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NFL Race to the End Zone Content Series Premieres with Star-Powered Matchups
The National Football League and Livewire, a global leader in gaming marketing, today revealed the starting lineup for NFL Race to the End Zone, a first-of-its-kind, video game-inspired entertainment docuseries premiering Friday, September 19 at 2 p.m. ET. The 21-episode series blends NFL star power with gaming creator energy for a weekly thrill ride that’s part locker room, part livestream and all-out competition. Dropping every Friday throughout the NFL season, the show brings fans an unfiltered, behind-the-scenes look at what happens when athletes and top gaming personalities collide across platforms and playbooks.
“NFL Race to the End Zone is a dynamic, multi‑platform journey that puts our players side‑by‑side with top gaming creators and invites Gen Z and Gen Alpha fans into the heartbeat of our game,” said Ed Kiang, vice president of video games at the NFL. “As we continue to broaden our engagement with new and existing audiences, this collaboration strengthens our connection to gaming communities and showcases the passion and personalities of our athletes beyond the field.”
Optimized for YouTube and amplified across TikTok and Instagram, the 20-minute weekly episodes deliver an all-access pass to NFL fandom, with a gaming twist. Each episode places fans inside NFL clubhouses and city locations as players and creators face off in unexpected challenges, custom games and team hijinks. It all builds up to NFL Race to the End Zone LIVE, a 19-team Pro-Am tournament during Super Bowl LX week, where creators and NFL Legends play for bragging rights.
“This is not just another content drop, it’s a media engine designed to meet fans where they already are,” said Indy Khabra, co-CEO and co-founder of Livewire. “With gaming a dominant channel for next-gen attention, NFL Race to the End Zone shows what’s possible when brands and leagues invest in immersive formats, not just sponsorships. We’re proud to power the infrastructure behind it.”
“For Livewire, this strategic partnership with the NFL is about building cultural capital and interactive formats, not just awareness, by creating moments that extend far beyond the screen,” Khabra added. “By bridging the worlds of sports, gaming and interactive entertainment, we’re partnering with the NFL to set the standard for next-generation fan experiences, while giving brand sponsors a blueprint for meaningful engagement.”
The launch of NFL Race to the End Zone underscores gaming’s role as essential mainstream media. Backed by Livewire’s full-stack platform, which offers brand targeting, measurement, and scaled distribution. The series is part of a broader shift toward branded entertainment designed to drive engagement at scale.
Each episode will air weekly on NFL YouTube (@NFL), with clips and interactive drops distributed on @nflracetotheendzone Instagram and TikTok channels.