The NFL is expanding its content creation program, in collaboration with YouTube, to include former league players, providing them with official league footage for use in their respective channels. 

The “Access Pass for Legends” initiative builds on an existing creator program that generated over 200 million views in its first year.

Former NFL wide receiver Brandon Marshall launches the program on his YouTube channel, featuring analysis of his career highlights, including his NFL record of 21 receptions in a single game from December 2009. 

Additional participants in the pilot program include Cam Newton, J.T. O’Sullivan, and Kurt Benkert.

Creator Program Shows Early Traction

The expansion follows the second year of the NFL and YouTube’s “Access Pass” program, which provides YouTube creators with access to the NFL footage archive. Current participants include Tom Grossi, Brett Kollman, and Peighton Tubre. 

The program gives select creators special access to major NFL events, including the Super Bowl, Pro Bowl Games, NFL Draft, and NFL Combine.

“Access Pass for Legends not only strengthens the storytelling and voices of our Legends as they continue to grow their YouTube followings and media businesses, but also it deepens the connection fans have with the football world and its players,” Ian Trombetta, NFL SVP of Social/Influencer & Creator Marketing, said in a press release.

In a recent interview with Net Influencer, Trombetta described social media and creators as “the conduits” for reaching younger fans. “Hopefully, we can expose them to our players, teams, games, and partners and do it in ways relevant for today’s day and age versus trying to force maybe an older technique or device to engage those young fans,” he added.

Building Digital Sports Media

The program represents a shift in how athletes engage with media post-career. Marshall, who spent 12 years in the NFL and earned six Pro Bowl nominations, previously created “I Am Athlete,” a media platform featuring conversations with athletes and celebrities.

“Brandon is a true entrepreneur and media pioneer, so working with him to kick off this first-of-its-kind initiative makes perfect sense,” Tombetta noted.

Angela Courtin, VP of marketing at YouTube: Connected TV & Creative Studio, said that Access Pass has become a model for sports media development.