The NFL’s Latest Teammate is Gaming Advertising Company Livewire

This article was created in partnership with Livewire

In the outdated highschool trope, the jocks and the nerds by no means mingled. Times have actually modified.

The National Football League has teamed up with Livewire, a world gaming advertising and marketing firm, to supply NFL Race to the End Zone powered by Verizon, a 21-episode docuseries that unites NFL gamers and celeb players by means of playful challenges and genuine connection.

The collection debuted on the NFL’s official YouTube channel in September 2025 and culminates in the course of the week of Super Bowl LX with NFL Race to the End Zone LIVE powered by Verizon that started February 4, 2026, from 4-7 p.m. P.T., which shall be streamed on the NFL’s YouTube channel. This occasion is a reside, 24-player Fortnite event that includes NFL gamers like Dion Dawkins from the Buffalo Bills and Zay Flowers from the Baltimore Ravens, in addition to content material creators like MMG and the Botez Sisters.

“The partnership works because it’s authentic on both sides,” mentioned Indy Khabra, co-founder and co-CEO of Livewire. “For brands, that’s where the value lies. These collaborations create cultural moments that traditional media buys can’t replicate because they’re rooted in shared passion, not borrowed attention.”

On common, episodes drew 6.4 million viewers and leveraged the cross-over enchantment of gamers and players. In an episode with Todd Gurley and Andrea Botez, Gurley put Botez by means of drills like cross catching, whereas she challenged him to chess.

Ed Kiang, VP video gaming on the NFL, believes connecting with followers off the sector is vital to constructing the NFL’s huge enchantment.

“Getting the opportunity to showcase our players off the field expands our reach and creates the potential for more points of connection,” Kiang mentioned. “This helps bring new fans into the ecosystem, makes players more relatable and may sometimes add context to what happens on the field. This drives deeper engagement by giving fans more to connect with and ultimately more to root for.”

As gaming continues to develop, Kiang noticed a novel alternative in partnering with Livewire, which calls itself as a “next-gen attention platform.”  

“Livewire’s expertise is tapping into the intersection of sports and gaming culture and translating that into engaging content,” he mentioned. “So, it definitely felt like a natural fit to partner with them on developing a mash up of football and gaming on the platforms where we know fans are already spending a majority of their time.”

Khabra believes this partnership portends extra collaborations which might be unique, genuine, and interactive for audiences.

“The future of collaboration is so much more than just placing logos onto content,” Khabra mentioned. “Co-creating IP, building interactive formats, and meeting audiences where culture is already being shaped is critical. Sports, gaming, and entertainment have already converged. Partnerships like this are simply acknowledging reality and building for it.”