Observed Signal · Aug 20, 2026 · Partnership · Source: Adweek · Impact: 1/5 · Sentiment: Neutral
NFL Stars Debut New Touchdown Celebration Campaign
The NFL and creative agency 72andSunny launched a season kickoff marketing campaign titled “The Season Is Your Stage,” which spotlights new touchdown celebrations ahead of the league’s Sept. 9 kickoff. The campaign centers on a fictional “Celly Studio” where players practice viral dances; Indianapolis Colts’ Cam Bynum served as choreographer. Featured players include Atlanta Falcons’ Bijan Robinson and Kyle Pitts, Chicago Bears’ Luther Burden and Rome Odunze, and Cincinnati Bengals’ Dexter Lawrence. 72andSunny LA CCO Zach Hilder and NFL SVP Marissa Solis described the idea as driven by the cultural impact of celebrations and social virality. The campaign will run across social feeds, include behind-the-scenes content, and extend into stadium activations encouraging fan participation.
A consumer-facing creative campaign by the NFL and agency 72andSunny; relevant for marketing and creative teams but low impact on AdTech infrastructure, measurement, or programmatic markets.
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Key Takeaways & Evidence Grounding
- The NFL and 72andSunny rolled out a season kickoff marketing campaign called “The Season Is Your Stage.”
- The campaign centers on a fictional celebration hub dubbed the “Celly Studio.”
- Cam Bynum (Indianapolis Colts) served as choreographer for the campaign.
- Featured players include Bijan Robinson, Kyle Pitts, Luther Burden, Rome Odunze and Dexter Lawrence.
- The campaign is timed ahead of the NFL’s Sept. 9 season kickoff and will include social content, behind-the-scenes footage and stadium activations.
Connected Companies & Entities
1 Entity mapped“To showcase the league’s best moves ahead of this year’s Sept. 9 kickoff, the NFL and 72andSunny today rolled out the marketing campaign for...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
NFL Builds Off‑Field Connections with 72andSunny
At Cannes Lions, NFL CMO Tim Ellis and 72andSunny founder/chair Glenn Cole discussed the league’s eight‑year partnership and its strategy to grow fandom beyond games. They highlighted campaigns such as flag football initiatives and the Helmets Off effort to humanize players and reach nontraditional audiences (including LGBTQ+ fans). The Super Bowl and halftime performers (e.g., Bad Bunny) were cited as tentpole opportunities to attract women, Latino and younger viewers, while allowing local markets (notably in Europe) to adapt creative executions.
ESPN Launches 'Football's On' Campaign Featuring Stavvy
ESPN has launched a promotional campaign called “Football’s On” to spotlight its NFL programming and content as the league season begins. The campaign, which began around the NFL Hall of Fame weekend, stars comedian and football fan Stavros “Stavvy” Halkias. ESPN says the promotion will run from its kickoff during Hall of Fame weekend through February, timed with the network heading to its first Super Bowl. The story was published by Adweek on 2026-08-07.
NFL Debuts 'Smash the Glass' Draft Ad with Steelers Legends
The NFL released a new ad titled "Smash the Glass" to promote the 2026 NFL Draft in Pittsburgh (April 23–25), featuring Pittsburgh Steelers stars Cam Heyward and Jerome Bettis. Created internally by L.A.-based NFL Creative Marketing, the spot uses a sledgehammer gag in the Steelers’ Hall of Honor to underscore the league’s effort to spotlight the host city. The Draft will offer free, family-friendly activations across downtown Pittsburgh locations (including the Roberto Clemente Bridge, Acrisure Field and Pointe State Park) and requires fan registration via the NFL OnePass app. Bud Light is the presenting sponsor; additional brand partners include Lowe’s, Verizon, Marriott Bonvoy, Snickers, Copilot by Microsoft, American Express (Official Payments Partner) and Toyota (red carpet sponsor).
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