Los Angeles YouTube Channel

ABOUT THIS ENTRY

The Chargers YouTube channel helped usher in a new era in 2025 by introducing Coach Jim Harbaugh, new roster additions, and a grittier, football-first content approach. Our behind-the-scenes storytelling, including rookie experiences and Harbaughisms, engaged fans beyond the Chargers base, tapping into the broader NFL community. By blending authenticity, strategic marketing, and high-quality production, we expanded our reach and reinforced the Chargers as a leader in digital sports media.

How does this represent "Excellence in Engagement"?

The Chargers YouTube strategy sets a new benchmark for fan engagement by expanding beyond traditional sports content and redefining how NFL teams connect with audiences. In 2024, we gained over 99K subscribers, a direct result of creating content that appeals not just to Chargers fans but to general NFL enthusiasts—and even those who’ve never watched a football game. Our goal isn’t just to entertain existing fans; it’s to create new ones.

By merging interests beyond football, we’re reaching untapped audiences. A behind-the-scenes video following Everything An NFL Photographer Does on Gameday has the capability to draw in new viewership, like photographers for example, with its fresh perspective. This content humanizes the organization and fills a gap in the sports content landscape, proving that great storytelling can convert casual viewers into invested fans.

By setting a new industry standard for diverse content, we’re pushing other sports organizations to think bigger. Engagement is not just about views. In our strategy, engagement is about making lasting connections, and in doing so, we’re redefining what it means to be a fan.

Objective

YouTube has been a staple in the Chargers content department in recent seasons, ranking in the top five in total views amongst NFL teams season after season. This year, the Chargers YouTube was one of the primary mediums to help usher in a new era. The Chargers hired coach Jim Harbaugh at the top of 2025 and the roster evolved a lot throughout the offseason.

This team saw this as the perfect opportunity to introduce our fresh roster; highlighting everyone from returning players (already beloved by fans), our young draftees, and key free agency pickups. Beyond player and coach introductions, we aimed to elevate our gameday content with a produced video series that embodies our digital rebrand: grittier, tougher, and fully locked in on football. From behind-the-scenes moments to in-depth storytelling, we’re setting a new standard for NFL content and creating deep connections with our fans. In a league where every team is fighting for attention, we wanted to carve out our own space with content that stands apart and is undeniably us.

Strategy & Execution

The Chargers YouTube strategy was built for the modern sports fan. Ensuring engagement, authenticity and designed to go beyond the Chargers fandom. While we cater to die-hards, much of our content resonates with fans across the league.

Behind-the-scenes content that gives fans a rare glimpse into the day-to-day operations of an NFL team. Videos showcasing Everything NFL Rookies Do On Their First Day or Everything That Goes Into A Week-Long NFL Road Trip provide insights that resonate with all football fans. By filling a content gap that many teams overlook, we’re able to draw a broader audience.

Another key focus was highlighting Coach Harbaugh’s unique mannerisms and intensity he brings to the Chargers. As one of the most notable coaches in football today, we knew it was essential to capitalize on the buzz surrounding him. In collaboration with the Ravens, we had Jim & John Harbaugh React to Harbaughisms, tapping into their shared history and unique personalities. This video not only drew in Chargers fans but also engaged Ravens fans and supporters from Coach Harbaugh’s past stops. While his personality naturally carries the content, strategically marketing it builds a larger-than-life presence that resonates with football fans far beyond our own base.

Organizations

• Los Angeles Chargers

Links

•   YouTube

Credits

Jason Lavine
Senior Vice President, Brand Creative & Content
Los Angeles Chargers

Tyler Pino
Senior Director, Production
Los Angeles Chargers

David Bretto
Director, Creative Video
Los Angeles Chargers

Brian Georgeson
Senior Production Engineer
Los Angeles Chargers

Carly Gough
Senior Producer, Features & Branded Content
Los Angeles Chargers

Will Hahn
Lead Cinematographer, Storytelling
Los Angeles Chargers

Brian Raab
Lead Editor, Features & Branded Content
Los Angeles Chargers

Paige Vinnicombe
Lead Producer, Features & Branded Content
Los Angeles Chargers

Jasmine Blevins
Producer & Editor, Storytelling,
Los Angeles Chargers

Benjamin Chairnoff
Producer & Editor, Features & Branded Content
Los Angeles Chargers

Greg Kim
Senior Coordinator, Asset Management & Production
Los Angeles Chargers

Luke Kohli
Producer & Editor, Creative Video
Los Angeles Chargers

Lily Norris
Associate Producer & Editor, Features & Branded Content
Los Angeles Chargers

Bailey Pelletier
Associate Editor, Creative Video
Los Angeles Chargers