Gaming-focused marketing firm Livewire announced a strategic, multi-year partnership with the National Football League (NFL) this week to launch a new content series called “NFL Race to the End Zone.”
Financial terms of the deal were not disclosed.
NFL Race to the End Zone promises to focus on NFL fandom with creator-led gaming culture, and will officially make its debut during the 2025 NFL season, which launches at the end of September. Designed to “deepen engagement with existing NFL fans and attract the attention of the next generation (Gen Z and Gen Alpha)” of sports fans using the power and appeal of gaming.
The theme of the 21 episode series is to pair an NFL player with a top gaming creator, having adventures such as engaging in physical real-world challenges, gaming-focused challenges, visiting football club facilities in the United States, behind-the-scenes content, and more. The 20-minute episodic format will be deployed on various platforms including YouTube, Instagram, and TikTok on NFL channels, creator platforms, and more.
The series will culminate with a special “NFL Race to the End Zone: LIVE” Pro-Am gaming event during Super Bowl LX week (in February 2026) with gaming-focused creators going head-to-head in a live competition and “supported by social content drops, and premium partner activations.”
More details about what Livewire does can be found at livewire.group.