Call it the kick-off to the Kickoff.
NBC is mounting a week-long promotional effort called “Race to Wednesday” to give fans ample notice that its 2026 NFL Kickoff Game takes place on a Wednesday — just the second time in NBC Sports‘ history of football coverage it will do so.
Starting Tuesday, a custom NFL Kickoff football will be sent on a journey across the U.S., with personalities from NBC, Bravo and Peacock offering updates along the way. Maria Taylor of “Football Night in America” will be seen informing personnel from the three media properties the Kickoff Game has moved to Wednesday.
The football will make its way from Boston to Seattle, traveling through NFL cities and various fan communities with help from NBC and Bravo talent, content creators, mascots and surprise guests, all appearing in social content
“At NBCUniversal, we take major events and turn them into cultural moments,” said Jenny Storms, chief marketing officer, NBCUniversal Television & Streaming, in a statement. “With the NFL season kicking off on a Wednesday, a rare occurrence that immediately captures attention, we wanted to turn the countdown itself into an event. ‘NBC’s Race to Wednesday’ unites our talent, brands and fan communities across the country to build anticipation for one of the most exciting days on the sports calendar.”
