The NFL is getting ready for celly content. Players’ celebration dances are known to go viral on social media, which is why the league spotlighting them in its 2026 kickoff campaign. Kickoff videos are especially important to them this year given last year’s set a record for their engagement. They know that the games alone are not what build online culture with Gen Z—instead, it’s the behind-the-scenes and player personalities. And the NFL has had serious upticks in female and young viewers they’re looking to keep—these groups watched the social content around the 2025 draft more than the regular season, which means prioritizing socials is a must now. For this spot, they let the players prepping their cellys take the lead—even putting one viral player in the role of “NFL celly coordinator”—and added fan takes into the final video, too. (Fast Company)
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