2024 NFL Kickoff to Spotlight Dozens of Creators across North and South America
NFL and YouTube Continue “Creator of the Week” and “Access Pass” Programs, providing creators with exclusive access to weekly games, major events and NFL footage
NEW YORK — Sept. 3, 2024 — Creators will return as a hallmark of the 2024 NFL season, bringing unrivaled social media content to football fans around the world. As individuals who create and produce engaging social content for their channels, creators within fashion, food, gaming, comedy and more will receive exclusive, behind-the-scenes access to weekly games and major events, celebrating the lifestyle around football throughout the year.
“Creators will return as part of our core strategy, playing a critical role in how we authentically connect with young fans in new and exciting ways,” said Ian Trombetta, NFL senior vice president, social, influencer and content marketing. “There’s never been a better time for the league and our partners to embrace creator-driven storytelling, and through expanded and exclusive access to our weekly games, major events and NFL footage this season, we’re empowering more creators to push the boundaries of traditional game-day posts to their sizable audiences. In doing so, we will deliver more creator content than ever throughout Kickoff, while also offering unique NFL content on a weekly basis with new and existing fans around the globe all season long.”
2024 NFL Kickoff Presented by YouTube TV
Creators will be a prominent part of 2024 NFL Kickoff presented by YouTube TV, set to be the biggest Kickoff weekend ever with four days of games and global events. To celebrate the first game on Thursday, Sept. 5, featuring the reigning Super Bowl champions, the Kansas City Chiefs hosting the Baltimore Ravens, the home team will bring YouTube star Funny Marco and comedian and actor Desi Banks to the Chiefs official kickoff pregame show – the World’s Largest Tailgate.
On Friday night, the Green Bay Packers will take on the Philadelphia Eagles in Corinthians Arena in São Paulo, Brazil, and the NFL will bring in several creators to highlight the league’s first-ever game in South America. Top global streamer IShowSpeedwill have exclusive pre- and post-game access; Pro football Player and creator Deestroying will host his signature 1ON1 competition with local football clubs in São Paulo; and world-famous Brazilian streamer Casimiro will host an unprecedented livestream of the game from Corinthians Arena via his CazeTV channel on YouTube and Amazon Prime Video. Fans in the U.S. can stream the game exclusively on Peacock at 8:15 p.m. ET.
NBCUniversal’s Transcontinental Tailgate
As the media partner for the Thursday, Friday, and Sunday night games, NBCUniversal will unveil its Transcontinental Tailgate, the world’s first 4-day, 3-game, 2-continent, creator-fueled, interactive experience.
Traveling more than 10,000 miles across North and South America, creators Allison Kuch, Jack “Chef Cuso” Mancuso, Erika Priscilla, JoJo Sim, Austin Sprinz, Pierson Wodzynski and Nate Wyattwill embark on a dream trip across two continents to see three games in one weekend: Baltimore Ravens at Kansas City Chiefs on Thursday, Green Bay Packers at Philadelphia Eagles in São Paulo, Brazil, on Friday, and Los Angeles Rams at Detroit Lions on Sunday Night Football. With access to stadiums, teams, players and celebrity superfans, creators will capture every moment of the experience, completing fun and hilarious challenges at each stadium along the way and sharing content to their more than 65 million combined.
YouTube Partnership
The NFL and YouTube will continue the highly successful “Creator of the Week” program for a second season. Through close club collaboration, the program hosts notable YouTube creators at games each week and provides fun, unique game experiences and unparalleled, exclusive access that can will be showcased to their fans. The year’s program will feature Funny Marco,Adam W, Josh “Bru” Brubaker,Evelyn Gonzalez,The Ocky Way,Anwar Jibawiand The Can Family, to name a few.
Building on last year’s success, which produced YouTube Shorts with more than 51 million views, this season’s “Creator of the Week” program will expand club partnerships and increase creator access at games, providing more diverse content capture opportunities. New this year, creators will receive additional access to practice and training facilities and other behind-the-scenes points during the week leading up to gameday. The league has also added 10 new clubs to the program this season, bringing the total participating teams to 30.
“YouTube’s partnership with the NFL is a testament to the evolving landscape of sports entertainment. Together we’re empowering creators to become the storytellers of the NFL, offering fans a unique and authentic look at the game through their eyes” said Angela Courtin, YouTube’s vice president, marketing, creative and connected TV. “Through programs like ‘Creator of the Week’ and ‘Access Pass’, we’re tapping into the creativity and energy of the YouTube community to foster a vibrant ecosystem where creators and fans can connect, engage, and celebrate the sport they love. We’re thrilled to continue this journey with the NFL and can’t wait to witness the incredible content that emerges this season.”
Highlights from the inaugural program in 2023 include Shorts from Matt Stonie, Matt & Abby, Adam W & Max Goodrichand Jimmy Darts.
“As a YouTube Creator, it’s amazing to see the NFL embrace creators in such a massive way and give us the opportunity to bring our unique perspectives to the game. Last season, the YouTube and NFL Sunday Ticket partnership unlocked unforgettable experiences for me, like going to games and shooting content with my favorite players,” said YouTube Creator AdamW. “This year, I’m excited to bring my energy and creativity to the field in a new way and show my YouTube audience what it’s like to experience the game up close and personal.”
Follow the NFL Creator of the Week every week to see content and unique perspectives these creators will bring to the game all season long.
In addition to “Creator of the Week,” YouTube’s “Access Pass” program will return, offering creators the opportunity to immerse viewers even deeper into football culture through access to NFL footage to use in their content, as well as special access at NFL major events ー including Super Bowl, Pro Bowl Games, NFL Draft, NFL Combine, and more. Last season with Access Pass, YouTube creators like Mark Rober brought their tens of millions of subscribers behind the scenes of some of the NFL’s marquee moments. Rober’s YouTube Short from the Super Bowl alone garnered 80+ million lifetime views.
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