For instance, after its 2025 creator flag football game drew 6 million viewers, YouTube is back hosting another pre-Super Bowl flag football game on Feb. 7, with key creators and stars such as Druski, J Balvin, and Cam Newton set to participate. Meanwhile, P&G’s Old Spice is the premier sponsor, showcasing a new campaign with custom integrations, graphics, ads, and live activations.
Though not the premier sponsor, other NFL advertisers are also included in packages around the creator game, according to Downey, which include mastheads that “basically give you the reach of a Super Bowl ad every day.”
Of course, the real play around YouTube is getting in with the creators, who can bring brands organically into the conversation with their subscribers. And for this year’s Big Game, YouTube has more creators than ever in town, with the company tapping into their programming niches and connecting them with advertisers.
“If we want to put someone around Druski or Jason Kelce, we know the packaging and the advertisers that are looking for those folks in particular,” Downey said. “And we really move that around how we think about matching creators to brands over time.”
And if you’re looking for Jason Kelce, you can also find him starring alongside his wife, Kylie Kelce, in YouTube TV’s pre-game ad, as the platform surrounds the Super Bowl itself. Meanwhile, though YouTube doesn’t technically have an ad in the game, its creators starring in ads for other brands will inevitably drive more traffic to the platform.
Moving forward into the upfront season, Downey noted that YouTube is looking to take its current strategies to new, more granular levels. For instance, YouTube is looking to leverage its sponsorships with more custom integrations and get advertisers closer to the content in more robust packages with creators who align with their brands. Meanwhile, the platform is also utilizing AI-powered campaigns to help brands find new customers and take a full-funnel approach.
Ultimately, it’s about bringing brands closer to content and having creators promote brand partnerships that align with their values, rather than just aligning with their checkbook.
“Sports matter to a lot of people. So if you’re embedded into it, and you’re part of the conversation, you’re part of that niche, you do better, and I think that’s what brands see,” Downey said. “They’re always going to do the reach, because you’ve got to have a certain amount of it, but deep community, authentic communication, and resonance with fans is what really matters.”
