Dive Brief: 

• T-Mobile has signed as the presenting sponsor of “Kittle Things,” a new series from sports entertainment platform DAZN and Team Whistle, its social-first publishing arm, Marketing Dive can exclusively share.  
• “Kittle Things” is hosted by San Francisco 49ers tight end George Kittle and his wife, Claire, an entrepreneur, as they share their hobbies and passions alongside guests. Brands including Little Caesars, Lysol and PrizePicks have also joined as segment sponsors for a series of episodes. 
• Episodes will be available on DAZN, a dedicated YouTube channel and across Spotify and Apple Podcasts, in addition to “Kittle Things” and Team Whistle’s social channels. The sponsorship sees T-Mobile align closer to athlete influencers as more sports professionals get into producing social content. 

Dive Insight: 

T-Mobile is kicking off the NFL season as presenting sponsor of “Kittle Things,” an original series from DAZN. The program was created in partnership with George and Claire Kittle’s newly created Exhale Fear Productions. Linking itself to the candid series could help T-Mobile boost brand loyalty, with 91% of consumers interested in getting to know athletes off the field and 87% wanting to view shows that spotlight athletes and their partners, per DAZN and Team Whistle research.

“We’re committed to creating premium, social-first sports entertainment that resonates with fans beyond the field,” said Dustin Fleischman, executive vice president of revenue and brand strategy at Team Whistle. “This collaboration underscores our mission to connect brands and fans through storytelling that is both relatable, differentiated, and culturally relevant.”

Each episode of “Kittle Things” includes a central theme — from “The Lord of the Rings” lore to Call of Duty marathons — and discussions with athletes, celebrities and pop-culture icons. Stars George and Claire Kittle will also share an inside look at the “little things” that make life feel big, including their passions and hobbies. Beyond presenting sponsor T-Mobile, the series has segment sponsorships with Little Caesars, sports entertainment brand PrizePicks and Lysol, providing another touchpoint for brands to reach consumers.

T-Mobile has been ramping up marketing activity, with other recent moves including a national campaign starring actor Kevin Bacon in support of its new SuperMobile business phone plan. Earlier this year, the company acquired digital out-of-home media company Vistar Media for approximately $600 million through its T-Mobile Advertising Solutions business, a deal that demonstrates its commitment to expanding its ad ambitions.

Other brands have teamed with DAZN and Team Whistle to tap into sports hype. In August, White Castle Frozen Foods announced it will serve as the official series sponsor of a podcast focused on name, image and likeness rights hosted by college football standout Caleb Downs and his brother, Josh Downs, an NFL wide receiver. Last year, dishwasher detergent brand Finish linked with the entertainment company around its “Home Team” series.