Creators to Capture Games, Football Fandom and Local Culture Through Exclusive Access and Original Content Series
NFL Expands Creator Programs for 2026 Season
The league is bringing creators deeper into the NFL experience with exclusive access, international coverage and original storytelling.
NEW YORK — The NFL is expanding its creator strategy for the 2026 season, giving digital creators and cultural voices more opportunities to cover games, players, fans and the experiences surrounding football.
The league announced Sept. 9 that its 2026 creator programming will bring together creators from areas including football, food, fashion, fitness, gaming, comedy and lifestyle. The initiative will feature original content and behind-the-scenes access throughout the season.
The expanded programming comes as the NFL prepares for a record nine international games, giving creators opportunities to tell football stories from markets around the world.
Creators Take Over Kickoff Weekend
The creator presence will begin immediately with NFL Kickoff Weekend.
Creators including Deestroying and Zach King will be on hand in Seattle as the Super Bowl LX champion Seahawks host the New England Patriots in a Super Bowl rematch Sept. 9.
The following night, more than 100 creators, influencers and athletes will be in Melbourne for the NFL's first regular-season game in Australia. The San Francisco 49ers will face the Los Angeles Rams at the Melbourne Cricket Ground, with the game streaming on Netflix and the Jonas Brothers scheduled for the halftime performance.
The creator coverage will extend beyond the game itself, highlighting the intersection of football, sports entertainment and Australian culture.
The NFL is also taking its creator strategy to Brazil. For the league's first regular-season game in Rio de Janeiro on Sept. 27, creators with a combined following of more than 200 million will cover the matchup between the Dallas Cowboys and Baltimore Ravens while showcasing local culture and football fandom.
'Creator of the Week' Returns
The NFL and YouTube are also bringing back "Creator of the Week" for a second season with expanded access and increased collaboration with clubs.
The 2025 program generated more than 86 million views across YouTube and NFL channels. This year's program will feature 12 creators who will receive behind-the-scenes access to teams, players and gameday experiences.
Zach King will kick off the 2026 program during the NFL Kickoff Game in Seattle.
Other featured creators include Jack Mancuso, who will cover the Detroit Lions-Buffalo Bills matchup Sept. 17, Chef En Proceso for the Nov. 22 NFL Mexico City Game between the Minnesota Vikings and San Francisco 49ers, and Receba for the Sept. 27 Cowboys-Ravens matchup in Rio.
The league says fans will be able to follow the program throughout the season for additional behind-the-scenes content.
More Focus on Football and Culture
The NFL is also expanding creator partnerships through platforms such as Snapchat, along with collaborations with female creators and influencers.
Snapchat's 2026 creator program will feature two global creators producing season-long NFL content, including coverage of an international game, before culminating at Super Bowl LXI.
Female creators also will contribute to stories surrounding international games, fashion and fan culture, player stories, NFL traditions and football fundamentals.
Among the creators involved are Morgan Riddle, Cherry Beagles of The 400 Club and Allie Anthony.
The broader approach reflects the NFL's effort to present the sport through more than traditional game coverage, bringing fans closer to the personalities, culture and experiences surrounding the league.
Celebrity Photographers Return
The NFL's Celebrity Photographer Series also returns in 2026, giving athletes, entertainers and creators credentialed access to the sidelines.
Participants will work alongside the league's Live Content Correspondents team, receiving access and mentorship while documenting games through their own creative perspectives.
Longtime Seattle Seahawks fan Joel McHale will serve as the celebrity photographer for the NFL Kickoff Game. In Melbourne, Olympic snowboarder Scotty James and actor Sam Corlett will take part in the series for the historic 49ers-Rams matchup.
The series has previously featured names including Simone Biles, Suni Lee, Method Man, Benson Boone, Kevin Durant and Marshawn Lynch.
With creator programming now spanning games, international events, social platforms and sideline photography, the NFL is making digital storytelling an increasingly visible part of its 2026 season.
Source: NFL Communications.