YouTube and the NFL changed the game in 2023 after announcing that they were collaborating. Together, the pair launched the Access Pass Program. The program involved giving a selection of NFL creators permission to not only use archival NFL videos in their content but also get monetized for it without the fear of copyright claims.
According to Fast Company, the program was a roaring success. It led to 45.6 million views in the first year of the program, while the total now stands at a total of 200 million views.
Hoping to take things to the next level, the duo have now announced the Access Pass for Legends.
This program builds upon the existing Access Pass because it allows a number of NFL players to use not just archival footage but all official NFL footage. Athletes joining the program include Brandon Marshall, Cam Newton, JT O’Sullivan, and Kurt Benkert.
What Have YouTube and the NFL Said?
In a statement to Fast Company, Ian Trombetta, the NFL’s SVP of Social, Influencer and Creator Marketing, said: “NFL players and legends are no longer just seen as athletes but as creators and storytellers with valuable perspectives on the game that increasingly have a home on YouTube. Access Pass for Legends reflects this evolution by giving NFL icons additional tools to build their own media businesses.”
Meanwhile, Angela Courtin, YouTube’s VP of Connected TV and Creative Studios, noted that YouTube’s aim is to help athletes “take control of their narratives, build powerful brands, and transition into successful media moguls in their post-playing careers.”
With the Superbowl just around the corner, you can bet that we’re going to see these creators reap the full benefits of this program. But the question is, will this program translate into views for these creators? No one knows for sure, but the figures from the previous Access Pass certainly set a strong precedent.
Further reading:
- How Have Sports Agencies Changed in the Age of the Influencer?
- Should Youtubers Hold Themselves to Journalistic Ethics? The Size of their Audience Suggests So
- Want To Turn Your YouTube Videos Into Shorts? There Might Be a Tool for That
- YouTube and CAA Are Tackling Deepfakes
- Will YouTubers Opt-In for AI Training?
