Creatorverse: NFL Is Doubling Down on Creators as the US Open Struggles

The NFL is expanding its creator marketing push as traditional media faces stronger competition online and as the league heads toward a record slate of international games in 2026-27. The league is bringing back the NFL and YouTube’s “Creator of the Week” program for a third year, partnering with Snapchat, and collaborating with top creators including Deestroying, Zach King, Gabriela Moura and Dhar Mann. The NFL says last year’s program generated more than 86 million views across YouTube and NFL channels. For nine international games, it plans to use creators in markets like Australia and Brazil for matchups such as Rams vs. 49ers and Ravens vs. Cowboys. The article contrasts this with the U.S. Open, where nearly 100 creators were credentialed and where etiquette issues reportedly disrupted matches, prompting comparisons to Wimbledon’s decision not to issue special influencer credentials.