, or at a designated viewing area within the NFL Fan Experience at Point State Park. The event is free, but fans should sign up to attend using the NFL OnePass app.
For the most up-to-date NFL Draft information, including traffic plans, site maps, activations and an interactive Guide to Pittsburgh, download the NFL OnePass app.
Pittsburgh Steelers
WHAT IS PicksBURGH?
AS DRAFT WEEK APPROACHES, THE CITY WILL TEMPORARILY TRANSFORM FROM PITTSBURGH TO “PICKSBURGH,” A LOCAL ACTIVATION PLATFORM
DESIGNED TO CELEBRATE THE PEOPLE, PLACES AND BUSINESSES THAT TOGETHER WILL FORGE AN UNFORGETTABLE DRAFT EXPERIENCE FOR FANS.
Developed to complement the official NFL Draft brand, “PicksBURGH” will serve as a unifying banner across the city – from Downtown to the North Shore and even beyond the Draft footprint. It will highlight “local picks,” including neighborhood events, restaurants, retailers and fan activations happening across the region throughout Draft Week.
Through signage, partner promotions and on-the-ground activations, “PicksBURGH” will elevate experiences happening beyond the official NFL footprint and schedule, ensuring Draft excitement is felt across the region and driving meaningful economic impact for local businesses. THAT’S WHERE YOU COME IN.
DOS AND DON’TS FOR NFL DRAFT VERBIAGE
WE ENCOURAGE YOU TO MAKE THE MOST OF THE INCREASED NUMBER OF VISITORS COMING TO PITTSBURGH FOR THE NFL DRAFT. WITH THAT SAID, HERE ARE A FEW GROUND RULES:
DO DON’T
• Offer football-themed specials
• Run special promotions and deals
• Host events like watch parties, footballthemed trivia, bar games, etc.
• Take advantage of advertising opportunities and experiences with VisitPITTSBURGH
• Utilize this photo below to add text and promote your deals and events
DOWNLOAD THIS PHOTO
• Use the “NFL Draft,” “NFL” or any professional NFL team logos in any of your promotions, print materials or social media posts. This is a time to let your unique brand shine. General sports, fan and football-themed imagery is fine, but do not use anything that you do not own the copyright to or have permission to use.
• Imply that your event, deal or offer is endorsed, sponsored, hosted by or affiliated with the NFL.
SOCIAL MEDIA CHANNELS FOR THE DRAFT
WHAT CHANNELS TO FOCUS ON?
We recommend focusing on Facebook, Instagram and X (formerly known as Twitter) for Draft posts. If you’re comfortable creating and posting video content, we recommend utilizing TikTok and YouTube Shorts as well.
RECOMMENDED POST IDEAS
• Single photo posts (Instagram, X and Facebook)
• Photo carousels (Instagram and TikTok)
• 15- to 30-second videos (Instagram, Facebook, TikTok and YouTube Shorts)
• 30- to 60-second videos with voiceover (Instagram, Facebook, TikTok and YouTube Shorts)
POST CONTENT / TOPICS
• In preparation for the Draft, we encourage you to brainstorm how to promote the activations, specials and unique opportunities your business may have leading up to and during the Draft. Some fun ideas we’ve seen businesses consider include themed drinks, food, and watch-parties.
• We also recommend increasing the promotion of your normal products, experiences, events, etc. as all eyes will be on Pittsburgh.
EXAMPLE: UTILIZE THEMED OFFERINGS TO PROMOTE YOUR BUSINESS
Using the caption to show your #PicksBURGH Picks!
SOCIAL MEDIA CHANNELS FOR THE DRAFT
WHEN TO POST
• We recommend promoting your business and Draft activations as early as possible before the Draft, as well as creating posts in the days leading up to and during April 23-25. Best practices include posting earlier in the morning (8-11 a.m.) or later in the evening (5-8 p.m.) when users are most active.
• Consider posting 1-2 times a week in March, every day during April leading up to the Draft and 2-3 times per day during the Draft, April 23-25.
POST ORIENTATIONS / SIZING
• We recommend 4:5 photos and 9:16 videos across all platforms for aspect ratio.
• Make sure photos are not pixelated or grainy — a minimum of 1,000 pixels is recommended.
HELPFUL TIPS
• Video content captured on an iPhone or similar device is recommended (social media algorithms prefer mobile-first content).
