NFL Tackles New Audiences with Gaming Partnership
The National Football League is expanding its reach beyond the gridiron, forging a strategic partnership with Livewire, a global gaming marketing company. This collaboration, centered around the docuseries NFL Race to the End Zone powered by Verizon, signals a broader effort to connect with younger demographics and leverage the burgeoning intersection of sports and gaming.
The 21-episode series, which debuted on the NFL’s official YouTube channel in September 2025, features NFL players and prominent gaming personalities engaging in playful challenges and fostering authentic connections. The initiative culminates in NFL Race to the End Zone LIVE powered by Verizon, a live Fortnite tournament streamed on the NFL’s YouTube channel beginning , and running through Super Bowl LX week. The tournament will feature 24 players, including NFL stars Dion Dawkins (Buffalo Bills) and Zay Flowers (Baltimore Ravens), alongside popular content creators such as MMG and the Botez Sisters.
The move reflects a significant shift in how sports leagues are approaching fan engagement. Traditionally, leagues have relied on broadcast rights and merchandise sales. However, the rise of esports and gaming presents a new avenue for attracting and retaining audiences, particularly those who may not be traditionally engaged with football. The NFL’s partnership with Livewire is designed to tap into this potential, creating “cultural moments” that extend beyond game day.
Indy Khabra, co-founder and co-CEO of Livewire, emphasized the authenticity of the collaboration. “The partnership works because it’s authentic on both sides,” Khabra said. “For brands, that’s where the value lies. These collaborations create cultural moments that traditional media buys can’t replicate because they’re rooted in shared passion, not borrowed attention.” This suggests a move away from purely transactional marketing towards building genuine connections with fans through shared interests.
Strong Initial Engagement Signals Potential
Early results indicate a strong appetite for this type of content. Episodes of NFL Race to the End Zone have averaged 6.4 million viewers, demonstrating a substantial reach. The series has already generated over 100 million views across NFL YouTube, participating talent channels, and NFL Race to the End Zone TikTok and Instagram, with 19 episodes accumulating over 4 million hours of watch time on NFL YouTube alone. An example of the cross-over appeal is an episode featuring Todd Gurley and Andrea Botez, where Gurley tested Botez’s athletic skills while Botez challenged him to a game of chess.
Ed Kiang, VP of video gaming at the NFL, believes showcasing players off the field is crucial for expanding the league’s appeal. “Getting the opportunity to showcase our players off the field expands our reach and creates the potential for more points of connection,” Kiang said. “This helps bring new fans into the ecosystem, makes players more relatable and may sometimes add context to what happens on the field.” This strategy aims to humanize players and foster a deeper connection with fans, potentially translating into increased viewership and engagement.
Livewire: A “Next-Gen Attention Platform”
The NFL’s choice of Livewire as a partner is noteworthy. The company positions itself as a “next-gen attention platform,” specializing in bridging the gap between sports and gaming culture. Kiang highlighted Livewire’s expertise in this area, stating, “Livewire’s expertise is tapping into the intersection of sports and gaming culture and translating that into engaging content.” This suggests the NFL recognizes the need for specialized expertise in navigating the complexities of the gaming world.
Khabra envisions this partnership as a harbinger of future collaborations that prioritize originality, authenticity, and interactivity. “The future of collaboration is so much more than just placing logos onto content,” Khabra said. “Co-creating IP, building interactive formats, and meeting audiences where culture is already being shaped is critical. Sports, gaming, and entertainment have already converged. Partnerships like this are simply acknowledging reality and building for it.”
Reaching New Fans, One Game at a Time
The NFL’s strategy isn’t about converting gamers into die-hard football fans overnight. Kiang acknowledges that fan journeys often begin with casual interest. “Most people don’t start their fan journey as a super avid fan,” he said. “It’s something that’s built on over time, which makes NFL Race to the End Zone a great starting point for casual fans where sports and gaming meet.” The series serves as an accessible entry point for potential fans, introducing them to the sport in a non-traditional and engaging format.
The success of this initiative could have broader implications for the sports industry. As traditional media consumption patterns shift, leagues are increasingly looking for innovative ways to reach new audiences. The NFL’s partnership with Livewire demonstrates a willingness to embrace new platforms and formats, potentially setting a precedent for other sports organizations to follow. The focus on authentic engagement and co-created content suggests a future where sports leagues are not just broadcasters of games, but active participants in the broader entertainment landscape.
