The NFL's new initiative, "NFL 4 the Fans Live," "kicks off" Super Bowl week, and will "see the league travel to different cities with interactive gaming challenges and creator-led content for both in-person attendees and livestream viewers," according to Brandon Doerrer of AD AGE. NFL VP/Video Gaming Ed Kiang said that the event series, which will be part of Victory Fan Fest, is the NFL's "first attempt to create a virtual tailgating experience with leading gaming creators." It will feature “two vs. two gaming matchups between attendees and famous NFL figures, a fitness challenge hosted by event sponsor U.S. Marines and other tailgate-inspired competitions.” Creators Will Neff and Sydnee Goodman will co-host the event “from the ground on their YouTube and Twitch channels.” Fans will “vote on team compositions” for the two vs. two matchups, “win the same prizes as in-person attendees through giveaways and converse with Neff and Goodman throughout the stream.” The NFL partnered with GameSquare on the event ( AD AGE, 1/29 ).