• Focus on photos/videos featuring fans enjoying your business and your themed Draft offerings (food, drinks, merchandise).
• Like and reply to every comment you receive on your platforms.
• Make sure you’re following the social media pages for the NFL, VisitPITTSBURGH, and the Pittsburgh Steelers.
• Tag the location of your business in your Instagram posts, so fans know where to go.
• Utilize the story feature on Instagram to further amplify your content.
• With video posts, consider using trending audio as a way to engage fans.
Pittsburgh Steelers
SOCIAL MEDIA CHANNELS FOR THE DRAFT
PROFILE TIPS
• Update the bio information in your social media profiles to include the correct hours for Draft week and an active link to your website.
• Upload a high-quality profile picture of your business logo.
• Check your account analytics for insights into your audience breakdown.
FUN ENGAGEMENT IDEAS
• Do an Instagram or TikTok livestream.
• Consider doing a giveaway on your platforms to promote excitement/engagement.
• Utilize the Instagram story highlight feature to save your stories in fun groups.
HASHTAGS
Use the hashtag #PicksBURGH on your posts.
TIP:
Change your logo to the PicksBURGH brand colors that include iconic gold, bridge yellow, three rivers blue, or pop pink.
TIP:
Use a service like LinkTree to include multiple links in your profile bios.
GETTING YOUR
WEBSITE READY FOR THE DRAFT
LANDING PAGE WITH OFFER / EVENT DETAILS
• One of the most important things you can do before the Draft, or any event, is to make sure your website is up to date. This includes having a current calendar of special events you are hosting, a listing of current menus and, most importantly, accurate hours of operation and contact information. You should also include links to your social media handles on your website.
• Update your Google Business Profile to make sure your hours, address, phone number and website are up to date. For many visitors, this is the first place they go to get information. It is incredibly important that what’s listed here is accurate. You can learn how to make edits here.
TIP:
Always double-check that your social media icons are working without error and link to your page, not another business.
NEWSLETTER / EMAIL
• If you have an email newsletter, this is a great way to spread awareness about any specials or events you’ll be having during Draft week. Be sure to include photos and a call-toaction to capture the reader’s attention.
• If you don’t have an email newsletter, this is a great time to start. You can send free emails with programs like Mailchimp, Constant Contact and Brevo.
Dustin McGrew
WHAT NFL DRAFT FANS LIKE
WHAT ARE NFL FANS LOOKING FOR?
Aside from their obvious love and enthusiasm for the game, fans in town will be excited about coming together with other fan bases to celebrate the promising prospects. They might be looking for stadium-style food, celebratory drinks, football merchandise or interactive fan experiences.
More than anything else, a football fan loves their team. Fans from teams across the country will be in town, and they’ll be looking for a place to congregate. Consider making your spot the official hub for another team in the league. For example, you could make your establishment THE go-to spot for Green Bay Packers fans during NFL Draft weekend. While some businesses may choose to host visiting fan bases, many will also lean into Pittsburgh’s football culture with a lean into black-and-gold. Coordinate with your neighbors and gamify your theme. Who can bring the most visitors into this home-away-from-home in Pittsburgh? How do you find your sweet spot?
This is your time to lean into your niche. Are you known for your amazing wings? Consider branding your restaurant as a home-away-from-home for Buffalo Bills fans. Are you a bar or restaurant that feature an impressive listing of beers on tap, lean into “draft” messaging.
THIS IS YOUR CHANCE TO BE CREATIVE, THINK OUTSIDE OF THE BOX AND HAVE FUN WITH THE POSSIBILITIES!
CLICK HERE TO ACCESS OUR DIGITAL SIGNAGE TOOLKIT
These assets were developed for you, our local business partners, for free and unrestricted use.
Pittsburgh Steelers
WHAT NFL DRAFT FANS LIKE
WHAT IF YOUR BUSINESS DOESN’T APPEAL TO THE TYPICAL SPORTS FAN?
That is okay. There are two ways to approach this week. First, not every business is ideally suited to the audience interested in the Draft. This could be a good week to work with your existing customer base to offer them an escape from the football festival.
