NFL Race to the End Zone Content Series Premieres with Star-Powered Matchups

“NFL Race to the End Zone is a dynamic, multi‑platform journey that puts our players side‑by‑side with top gaming creators and invites Gen Z and Gen Alpha fans into the heartbeat of our game,” said Ed Kiang, vice president of video games at the NFL. “As we continue to broaden our engagement with new and existing audiences, this collaboration strengthens our connection to gaming communities and showcases the passion and personalities of our athletes beyond the field.”

Optimized for YouTube and amplified across TikTok and Instagram, the 20-minute weekly episodes deliver an all-access pass to NFL fandom, with a gaming twist. Each episode places fans inside NFL clubhouses and city locations as players and creators face off in unexpected challenges, custom games and team hijinks. It all builds up to NFL Race to the End Zone LIVE, a 19-team Pro-Am tournament during Super Bowl LX week, where creators and NFL Legends play for bragging rights.

Episode one features Tampa Bay Buccaneers wide receiver Mike Evans facing off against creator and streamer Hannah Rose. Subsequent episodes tap NFL players such as Baltimore Ravens wide receiver Zay Flowers and Minnesota Vikings wide receiver Justin Jefferson, paired with high-profile online personalities like esports veteran Snip3down and creative force ChrisNxtDoor. Each weekly duo brings their own distinct mix of flavor, gameplay and competitive spirit, resulting in a season of unforgettable moments at the intersection of football and gaming.

“This is not just another content drop, it’s a media engine designed to meet fans where they already are,” said Indy Khabra, co-CEO and co-founder of Livewire. “With gaming a dominant channel for next-gen attention, NFL Race to the End Zone shows what’s possible when brands and leagues invest in immersive formats, not just sponsorships. We’re proud to power the infrastructure behind it.”

“For Livewire, this strategic partnership with the NFL is about building cultural capital and interactive formats, not just awareness, by creating moments that extend far beyond the screen,” Khabra added. “By bridging the worlds of sports, gaming and interactive entertainment, we’re partnering with the NFL to set the standard for next-generation fan experiences, while giving brand sponsors a blueprint for meaningful engagement.”

The launch of NFL Race to the End Zone underscores gaming’s role as essential mainstream media. Backed by Livewire’s full-stack platform, which offers brand targeting, measurement and scaled distribution. The series is part of a broader shift toward branded entertainment designed to drive engagement at scale.

Each episode will air weekly on NFL YouTube (@NFL), with clips and interactive drops distributed on @nflracetotheendzone Instagram and TikTok channels.

Media Contacts: Liana Bailey liana.bailey@nfl.com, Sheldon Strategy, team@sheldonstrategy.com

About Livewire

Livewire is a global gaming marketing company building the next-gen attention platform. By combining adtech, gaming media exclusives, and brand strategy, Livewire is the single-entry point into gaming for brands. Livewire enables brands to reach gamers at scale through in-game ads, custom integrations, world builds, and more. Clients include Samsung, Maybelline, Uber, Amazon, and A24. Learn more at livewire.group.