‘New Wave Of Athlete Media’: NFL, YouTube Launch ‘Access For Legends’ Platform
Tuesday, January 28, 2025 at 03:39PM By Barry Janoff
Photo: I Am AthleteJanuary 28, 2025: As part of a strategy to help current and former players build and monetize their own brands, the NFL has debuted “Access Pass for Legends,” an extension of the ‘Access Pass” content creation initiative launched in September 2023 for YouTube creators.
Via Access Pass for Legends, the NFL and YouTube will “provide partnering NFL Legends with official league footage to use on their YouTube channels.”
NFL Legend and media content creator Brandon Marshall (pictured) begins the Access Pass for Legends initiative.
According to the NFL, “Access Pass was created to elevate the conversation around the NFL on YouTube by providing creators with high-quality NFL footage and archival content they previously hadn’t had access to.
“Now, with Access Pass for Legends, the NFL and YouTube will help augment player analysis and storytelling with official footage, while opening doors for a new wave of athlete media.”
“Building off the success we’ve had with Access Pass and collaborating with some of the biggest YouTube creators, we’re thrilled to unveil the next evolution of our YouTube partnership with Access Pass for Legends, empowering NFL greats to create unique YouTube content with official NFL IP and footage,” Ian Trombetta, NFL svp-social, influencer and creator marketing, said via the league.
“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,”
Since its launch, Access Pass has “garnered over 200 million views by partnering with YouTube creator,” according to the NFL. “Creators who upload this content to their YouTube channels featuring the NFL’s licensed footage will have the opportunity to monetize their videos.
Among other endeavors, Marshall oversees the “I Am Athlete” channel on YouTube, described as “the next evolution in sports media. We bring unfiltered stories and deeper insights straight from the athletes themselves.”
“Brandon is a true entrepreneur and media pioneer, so working with him to kick off this first-of-its-kind initiative makes perfect sense,” said Trombetta.
Cam Newton, J.T. O’Sullivan and Kurt Benkert are also part of the initial Access Pass for Legends platform.
“Being a pioneer in the athlete-driven media space is about more than just my own journey — it’s about opening doors for my peers and creating a new way for fans to engage with the game,” Marshall, a six-time Pro Bowl selection who played 13 NFL seasons, said via the league.
He also founded with Michi Marshall the Brandon Marshall Foundation,now Project 357, “dedicated to eradicating the stigma surrounding mental health by raising awareness.
“Access Pass for Legends empowers NFL veterans with the tools to carve out our own space in media, helping us build entrepreneurial careers that support our transition beyond the field,” said Marshall. “The ability to access official NFL IP and partner with the league is a game-changer for Legends looking to evolve into this space and a stepping-stone to redefining the future of sports media.”
According to Angela Courtin, YouTube vp-marketing connected TV and creative studio, via the social media company, “Access Pass has become the blueprint for a new era of sports media and YouTube Creators have been the driving force behind its success.
“They've set the standard for what the program can achieve, combining the passion and creativity of the YouTube Creator community with NFL footage that redefines how people consume sports in the digital age.”
Courtin said that by extending Access Pass to NFL Legends, “we're not just giving these iconic athletes a platform to share their stories — we're providing them with the tools and resources to build their own legacies on YouTube and inspire the next generation of athletes to connect with fans in meaningful ways.”
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