Conversely, you could lean in and get creative with your offerings to attract family and friends of the fanatic committed to watching every moment of the NFL Draft. Spas and salons can lean into running specials outside of the event timeslot, thinking along the lines of self-care before your team is on the clock. Businesses that cater to children or families can utilize the morning and early afternoon of Thursday and Friday to feature family playtime before the picks roll in.
HOW TO TAKE ADVANTAGE WHEN YOU’RE AN HOUR FROM PITTSBURGH
Yes, the NFL Draft is happening in Downtown Pittsburgh and along the North Shore, but benefits will be felt throughout the whole Southwestern Pennsylvania region. While foot traffic may not be as large as it will be for businesses just outside of the event campus, many attendees will be utilizing lodging and transportation accommodations across Allegheny County and beyond, looking for offerings from businesses close to where they are staying or parking—so this guide is perfect for you as well.
PROMOTION RESOURCES
VISITPITTSBURGH’S EVENTS CALENDAR IS ONE OF TOP VIEWED PAGES ON THE WEBSITE—AND IT’S FREE TO SUBMIT YOUR EVENT! DON’T MISS OUT ON THIS EXPOSURE OPPORTUNITY.
SUBMIT YOUR EVENT HERE
For the NFL Draft and beyond, VisitPITTSBURGH is the one-stop-shop for visitors to discover things to do, where to stay, and how to immerse themselves in the authentic Pittsburgh experience.
GET STARTED HERE
VisitPITTSBURH will be promoting local offers and events exclusively for NFL Draft weekend on our microsite NFLDraftPittsburgh.com.
Craft your experience by taking what you’ve learned from the PicksBURGH Partner Toolkit and using it to create a deal, discount or event that is tailored to your business. A link to these experiences will be sent to thousands of subscribers who opted in to receive our NFL Draft updates.
PROMOTION RESOURCES
VisitPITTSBURGH’s partnership and marketing programs offer valuable sales, marketing, and promotional exposure to the highly sought-after visitor and meetings market. As the official information source for tourists, event planners, and visitors exploring Allegheny County, our publications and website ensure maximum visibility. Our Partnership team can tailor a program specifically suited to your business needs and budget, helping you connect with your target audience more effectively! As a partner-based organization, we provide strategic resources and valuable exposure to local businesses that want to target visitors.
HELPFUL RESOURCES
THERE ARE MANY LOCAL RESOURCES YOU CAN TAP INTO IF YOU NEED MORE HELP GETTING YOUR MARKETING PLAN READY FOR THE NFL DRAFT. PLEASE CONSIDER ANY OF THE FOLLOWING FOR ADDITIONAL ASSISTANCE, BASED ON WHAT IS RELEVANT TO YOUR LOCATION/BUSINESS TYPE.
THE MINORITY, WOMEN, AND DISADVANTAGED BUSINESS ENTERPRISES (MWDBE) PROGRAM provides opportunities for minority, women, and disadvantaged business enterprises (MBEs, WBEs, and DBEs) to participate in county contracts, become certified with the Pennsylvania Unified Certification Program (PA UCP), and provide services and resources to help these entities grow their businesses.
GREATER PITTSBURGH CHAMBER OF COMMERCE serves as the advocate at all levels of government to secure public sector investment and legislative and regulatory improvements for the business community in Pittsburgh’s 10-county region.
BLACK BUSINESS PITTSBURGH is an organization that works to elevate Black-owned businesses in and around the Pittsburgh area with networking events, educational panels, and entrepreneur support through the EntrepreNOIR Institute.
AFRICAN AMERICAN CHAMBER OF COMMERCE OF WESTERN PENNSYLVANIA promotes access and business opportunities for small business owners and professionals throughout the region.
THREE RIVERS BUSINESS ALLIANCE (3RBA) is a business advocacy organization dedicated to making the Pittsburgh/Greater Allegheny Region an influential and diverse business community for people of all genders and sexualities (LGBTQIA+) by promoting economic development and growth.
VisitPITTSBURGH PARTNERS ARE ENCOURAGED TO WORK TOGETHER TO SUPPORT EACH OTHER DURING LARGE EVENT WEEKENDS. THIS MIGHT LOOK LIKE OFFERING SERVICE DISCOUNTS TO FELLOW VISITPITTSBURGH MEMBERS OR PARTNERING FOR WATCH PARTIES AND SPECIAL EVENTS.
Pittsburgh Steelers
Dustin McGrew