Once upon a time, the NFL schedule release was a line item in a press release. Dry,

mechanical, and purely functional. Nothing more. Remember that?

Of course, fans cared. Who wouldn’t want to know when their team would face rivals or make prime-time appearances?

But now? It’s an all-out content war on social media, an off-season marketing Super Bowl held in May.

Teams aren’t just dropping dates, they’re dropping full-blown productions to hype people up. And fans are eating it up (or cringing at how lame some teams’ videos are).

It All Started With Cupcakes

The whole trend can be traced back to 2016. The Seattle Seahawks mimicked popular top- down cooking videos where ingredients reference their opponents.

It was fun, kind of cheeky, but ultimately, most saw it as a cute little one-off. Well… it didn’t become a one-off, after all.

Within the next few years, other teams were posting their own creative videos. Some of the most popular ones referenced other popular media—each one seemingly crazier than the last.

For example, the New York Jets made a Mario Kart video in 2018. The Atlanta Falcons released their 2019 schedule in the style of Game of Thrones’ opening. Then the Denver Broncos banked on nostalgia, referencing Full House.

And we were just beginning.

Chargers Go Anime

The Los Angeles Chargers, having established themselves as the weird, nerdy kids of the NFL, embraced that perception and went full anime in 2022.

Dropping a video styled entirely as an anime opening song (complete with a Japanese song), the Chargers didn’t just release their schedule. They made deep-cut references, dropped Easter eggs, and roasted their opponents into memes.

And in 2023, they did it again.
This time, they took even more shots at other teams, poking fun at the Lions’ gambling

suspensions and the Browns with a search bar reading: “Cleveland NFL team.”

It didn’t just exhibit creative genius, it showed that the Chargers understood their evolving fan base. Anime used to be considered niche, but now, up to 42% of Americans aged 18 and above watch anime weekly.

And in 2025, still appealing to the young ones, they did Minecraft.
Edgy, clever, and unapologetically Gen Z, the Chargers have been at the top of this trend.

The Titans on Broadway

The Tennessee Titans also went viral with their 2023 schedule release video.

While teams like the Jacksonville Jaguars put out full 8-minute productions, the Titans proved that you can go viral with much less.

Armed with nothing but a phone and a street mic (and maybe Canva for video editing), they asked clueless tourists on Nashville’s Broadway to identify team logos.

And their answers were crazy hilarious. The Falcons? “Red Stallions.” The Colts? “The Cowboys.” The Jaguars? “Chester Cheeto.”

Who said you can’t be high-impact with a low budget? All you need is a little bit of cheeky and a little bit of crazy.

From Highlight Reels to Hype Machines

So why does this matter? Because NFL teams aren’t just sports franchises anymore—they’ve also become full-on media brands.

Having tapped into its potential, no longer are NFL teams competing for views against each other — they’re up against every piece of content on the internet. That means pushing boundaries, leaning into memes, and not being afraid to go weird.

They’re now attention machines, hijacking the news and dominating timelines. These videos embody what entertainment means now in the 2020s. They connect with younger audiences who might care more about Instagram Reels than fancy game analysis on ESPN.

People around the world tune in, expectant once May comes. Those from countries where the videos are geo-restricted even use VPNs to not miss out. (More info on how to use a VPN to stream content from anywhere here).

After all, schedule releases are no longer a novelty of the sport—fans expect it now. They’re meant to fill that weird gap around May to June, between the draft and training camp. It’s a new offseason battleground where social media is the stadium.

It’s marketing gold—and it’s a great way to build loyalty outside of wins and losses.

What Makes a Good Schedule Drop?

But what separates a forgettable schedule drop from a viral one?

It’s creativity, yes. But it’s also self-awareness.

The Titans video worked because it embraced the average casual fan and their confusion.

The Chargers’ anime worked because it mocked the absurdity of NFL drama.

Other teams — like the Bears, who used “AI” — played into the chaos of current times.

There’s a fine line between trying too hard and being effortlessly funny. The best videos understand that line. They wink at fans, being with them, not talking to them.

What’s Next?

Will future videos become even more creative? Go even more viral?
Or will these franchises’ social media teams eventually run out of ideas?
Either way, we’ve crossed the point of no return; the NFL schedule drop season is here to stay. And we’re all for it.