NEW YORK — The National Football League launched its ambitious 2025 Kickoff campaign on Wednesday. It combines artificial intelligence with live action to create an unprecedented celebration of all 32 team fanbases in a single, larger-than-life production.
Star-Studded Musical Tribute
“You Better Believe It” transforms Quad City DJ’s classic “Come On, Ride the Train” into a football anthem. Recording artist Normani delivers a remixed version titled “Come On, Ride the Float.” The 60-second spot unfolds like a music video, featuring fans from every NFL team aboard a massive, fantastical float.
The campaign includes high-profile cameos from Philadelphia Eagles quarterback Jalen Hurts, recording artist Normani, entertainer Druski, and TikTok sensation Rizzler. Each brings their unique connection to the game.
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Technology Meets Tradition
The NFL partnered with 72andSunny to blend cutting-edge technology with traditional filmmaking. They utilized live-action footage, computer-generated imagery (CGI), and generative AI tools to create team-specific tributes and cultural references.
“Our fans are at the heart of this campaign – their joy, optimism and belief in what’s possible – and we embraced AI to bring them even closer to the game they love,” said Tim Ellis, NFL chief marketing officer. “By combining technological innovation and human creativity, we had the opportunity to pay tribute to each of our 32 fanbases in one unified fantastical celebration.”
Creative Team-Specific Elements
The campaign showcases distinct homages to each fanbase. These range from depicting Washington Commanders’ mascot Major Tuddy as a flying pig to featuring a massive ice sculpture of “Joe Cool” and referencing the legendary “Black Hole” section of Allegiant Stadium.
Directors Kerry Furrh and Olivia Mitchell of TUSK ensured the cast and crew represented the NFL’s diverse fanbase. They maintained the campaign’s fantastical vision.
Celebrity Perspectives
The star participants expressed genuine enthusiasm for their involvement in the project.
“I’ve always been an NFL fan, so getting the chance to be part of this season’s Kickoff campaign was a no-brainer,” said Druski.
Normani emphasized the personal significance: “Being part of the NFL Kickoff commercial is such a monumental and personal moment for me. I cannot remember a time when football was not a huge part of my household growing up, so now that I’m part of an NFL campaign, it means the world to my family.”
Eagles quarterback Jalen Hurts reflected on the campaign’s timing: “The start of the season marks a new opportunity and a new journey with a new team. We all have a great desire and hunger to win, and it’s something you build one game, one day and one rep at a time.”
Distribution and Future Content
“You Better Believe It” premiered across NFL Network, NFL+, and national broadcast partners. Additional behind-the-scenes content is planned for NFL channels and individual club platforms. The league announced that additional campaign vignettes will roll out throughout the 2025 season.
Innovation in Sports Marketing
The campaign represents a significant step forward in sports marketing. It demonstrates how leagues can leverage emerging AI technology while maintaining authentic connections to their fanbases. By featuring all 32 teams equally, the NFL reinforces its commitment to celebrating the diversity and passion of its entire fanbase.
The “You Better Believe It” campaign sets the tone for the 2025 NFL season. It captures the universal hope and excitement that defines the start of each new football year.
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