NBC’s NFL broadcasts add TikTokers to answer YouTube’s “Creator of the Week”

Creators will be omnipresent during the 2023-24 NFL season, and their NFL-themed partnerships will kick off during the season’s first slate of games. As the NFL prepares to bring its Creator of the Week series back to YouTube, influencers from TikTok are joining forces with NBC Sports to participate in a promotion known as the Transcontinental Tailgate.

The Transcontinental Tailgate’s name comes from NBC’s opening week broadcast schedule. Coverage will begin with a Thursday night game in Kansas City before transitioning to Brazil for the NFL’s inaugural game in South America. Seven creators with substantial TikTok followings — Allison Kucharczyk, Jack Mancuso, Erika Priscilla, JoJo Sim, Austin Sprinz, Pierson Wodzynski, and Nate Wyatt — will follow along with the games to engage fans on social media.

NBC Sports got a taste of creator partnerships during the Olympics, when the network’s YouTube channel took off and influencers like Alex Cooper led alternative broadcasts. Compared to the previous Summer Olympics in Tokyo, NBC enjoyed increased viewership

The Peacock will look to ride that momentum as the sports calendar turns over to football season. “We want to reach Gen Z and Millennials, and we also want to bring in women as well,” NBC Sports SVP of Consumer Engagement Lyndsay Signor told Variety. “With all of the creators, we have a really diverse group.”

One of those creators, Allison Kucharczyk, will also factor into the NFL’s Creator of the Week strategy. She will join YouTube notables like iShowSpeed and Deestroying to kick off an influencer marketing slate that will continue throughout the season.

The NFL plans to run activations every week, and it won’t be the only company that does so. Everyone from YouTube to entertainment firm GameSquare is excited to see how creator appearances can attract new football fans. Starting on Thursday, September 5, we’ll see how that strategy plays out.