Inside The NFL’s Creator Strategy

When you’re not scanning Sunday’s Super Bowl broadcast for a Taylor Swift sighting, look out for some high profile creators like MrBeast, Mark Rober and Deestroying. 

The National Football League, as part of a strategy to turn more Gen Z viewers into football fans, is working with a record number of creators around the big game this year—in the dozens—in large part due to its partnership with YouTube for its Sunday Ticket package, Ian Trombetta, the NFL’s vice president of social, influencer and content marketing, said in an interview.