“Champion” Brand Film Honors Youth Coaches Whose Inspiration, Words and Lessons Extend Far Beyond Field
With Christian McCaffrey, Michael Strahan and Cam Heyward, Cause Spot “You Are Special” Reminds Young People They Matter
NEW YORK — Feb. 8, 2026 — The NFL spotlights the transformative power of coaching and mentorship for future generations in its two Super Bowl commercials. “Champion,” the Super Bowl brand campaign that will debut during halftime, is an ode to youth coaches whose inspiration, words and lessons extend far beyond the field, while “You Are Special,” the league’s heartfelt cause spot highlighting Inspire Change, reminds young people that they matter.
“Great coaches don’t just build better athletes on the field – they help inspire and build better human beings, and that impact can stay with kids for a lifetime” said Tim Ellis, NFL chief marketing officer. “When kids are seen, recognized and believed in, it’s a superpower. That’s why we’re using our biggest platform of the year to honor the football coaches, mentors and teachers who empower future generations and strengthen communities.”
The 60-second brand film “Champion” opens with a young boy in his room, addressing his toys who look to him with hope in their eyes. His speech quickly crescendos in volume, and his passion is palpable among his toy listeners, as he emphatically repeats, “I am a champion.” The scene then transitions to the field, where that same young boy, adorned in a helmet and uniform, listens intently to his coach who delivers that same familiar “I am a champion” speech. The spot closes with, “Belief is a superpower. Thank you, coaches.”
While the NFL has previously featured star players, Legends, celebrities and creators in its brand campaigns, “Champion” signals a new approach to its brand commercial. The commercial, created in partnership with 72andSunny, noticeably does not include any star cameos and focuses purely on the power of youth coaching and how one moment of belief, delivered by a coach, can echo far beyond the field and last a lifetime. The speech itself was inspired by a real-life coaching scenario to authentically honor youth coaches and the often-invisible lessons they teach. The creative team also worked with NFL partners Hasbro, Disney, Mattel, FOCO, Funko Pop, GameChangers, Sporticulture, Fanatics Authentic and Open Road Brands to bring the boy’s toy audience to life.
The spot will air right before the Apple Music Super Bowl LX Halftime Show, and fans can visit PlayFootball.com/Coaching for more information to take the first step toward becoming a youth football coach.
Showcasing its ongoing commitment to empowering and supporting youth, the NFL also will air “You Are Special” during Super Bowl LX, a strategic build on last year’s Super Bowl LIX “Somebody” commercial celebrating the NFL’s dedication to fostering leadership, recognizing the positive impact of strong leaders, and encouraging today’s youths to see themselves as tomorrow’s leaders. Celebrating the power of feeling seen, valued and supported, “You Are Special” included a 30-second version that originally aired during Weeks 15 and 16 of the NFL season, while a 60-second version aired during Netflix Christmas games and again during Conference Championship games. The 30-second video will air during Super Bowl.
Inspired by the timeless warmth of Mr. Rogers and created with 72andSunny, the commercial features Michael Strahan, Cam Heyward and Christian McCaffrey, alongside children from Harlem Children’s Zone, the Boys and Girls Clubs of America, and SMASH, singing along to the iconic song “You Are Special.” All three organizations are Inspire Change grant partners supported by the NFL. The creative highlights the NFL Family’s ongoing commitment to investing in youth and communities nationwide.
Since 2017, the NFL Family has committed more than $460 million through Inspire Change to advance education, economic advancement, police-community relations, and criminal justice reform in communities across the country.
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