The chant builds to a crescendo as the video progresses, becoming an anthem that features some of the NFL’s most prominent players and legends, including Jason Kelce (NFL legend/former Philadelphia Eagles) and his wife Kylie, DeMarcus Lawrence (Dallas Cowboys), Stefon Diggs (Houston Texans) and Myles Garrett (Cleveland Browns). The spot also features football stars and personalities such as pro football player and YouTuber Donald De La Haye, who hosts a popular 1ON1 football series in Japan, and college player Haley Van Voorhis, who made history as the first non-kicker woman to kick in an NCAA football game.
Alongside some of the NFL’s best players, football ambassadors from diverse backgrounds will appear throughout the campaign, including young women, flag, tackle and 1ON1 football players.
The full list of guest appearances:
• Stefon Diggs (Houston Texans)
• Myles Garrett (Cleveland Browns)
• DeMarcus Lawrence (Dallas Cowboys)
• Jason and Kylie Kelce (NFL legend/former Philadelphia Eagles player and his wife)
• Makena Cook (Flag Football Star for Team USA U15 Girls Team and Los Angeles Rams Girls Flag Team)
• Haley Van Voorhis (College Tackle player for Shenandoah Hornets)
• Donald De La Haye aka Deestroying (Pro Football Player and Creator/YouTuber)
• Lahainaluna High School Football Team
• Tampa Bay Buccaneers’ USA Wheelchair Football League Team
„This campaign channels a strong feeling – it is the love and joy that the game brings to the different communities around the world, no matter who you are, where you are or how you want to express it,” said Tim Ellis, NFL Chief Marketing Officer.We wanted to capture the joy of the game while also conveying the tangible hype that comes with the return of football, and we’re opening the season with the biggest kickoff weekend ever to capture that excitement.”
The commercial was developed by 72andSunny and filmed around the world, including Brazil, Hawaii, Florida, Japan, New York and Mexico. In addition to the 60-second clip, the campaign will also feature shorter clips throughout the year that highlight stories from around the world, in cities like Tokyo, on islands like Maui or in neighborhoods like Greenpoint or Brooklyn.
The league continues to focus on global growth as a key strategic priority, with the goal of establishing the NFL as a global sport. The NFL Kickoff 2024 presented by YouTube TV will be a four-day football weekend of epic proportions as Super Bowl LVIII champion Kansas City Chiefs host the Baltimore Ravens on Friday, September 6 at 2:20 a.m. CET (RTL). On Friday night, the Green Bay Packers will face the Philadelphia Eagles in South America for the first time in history at the Corinthians Arena in São Paulo, Brazil (kickoff 2:15 a.m. CET on DAZN). The Kickoff weekend will continue with unforgettable matches on Sunday and Monday. In addition to the league’s ongoing international football developments and initiatives around the world, the NFL International Games will again take place in 2024 in London (October 6, October 13, October 20) and Munich (November 10).
This year’s campaign also addresses flag football, another key strategic priority for the league. Flag football is one of the fastest-growing sports in the world, played by over 20 million people in more than 100 countries across six continents. It is the most inclusive and accessible form of American football, played by people of all ages and genders, with the proportion of female athletes among the fastest-growing in the sport. The International Olympic Committee (IOC) announced that flag football will be included in the program for the 2028 Summer Olympics in Los Angeles, showcasing the sport on the world’s biggest stage.
