Los Angeles Chargers YouTube

ABOUT THIS ENTRY

The Chargers YouTube channel delivers a personality and access-driven approach that keeps fans engaged at all moments, regardless of the team’s record or time of year. By giving viewers a window into the people, stories and personalities of the organization, the channel strengthens its fandom. This focus on authentic access and storytelling has positioned the Chargers as leaders in original, engaging sports content on YouTube. 

How does this represent "Excellence in Engagement"?

For our team, excellence in engagement means creating content that resonates with fans of all interest levels beyond the peaks of the season. While many teams see their strongest performance when wins are stacking up, some of our most successful and widely viewed content is produced during the offseason, when football is not top of mind.

Our strategy focuses on humanizing the team and providing access that fans cannot find anywhere else. From behind-the-scenes moments to personality-driven features, we deliver content that satisfies curiosity and strengthens emotional investment in the team. By pairing creative storytelling with an intentional programming slate, we create engagement that outlasts any single game and has the potential to grow our fandom.

Objective

Our goal is always to stand out and on YouTube our objective stays the same: differentiate ourselves in a landscape where all 32 NFL teams are competing to tell similar stories around players, highlights and gameday moments. We aimed to create a channel that can live outside of the 18 weeks of season and not only spotlight football performance but the personalities, process and culture that define the Chargers. 

A key priority was growing fandom by delivering a diverse mix of content capable of reaching multiple audiences. The goal is to give people a reason to root for us, engage with our platforms, and ultimately, become fans regardless of football performance. 

Through a varied and intentional content mix, we aimed to humanize the team while delivering content that resonates with a wide spectrum of viewers and reinforces the Chargers fan base. 

Strategy & Execution

Our strategy this year focused on developing a diverse slate of storytelling content that offers different entry points to the Chargers for fans at any level of football interest. While Shorts continue to drive discovery, we leaned into long-form video this year as we saw value in keeping viewers engaged for longer periods of time outside the swiping landscape. 

Our adaptable, fully built-out studio allowed us to scale production across multiple content types, including podcasts, film breakdowns, and sit-down interviews. Its proximity to player spaces also enabled more human, personality-led features such as Justin Herbert Ranks His Favorite Movies, which gave fans comedic, unprecedented access to one of our franchise players. 

We also expanded storytelling through our Everything It Takes! series, which provides a behind-the-scenes look at the unsung work across the organization— helping fans understand what truly goes into running an NFL team.  Additionally, we tested unique hype video formats,  incorporating cultural themes such as a telenovela-style hype video for Latino Heritage Night

While we continue to utilize traditional football storytelling formats like Mic’d Up and Mini Movie, these pieces complement a larger programming mix designed to push our content beyond an audience of solely football fans.

Organizations

• Los Angeles Chargers

Links

•   YouTube

Credits

Jason Lavine
SVP of Brand Creative & Content
Los Angeles Chargers

Megan Julian
Vice President of Digital Marketing and Social Media
Los Angeles Chargers

Tyler Pino
Vice President of Production
Los Angeles Chargers

David Bretto
Director of Creative Video
Los Angeles Chargers

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

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

Jaemin Cho
Vertical Video Producer of Organic Social Media
Los Angeles Chargers

Bailey Pelletier
Producer and Editor of Creative Video
Los Angeles Chargers

Benjamin Chairnoff
Producer and Editor of Features & Branded Content
Los Angeles Chargers

Will Hahn
Lead Cinematographer, Storytelling
Los Angeles Chargers

Gregory Kim
Production Engineer
Los Angeles Chargers

Abby Szlosek
Associate Creative Video Producer
Los Angeles Chargers

Paige Vinnicombe
Lead Producer of Features and Branded Content
Los Angeles Chargers