Kay Adams Headlines NFL’s First YouTube-Streamed Game in São Paulo

Lead: Sportscaster Kay Adams anchored the pre-game show for the Kansas City Chiefs vs. Los Angeles Chargers matchup-the NFL’s inaugural live YouTube broadcast-Friday in São Paulo, Brazil.

Nut Graf: By hosting “pre-game” and “post-game” segments for the free global YouTube stream, Adams helped pioneer a new fan-driven viewing model that blends traditional sports broadcasting with digital creator engagement, underscoring the league’s push into international and online markets.

Digital-First Broadcast Revolutionizes Fan Experience

  • Adams welcomed viewers to a “fun and different” live production designed to make fans “feel like the game is right there with them”.
  • The game, free on YouTube worldwide, marked the first time an NFL contest bypassed subscription platforms entirely.

Creator-Driven Coverage

Alongside Adams, the NFL partnered with content creators to enrich the broadcast:

  • Former NFL stars Cam Newton, Brandon Marshall, Derek Carr and Tyrann Mathieu joined Adams for expert analysis.
  • Sideline segments featured Deestroying (Donald De La Haye), introducing a new “sideline creator” role.
  • Fan-stream “Watch With” channels-hosted by IShowSpeed, Tom Grossi (English) and Robegrill, SKabeche (Spanish)-provided alternative commentary feeds.

International Expansion and Innovation

By leveraging YouTube’s massive reach, the NFL aims to grow its global footprint and test new content formats:

  • Corinthians Arena hosted a sold-out crowd in São Paulo for the season’s first international fixture.
  • YouTube executives touted the broadcast as a unique community-driven experience, distinct from traditional network telecasts.
  • The success of this experiment may inform future free-to-stream NFL games and broaden fan accessibility worldwide.

Published: September 6, 2025