NFL Welcomes Season With High-Energy ’You Better Believe It’; U.K. Also In-Play

By Barry Janoff

September 4, 2025: At the start of the 2025 NFL season, all 32 teams are undefeated and believe they will have a victory parade following Super Bowl LX Feb. 8, 2026 in Levi’s Stadium, Santa Clara, Calif.

The NFL grants them all their wish with its multi-media campaign, “You Better Believe It.”

The effort shows a massive celebration involving each team, with players, mascots and fans driving the AI-enabled high-energy mantra.

It plays out to a remixed version of Quad City DJ’s classic “Come On, Ride the Train” performed by recording artist Normani.

“Our fans are at the heart of this campaign — their joy, optimism and belief in what’s possible — and we embraced AI to bring them even closer to the game they love,” Tim Ellis, NFL CMO, said via the league. 

“By combining technological innovation and human creativity, we had the opportunity to pay tribute to each of our 32 fanbases in one unified fantastical celebration and build a world as limitless and imaginative as they are.”

Separately, NFL U.K. has unveiled a campaign, “NFL UK and Ireland: The 2025 NFL Season Is Here!” anticipating the four International Series games scheduled in the region for this season.

For “You Better Believe It,” the NFL said that through live-action and AI tools, it featured distinct homages and cultural references for fans of each team.

That includes the Washington Commanders’ Major Tuddy as a flying pig, showing a ginormous ice sculpture of “Joe Cool” Burrow of the Cincinnati Bengals or referencing the Las Vegas Raiders “Black Hole” section of Allegiant Stadium. 

The full 60-second “You Better Believe It” premiered across NFL Network, NFL+, and national broadcast partners. “You Better Believe It” 10-, 15- and 30-second vignettes will premiere throughout the season.

Behind-the-scenes content will also air on NFL channels and club platforms. 

Lead agency is 72andSunny.

“The start of the season marks a new opportunity and a new journey with a new team,” Philadelphia Eagles quarterback Jalen Hurts said via the league.

“We all have a great desire and hunger to win, and it’s something you build one game, one day and one rep at a time.”  

The 2025 NFL season will see seven regular season games played outside of the U.S. — the most ever regular season international games to date.

The Minnesota Vikings will play the Pittsburgh Steelers Sept. 28 in 82,000-capacity Croke Park in Dublin, the league's first regular-season game in Ireland. The Vikings then take a short trip to face the Cleveland Browns in London's Tottenham Hotspur Stadium on Oct. 5.

The New York Jets will host the Denver Broncos on Oct. 12, also in Tottenham Hotspur Stadium.

The third and final game in London will feature the Jaguars hosting the Los Angeles Rams in Wembley Stadium on Oct. 19. This will be the 14th game in the capital for the Jaguars while a distinctly British (and very husky) voiceover offers, 

In “NFL UK and Ireland: The 2025 NFL Season Is Here!”, we see NFL action from current and past seasons, awaiting the league’s International Series.

A distinctly British — and very gruff — voice offers: 

“This ain't the football that we grew up with. That rumble, that roar, that noise, bad hitting. My goodness. 

“Passion running high. That's NFL. 

“The U.K. is the NFL. It's what we're built for. It's what we know. This is football that shakes the stands, leaves the mark. In our streets, our pubs.  It's right there on our doorstep. 

“Are you in? It's coming. Don't miss it.”

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