youtube tv — NFL sunday ticket
Turning skeptics into subscribers
Overview
NFL Sunday Ticket finds a new home on YouTube
When NFL Sunday Ticket moved from satellite to streaming, YouTube needed to bring die-hard football fans along for the ride on a platform they'd never watched a game on before.
Opportunity
Win over a passionate, skeptical fanbase and prove that YouTube TV was the ultimate destination for the NFL's most devoted fans.
Solution
Where football culture actually lives
YouTube is a video platform where fans were already natively going to break down plays, debate trades, and live inside the game. We positioned Sunday Ticket as a natural upgrade rather than a streaming migration: the NFL meeting its fans exactly where they already were.
Execution
Creator-powered, real-time, all season long
We deployed creators and a quick-turn content engine to stay in the conversation every week of the season. From football fashion to hot takes to multiview explainers, each piece was designed to feel native to YouTube's social channels. By tapping into NFL culture through the voices fans already trusted, we kept Sunday Ticket top of mind from kickoff to the Super Bowl.
Execution
Fandom that moved the business
Sunday Ticket engagement that reached tens of millions of users across social. Creator-driven content helped the league earn mainstream media coverage citing YouTube's "helmets off strategy" as a model for how to surround a sport with culture, not just games.