The agreement marks a first for an NFL franchise, consolidating live game broadcasts with community-driven content from creators like Brett Kollmann. Following an opening victory against the Kansas City Chiefs, the platform will carry the Rams' remaining preseason matchups, including the August 22 game against the New Orleans Saints and the August 27 finale against the Los Angeles Chargers.

Jennifer Prince, the Rams' Chief Commercial Officer, noted that the move capitalizes on recent league policy shifts allowing teams to control their own preseason distribution. For BZZR, the partnership serves as a proof-of-concept for a broader strategy aimed at scaling direct-to-consumer sports streaming across professional leagues. Elkins, whose 25-year career includes work across the NFL, NBA, and FIFA, will oversee the integration of AI-powered personalization and creator-led coverage, positioning the platform as a centralized hub for fan engagement.