NFL Brings Back Creator Programs to Deliver Access, Original Storytelling During the 2026 Season

The NFL is launching its most expansive creator programming yet, bringing together dozens of digital creators, storytellers and cultural voices across football, food, fitness, fashion, lifestyle, gaming, comedy and more. As individuals who create and produce engaging content for their social channels, creators will deliver original content and unique perspectives from the NFL's biggest moments and games throughout the 2026 season.

The NFL has never been more connected to culture, and creators play an essential role in bringing fans closer to football through authentic storytelling and unique behind-the-scenes perspectives, says Ian Trombetta, NFL senior vice president of social, influencer and content marketing. With our marquee events in the U.S. and a record number of international games, we're continuing to grow our global creator ecosystem with expanded opportunities and access, empowering creators and influencers to share their stories on the people, moments and experiences that define the NFL and giving fans even more ways to engage with the game they love.

Creators Take Center Stage During Kickoff Weekend and Beyond

Creator programming will span two continents during Kickoff Weekend. From Seattle to Melbourne, creators will be at the center of the NFL's global season launch. Creators, such as Deestroying and Zach King, captured the excitement surrounding the 2026 NFL Kickoff game, as the Super Bowl LX champion Seattle Seahawks host the New England Patriots in a Super Bowl rematch on Wednesday, Sept. 9 at 8:20 p.m. ET on NBC and Peacock.

Tonight on Thursday, Sept. 10, more than 100 creators, influencers and athletes, including G FLIP, Harry Connick Jr., Scotty James, Dannii Minogue, O'Shea Jackson Jr, Claire Kittle, Kristin Juszczyk, Jay Mendoza and Mr. Chuy, will be at the Melbourne Cricket Ground, where the San Francisco 49ers will face the Los Angeles Rams in the NFL's first-ever regular season game in Australia. The game will stream on Netflix at 8:35 p.m. ET (or Friday, Sept. 11 at 10:35 a.m. AEST) and will feature a halftime performance from the Jonas Brothers. The creators in Melbourne will capture the historic international matchup and the broader intersection of sports and entertainment surrounding the game.

With a record-breaking number of nine international games this season, the NFL will invite creators in key markets to tell authentic stories around the sport. For example, for the first-ever regular-season NFL game in Rio de Janeiro on Sept. 27, 2026, featuring the Dallas Cowboys vs Baltimore Ravens, the league will host global and Brazilian creators who will highlight the game, local culture and football fandom to their more than 200 million followers collectively. Creators attending the Rio game include Gab Moura, Josh Richards, Tini Younger, Tota, Rakai, and Receba.

NFL and YouTube Continue Creator of the Week

Building on the success of last season's program, which generated more than 86 million views across all YouTube and NFL channels, Creator of the Week returns in 2026 with expanded access, deeper club collaboration and new opportunities for creators to tell football stories from inside the game. Throughout the season, participating creators will receive behind-the-scenes access to teams, players and gameday experiences, creating original content that brings fans closer to the NFL's biggest moments. The program will feature 12 creators across several clubs, with Zach King kicking off this year's program at the NFL Kickoff Game in Seattle.

Our partnership with the NFL has redefined how the next generation experiences football, says Angela Courtin, VP, Sports and Entertainment Marketing, YouTube. Initiatives like Creator of the Week' and our flag football games which most recently drew over 14 million live views demonstrate the massive reach of creator-led storytelling. The NFL's commitment to creators is ushering in a new wave of fans and we're proud that YouTube continues to lead the way.

Highlights from the 2026 Creator of the Week program include Shorts from Dhar Mann, The Golden Balance, Morgan Riddle and more.

This year's program includes:

Sept. 17 | Jack Mancuso (2.3M subscribers) | Detroit Lions vs. Buffalo Bills

Nov. 22 | Chef En Proceso (3.6M subscribers) | Minnesota Vikings vs. San Francisco 49ers, NFL Mexico City Game

Sept. 27 | Receba (2.3M subscribers) | Baltimore Ravens vs. Dallas Cowboys, NFL Rio Game

Fans can follow the NFL Creator of the Week every week to see behind the scenes content these creators will bring to the game all season long.

Creator Programs Expand Football and Cultural Storytelling

The NFL will continue expanding football and cultural storytelling with platforms like Snapchat and female-focused partners, providing creators with access to games, major events and exclusive experiences.

This year's Snapchat Creator program, for example, will spotlight two global creators who will create NFL season-long content that will include an international game appearance and will culminate at Super Bowl LXI. Last year's lineup featured Olympic Gold Medalist Suni Lee and The Ocky Way.

The NFL will also partner with female creators and influencers to develop content designed to engage and educate new fans. Collaborations with creators, including Morgan Riddle and Cherry Beagles, founders of The 400 Club, and emerging voices such as Allie Anthony, will create content around various topics, such as the international games, fashion and fan culture, player storytelling, NFL traditions and football fundamentals.

NFL Celebrity Photographer Series Returns

The NFL Celebrity Photographer Series will return in 2026, inviting athletes, entertainers and creators onto the sidelines as credentialed NFL photographers to capture gameday through their own creative lens

LINK:	https://www.sportsvideo.org/2026/09/10/nfl-brings-back-creator-program...
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