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NFL Taps Creators Kai Cenat, iShow Speed In Flag Football Showdown Ahead Of Super Bowl

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NFL Taps Creators Kai Cenat, iShow Speed In Flag Football Showdown Ahead Of Super Bowl

The NFL has announced a flag football match between top YouTube streamers Kai Cenat and iShowSpeed, scheduled to stream on the NFL’s YouTube channel on February 8, 2025, at 9 p.m. EST.

The announcement comes as part of a broader collaboration between the NFL and YouTube, which is also now the official sponsor of the Super Bowl Tailgate Concert. The partnership includes an “Access Pass for Legends” initiative, enabling past NFL players and content creators to utilize NFL footage in their content without risking demonetization.

NFL Commissioner Roger Goodell personally recruited iShowSpeed for the event through a streamed phone call. During the conversation, iShowSpeed immediately selected Kai Cenat as his opponent when given the choice to challenge any creator.

Creator Sports Integration Continues

As Tubefilter notes, both creators bring prior sports content experience to the matchup. iShowSpeed has produced videos with Olympic runner Noah Lyles and New York Jets cornerback Sauce Gardner. Cenat previously organized the Little Ballers Association and participated in an NFL football matchup between his content group AMP and RDCWorld in April 2023, which streamed on the NFL’s YouTube channel to mark the start of the draft.

The pre-Super Bowl LIX event represents the latest move in the NFL’s ongoing integration of digital creators into its content strategy. The flag football format mirrors previous successful creator-driven sports events, while the timing aims to capture audience attention during the high-profile Super Bowl weekend.

In a recent interview with Net Influencer, Ian Trombetta, the NFL’s SVP of Social, Influencer/Creator & Content Marketing, described social media and creators as “the conduits” for reaching younger fans. 

“Hopefully, we can expose them to our players, teams, games, and partners and do it in ways relevant for today’s day and age versus trying to force maybe an older technique or device to engage those young fans,” he said.

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Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.

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