• by Colin Kirkland , 79 minutes ago

X is furthering its year-old “Originals” video program with a launch celebrating the National Football League’s 50th anniversary of “Inside the NFL,” showing unseen footage and behind-the-scenes coverage of weekly games. 

On Wednesday September 9, X Originals will premiere and host “Inside the NFL” for the second season, featuring “hundreds of short form clips, mic’d up moments and game edits,” per the NFL’s announcement.

The league’s highlight show aired on HBO from 1977 to 2008, with additional coverage on Showtime, Paramount+ and The CW before signing a partnership deal with X for the 2025 season.

By ditching the roundtable discussions rooting the show’s longtime TV run, X’s global head of content partnerships, Mitch Smith, told Front Office Sports that “Inside the NFL” will “maintain [its] pedigree for premium storytelling while adapting to what the fans want in a more short-form and direct-to-consumer environment.” 

“They are leaning into the cinematic access that they have and the sights and sounds and player-driven content,” Smith added.

Along with the X Originals hub, “Inside the NFL” will be featured on X’s updated “NFL Gametime” activation, designed to act similarly to TikTok’s NFL in-app hub by providing an in-app space where fans and creators can go to track live game scores and stats, discuss games in real time, and post clips.