The NFL and Livewire, the gametech media company, have announced a multi-year strategic partnership delivering video game inspired content throughout the year and designed to engage the current and next generation of fans.

NFL Race to the End Zone returns this September on NFL YouTube, following a successful debut season that delivered 178 million total views and 342 million minutes watched. Season 1 results drove the partnership expansion and a long-term commitment from both parties to reach gaming audiences across platforms.

Season 2 will feature 21 episodes releasing weekly on the Official NFL YouTube Channel, pairing 20 NFL players and Legends with top gaming creators. Each installment is centered around the NFL player exploring the gaming culture within his club, going deep inside team facilities and the city his club calls home. The series features expanded behind-the-scenes access and a fresh cast of gaming creators, amplified across NFL player and creator channels, culminating in the crowning of one epic winner at NFL Race to the End Zone LIVE, a multi-player gaming event livestreamed during Super Bowl LXI week in Los Angeles.

Returning to defend his title is Season 1 Champion SypherPK. As one of the most impactful creators in the U.S Sypher brings his 26 million plus followers back for Season 2. “Season 1 brought my community closer to the NFL than I ever thought possible,” said SypherPK. “The energy of competing live during Super Bowl week, with NFL stars in the arena and creators on the sticks, was a different kind of experience. Season 2 is a chance to go deeper, bring in new clubs and creators, and keep proving that gaming and football fans are the same audience.” In addition, NFL players including Daniel Jones, Jahmyr Gibbs, Ashton Jeanty, Tyler Shough and Trey McBride are a few of the players who will be joining the lineup.

“Season 1 delivered. Livewire’s eight integrated brand partners saw an average 14-point uplift, inbound demand for Season 2 is already strong, and we have a strong new roster of NFL and gaming talent, which we will reveal closer to Kickoff,” added Indy Khabra, Co-Founder and Co-CEO of Livewire. “Season 2 builds on that foundation, going deeper into the culture of each club and meeting NFL fans and gaming audiences where they spend their time and within their communities.”

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Tags: livewire, NFL, super bowl, youtube