FLAGFOOTBALL GAME
LONDON EDITION
YouTube and the NFL teamed up to bring Flag Football to London with a creator-led twist. The goal was simple: make a sport event feel like culture. We turned Team Aitch vs Team Gunna into a social spectacle, blending Mic’d-Up chaos, live polls, countdown hype and real-time reactions across YouTube, Instagram and X. The result? Millions watching, creators trending, and YouTube crowned the home of creator sport.
The event drew 60 M+ total views across the internet (public claim by NFL EVP Troy Vincent Sr.), with an estimated 3–6 M YouTube VOD views and 2–4 M live viewers during the game.
Social amplification from over 20 creators (including Khaby Lame, Deestroying, Aitch, Gunna and Nella Rose) generated an estimated 30–40 M cross-platform views on Instagram and TikTok, cementing the format as one of YouTube’s most successful creator-sport collaborations.
I helped shape the creative territories from day one, from concept to pitch. I led the social and real-time ideas, including countdowns, bragging-rights polls, the “Fire Came” reactions, and suggested several names for the creator roster. I helped define the tone of the coverage that won the pitch before the project moved straight into production.
