The NFL is stepping into uncharted digital territory and it’s bringing YouTube’s biggest star along for the ride.
Jimmy Donaldson, better known as MrBeast, made headlines in a commercial promoting Friday’s Chiefs-Chargers season opener from Sao Paulo, Brazil. This will be the first NFL game to stream for free on YouTube.
In the tongue-in-cheek spot, MrBeast declares he’s purchased the entire league and expanded rosters to include YouTubers like IShowSpeed, Dude Perfect, and other creators. The collaboration features the league’s powerhouse branding with YouTube’s cultural reach, setting the stage for one of the most unique broadcasts in NFL history.
“Go big or go home, so for this one, I figured why not just buy the entire NFL?” Donaldson said in a press release. “Filming with Roger Goodell and bringing creators together with NFL fans globally was incredible. We’re showing that the most engaging way to experience sports is with the creators you love.”
Former Florida State standout Derwin James made a cameo in the spot. The now Chargers star will prepare to start the season abroad in an pivotal AFC West matchup.
The experiment will be tested Friday for the opener. Fans can tune in without a subscription, marking the most accessible NFL broadcast ever. Goodell said the move was both innovative and inclusive. “Integrating MrBeast and some of the world’s top creators will make this free experience even more special for fans of all ages.”
Donaldson will run a live in-game challenge, with the prize revealed during the postgame show. YouTube’s creator roster will also feature alternate commentary from IShowSpeed and Tom Grossi in English, Robegrill and SKabeche in Spanish, and CazéTV broadcasting live from Arena Corinthians for Portuguese viewers.
For the NFL, the YouTube experiment matches a decades-long pattern of calculated distribution shifts. From ESPN in the 1980s, to Fox in the ’90s, Amazon’s Thursday exclusives, and even Netflix’s Christmas debut last year. Now, the league goes further, tapping into YouTube’s 2.5 billion monthly users and Gen Z’s preferred platform.
Friday night will be the NFL versus conventional broadcasts with MrBeast and YouTube creators testing whether the future of sports fandom belongs on cable or on the world’s biggest digital stage.
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