The NFL is teaming up with YouTube to deliver a first-of-its-kind broadcast experience as the Kansas City Chiefs, led by Patrick Mahomes, Travis Kelce, and coach Andy Reid, take on Justin Herbert, Jim Harbaugh, and the Los Angeles Chargers in Brazil on Friday night. The matchup marks the first NFL game streamed directly on YouTube, and the league is leaning heavily on digital creators and influencers to bring fans a fresh way to watch.

A broadcast with a twist

Instead of a traditional game presentation, YouTube has curated a lineup of well-known athletes, personalities, and creators to enhance the coverage. Former NFL stars Cam Newton, Brandon Marshall, Derek Carr, and Tyrann Mathieu will appear alongside host Kay Adams for both pre-game and post-game programming.

Adding to the innovation, social media star Donald De La Haye — better known to millions of followers as Deestroying— will debut in a brand-new role as a “sideline creator”, replacing the usual sideline reporter with a more interactive, personality-driven presence.

Four creators will also host their own companion “Watch With” live streams on YouTube and YouTube TV. Fans can join IShowSpeed and Tom Grossi in English or Robegrill and SKabeche in Spanish to experience the game with running commentary and fan engagement.

“It’s been an awesome journey,” De La Haye said. “I used to cover high school games, JV games, and now I’m doing it at the highest level. It’s new to me, it’s new to YouTube, new to the NFL — but I think it’s going to be amazing. I really believe this is just the beginning.”

De La Haye, who once played college football at Central Florida and briefly suited up for the San Antonio Brahmas of the United Football League, said the experience feels like the natural evolution of sports coverage in the creator era.

Blending football and creator culture

NFL executives say the collaboration is part of a larger effort to expand the league’s global footprint while appealing to younger audiences. “It really shows the convergence of the creator economy and the NFL,” said league executive Ian Trombetta. “Fans already engage with our players and legends on YouTube — look at Cam Newton, look at the Kelce brothers. So putting creators at the center of this broadcast makes perfect sense.”

YouTube executives echoed the sentiment. Angela Courtin, YouTube’s vice president of brand marketing, said: “Our goal wasn’t just to copy a traditional TV broadcast. We wanted to make the experience uniquely YouTube — and the heart of that is our creator community.”

A new level of accessibility

The Chiefs-Chargers clash will also stand out for its accessibility. While the NFL has previously streamed games exclusively on Peacock, Amazon Prime Video, and Netflix, those platforms required paid subscriptions. Friday’s game will be free to watch worldwide on YouTube, opening the door to a much larger audience.

Content creators like Tom Grossi, who has built a following as a Green Bay Packers superfan and streamer, see this as an opportunity to bring fans together in new ways. “I love football and the Packers,” Grossi said. “Streaming games with fan interaction creates that feeling of community — like we’re all watching together. This is just another way to make the game more engaging.”

Global growth in focus

For the NFL, which already dominates American TV ratings, expanding internationally is now a top priority. The league has heavily promoted flag football, a faster and more accessible version of the sport, to boost global participation — even helping secure its inclusion in the 2028 Los Angeles Olympics. Partnering with YouTube and its creator-driven audience is the next step in that global outreach strategy.

As Trombetta put it: “This is the blending of two powerful cultures — sports and creators. What you’re seeing here is just the start.”