The Internet's New Favourite Sports Tradition

Just one decade ago, schedule releases were nothing more than a press release and a static graphic.

A neat grid of dates, opponents, and maybe (if you were lucky), a themed wallpaper for your desktop. It was an important day for season-ticket holders and sportswriters, but hardly a major event in any league. 

Then in 2016, the Seattle Seahawks revealed their season’s schedule by parodying a baking video, portraying their opponents as cupcakes. Since then, schedule releases have become a creative arms race in the NFL and beyond, with social media teams all vying to win the internet with their release ideas. The videos we end up seeing on our feed are the result of months spent brainstorming, writing, planning, directing, and sometimes even animating. 

The schedule release used to serve one purpose: to inform fans when their team was playing. But in the social media-first fan culture, that approach falls flat. Fans are no longer satisfied with simply consuming information; they want experiences. They want to be entertained, see their communities represented, and their inside jokes acknowledged.

It’s not just about announcing dates anymore; it’s about capturing attention in a crowded content environment. Every year, there seems to be bigger ideas, higher production value, more celebrity cameos, and bolder humour.

And they aren’t just trying to reach their core fans anymore; in fact, most teams are aiming to reach audiences beyond their sport entirely. 

“You want to go viral on different Reddit channels, not just the NFL’s Reddit; the Sims community, the anime community, the Raiders’ subreddit. That’s the goal, for a bunch of people to feel included or involved.” Says Megan Julian, the LA Chargers’ senior director of digital and social media. 

And these videos do go viral, and often. For example, the Falcon’s Game of Thrones homage in 2019, the 2023 Titans fan street interview, or the Chargers' 2024 Sims parody video. These schedule releases each received tens of millions of views across social media, reaching well beyond their core audience, and proving to every team the kind of impact these videos can have. 

Why Fans Care

At the heart of this evolution is one simple truth: fans want to see themselves reflected in their team’s content.

The most successful schedule releases go beyond celebrity cameos or flashy production. They resonate because they’re packed with cultural nods, inside jokes, and subtle references that only the most dedicated supporters will catch. These details create a sense of belonging, it’s recognition that fandom isn’t passive anymore - it’s participatory.

When teams tap into that layer of shared knowledge, fans don’t just watch, they participate. They share clips, debate hidden Easter eggs, and remix the content into memes that stretch its impact far past release day.

The following examples from the NHL, NBA & NFL highlight how teams are doing it best this year.

Our Top 10 (in no particular order)

1. Washington Commanders - Rollercoaster Tycoon

The Washington Commanders revealed their schedule in the style of the 1999 video game Rollercoaster Tycoon, using themed rides to tease opponents and nod to historic moments (think a coaster called the “Luvu Leap” for the Eagles match-up). Check out the video [HERE]

2. LA Chargers - Minecraft

The Chargers created the most-viewed video for the second year in a row, releasing a fully animated Minecraft-style video, packed with inside jokes, jabs at divisional rivals, and hidden Easter eggs for fans to discover. Check out the video [HERE]

3. Chicago Bulls - Toy Store Basketball Game

For their schedule reveal, Benny the Bull and a few Bulls players went head-to-head with basketball icons, all reimagined as action figures playing within a toy store after hours.  A lighthearted, visually striking release that tapped into childhood nostalgia. Check out the video [HERE]

4. LA Rams - News Broadcast

The Rams released a parody of a news broadcast hosted by actress Brenda Song, filled with tons of jokes (at the expense of their rivals). This unfiltered approach combined with the high production value made for an instant classic. Check out the video [HERE]

5. Buffalo Sabres - Themed Hot Wings

Former Sabres player (and current commentator) Rob Ray tried opponent-themed wings, mixing playful puns with personality-driven humour. The video was parsed out into individual images that spread like wildfire. Check out the video [HERE]

6. New Orleans Pelicans - Removing the Curse

The New Orleans Pelicans embraced the “Pelicans are cursed” meme, showing players Trey Murphy lll & Herb Jones getting rid of “cursed” items from their stadium. Leaning into the joke shows fans they're listening, and don't take themselves too seriously. Check out the video [HERE]

7. Vancouver Canucks - NHL Gameplay  

The Canucks recreated the EA NHL video game experience, featuring Vancouver-born recording artist BBNO$. A homegrown celebrity playing a globally recognized video game made their schedule release feel uniquely theirs, while still appealing to fans anywhere. Check out the video [HERE]

8. NY Giants - Love Island Parody

The Giants unveiled their schedule with a spoof of Love Island intros, casting rival team fans as the “contestants”. Timely, playful, and instantly recognizable to wider audiences. Check out the video [HERE]

9. Washington Wizards - Street Magician

The Washington Wizards leaned into their team name by having a street magician/mentalist reveal their match-ups by "reading the minds" of fans thinking of opposing teams. We still can't figure out how he did it. Check out the video [HERE]

10. Minnesota Vikings - Fan Tattoos

Do you love your team enough to get a tattoo for them? The Vikings put their fans’ dedication on display by having them ink designs representing each of their opponents this season. A bold and unique video that includes real fans in the schedule release. Check out the video [HERE]

Beyond the Announcement

For teams and leagues, schedule releases are more than a chance to generate buzz. They’re also the perfect opportunity to:

• Engage sponsors: A highly visible, high-engagement moment is an ideal platform to showcase sponsor integrations in a way that feels organic
• Capture Fan data: Interactive campaigns tied to the release can help move anonymous social followers into an addressable database.
• Drive long-term content value: A strong schedule release creates content that can be repurposed throughout the season, from social media clips to email campaigns.
• Strengthen brand identity: Each release is a chance to reinforce a team’s personality, values, and voice in a way fans (and non-fans) instantly recognize.

The teams that maximize value here are the ones that look beyond the short-term views and focus on building relationships that last the entire year.

Final Thoughts: Reveals That Resonate

The evolution of the schedule release shows us just how much fan expectations have shifted. What started as a simple announcement has transformed into a high-production event where teams can push their creativity and fan connection further than usual. The schedule release is no longer just about when games happen; it’s about who teams are, and how they celebrate their fans. 

The teams doing it best are leaning fully into the social conversation, embracing bold ideas, and letting their fans see themselves in the story. Because in the end, what makes these reveals powerful isn’t the schedule itself, but the way it reflects the culture and community around the game.

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