YouTube is now the official sponsor of the NFL's Super Bowl Tailgate Concert, replacing TikTok after four years. This is huge news for digital video sponsorship and the growing relationship between YouTube and the NFL.

Here’s what you need to know:

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YouTube Replaces TikTok: The NFL's pre-Super Bowl Tailgate Concert will be sponsored by YouTube this year, ending TikTok's run as the principal sponsor from 2021 to 2024.

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Longstanding Partnership: YouTube and the NFL have been building their relationship, including a 10-year deal for NFL Sunday Ticket and the launch of Access Pass for Legends.

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Strategic Move: The NFL likely chose YouTube due to uncertainty surrounding TikTok’s future in the U.S..

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Enhanced Viewing: YouTube’s multi-view tech could allow fans to watch multiple stages during the live stream.

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Creator Focus: The NFL sees YouTube as a perfect partner due to its commitment to creators and its global reach.

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Live Event Growth: This partnership could lead to more live events for YouTube if this year's stream is a success.

This year’s Tailgate Concert will feature Post Malone as the headliner, along with segments from YouTubers like Kristy and Desmond Scott, Chanen and Juwan Johnson, Monet McMichael, and Carter Kench. The event will be broadcast live on the NFL’s YouTube channel.

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