Makena Cook and Stefon Diggs open the 2024 season with an NFL anthem all about the joy of football

Today, the NFL unveiled its 2024 season-long brand campaign, “This Is Football Country,” which documents the passion behind the sport and its power to unify and inspire. The 60-second video features a powerful anthem and highlights how the universal joy and love for the game of football continues to bring communities around the world together.

The campaign commercial begins with a locker room gathering with the Lahainaluna High School football team, which showed incredible resilience during the Hawaii wildfires and served as honorary captains at Super Bowl LVIII. The team breaks into a chant, “Remember who we are and who we represent.” Makena Cook, rising star in flag football for Team USA and the Los Angeles Rams girls flag team, continues with her team, “All day long like…” The scene then switches to an evening practice with the Tampa Bay Buccaneers USA Wheelchair Football League team, a league funded in part by the NFL’s Salute to Service initiative dedicated to honoring, empowering and connecting with our nation’s military members, veterans and their families, and joins in with “All night long like…”

The chant builds to a crescendo as the video progresses, becoming an anthem, with guest appearances from some of the NFL's most recognizable players and legends, including Jason Kelce (NFL legend/former Philadelphia Eagles) and his wife Kylie, DeMarcus Lawrence (Dallas Cowboys), Stefon Diggs (Houston Texans) and Myles Garrett (Cleveland Browns). The spot also features real-life football stars and personalities, such as professional football player and creator Deestroying, who hosts his popular 1ON1 football series in Japan, and college player Haley Van Voorhis, who made history as the first non-kicker woman to play in an NCAA football game.

Throughout the campaign, football ambassadors from a variety of backgrounds, including young women, flag, tackle and 1-on-1 football, appear alongside some of the NFL's best players. The full list of cameos includes:

• Steve Diggs (Houston Texans)
• Myles Garrett (Cleveland Browns)
• DeMarcus Lawrence (Dallas Cowboys)
• Jason and Kylie Kelce (NFL legend/former Philadelphia Eagles and wife)
• Makena Cook (Flag football star for Team USA 15U girls team and the Los Angeles Rams girls flag team)
• Haley Van Voorhis (College Tackle for Shenandoah Hornets)
• Deestroying (professional football player and creator)
• Lahainaluna High School football team
• The Tampa Bay Buccaneers team in the USA Wheelchair Football League

“This campaign conveys a powerful sentiment – it's the love and joy the game brings to communities around the world, no matter who you are, where you are or how you choose to express it,” said Tim Ellis, NFL chief marketing officer. “We wanted to capture the universal joy of the game while conveying the palpable hype that comes with the return of football, and we're opening the season with the biggest kickoff weekend ever to match that excitement.”

The commercial was created by 72andSunny and film production took place around the world, including Brazil, Hawaii, Florida, Japan, New York and Mexico. In addition to the main 60-second film, the campaign will release shorter vignettes throughout the year highlighting stories from around the world, from cities like Tokyo, islands like Maui or neighborhoods like Greenpoint, Brooklyn.

The league continues to place a strong strategic emphasis on global growth with the goal of establishing the NFL as a global sports company. The 2024 NFL Kickoff, presented by YouTube TV, will be a four-day football weekend of epic proportions as Super Bowl LVIII champions the Kansas City Chiefs host the Baltimore Ravens on Thursday, September 5 at 8:20 p.m. ET on NBC and Peacock, followed Friday night as the Green Bay Packers face the Philadelphia Eagles in South America for the first time in history at Corinthians Arena in São Paulo, Brazil. Fans can watch the Peacock-exclusive game at 8:15 p.m. ET. Kickoff weekend continues with unforgettable matchups on Sunday and Monday. Additional 2024 NFL International Games will be held in London, UK (October 6, 13 and 20) and Munich, Germany (November 10), in parallel with the League's ongoing international football development efforts and fan-focused initiatives around the world.

This year's campaign also highlights flag football, another key strategic priority for the league. Flag football is one of the fastest growing sports in the world, played by over 20 million people in more than 100 countries across six continents. It is the most inclusive and accessible form of football, played by people of all ages and genders, with female athletes driving some of the fastest growing sports. The International Olympic Committee (IOC) announced that flag football will be included in the program for the 2028 Summer Olympics in Los Angeles, bringing the sport to the world's biggest stage.

Tickets for all preseason and regular season games are now on sale, and fans can attend Here today. Tickets are available at Ticketmaster, SeatGeek and Sports Illustrated Tickets – members of the NFL Ticket Network.