By Brian Steinberg

A group of TikTok influencers are joining NBC Sports on a massive three-day trek from Kansas City to Sao Paulo and Detroit, hoping to bring professional soccer to people who might not normally think of traditional, NBC-backed media as the best place to do so.

With an extraordinary lineup of three NFL games in four days scheduled for later this week — part of the kickoff for the 2024-25 NFL season — NBC will take seven social media influencers more than 10,000 miles to create content tied to three specific games. NBC and Peacock are scheduled to run Thursday night’s game between the Baltimore Ravens and Kansas City Chiefs; Peacock will stream Friday night’s Green Bay Packers vs. Philadelphia Eagles from Sao Paulo; and NBC and Peacock will run Sunday’s Los Angeles Rams vs. Detroit Lions game on the season debut of “Sunday Night Football.”

“We want to reach GenZ and millennials, and we want to bring in women,” Lyndsay Signor, senior vice president of consumer engagement for NBC Sports, said in an interview. “With all of those creators, we have a really diverse group,” and even if the audience isn’t die-hard NFL fans, she said, “this gives them a chance to really get a taste of what we have to offer at NBC.”