Kansas City Chiefs: The World's Largest Tailgate
Bringing Chiefs Kingdom Together for The World’s Largest Tailgate
2.5MTotal Video Impressions
90Minute Livestream
75,000+Concurrent Viewers
31xMore Virtual Views than Tailgate Capacity
In This Case Study:
To celebrate the 2023 NFL season kickoff, the Kansas City Chiefs wanted to create more than an in-person tailgate at GEHA Field at Arrowhead Stadium. They wanted to bring Chiefs Kingdom together in Kansas City and give fans around the world a way to take part in the experience.
The World’s Largest Tailgate combined live music, celebrity talent, fan energy, remote segments, sponsor moments, and a custom digital viewing experience into one 90-minute live show.
BMG was brought in to develop the run of show, produce and direct the livestream, manage talent and creative content, support the on-site production, and integrate six remote feeds from fans and contributors across the United States, Germany, and Mexico.
BMG Main Services
The Challenge: Turning a Stadium Tailgate Into a Global Fan Experience
The Chiefs needed the energy of a live tailgate to translate beyond the stadium.
The event had to capture the atmosphere at Arrowhead, showcase live performances and celebrity appearances, connect fans watching remotely, and deliver a polished digital experience for viewers who could not attend in person.
Capturing the Tailgate Energy
The production needed to cover a packed live environment with music, crowd reactions, fan moments, sponsor activations, and two separate stages within the tailgate compound.
Building the Show Creatively
The event required more than camera coverage. BMG had to shape the 90-minute run of show, develop video and graphics packages, support talent moments, and create a format that moved between live entertainment, fan engagement, and remote segments.
Connecting Chiefs Kingdom Remotely
The Chiefs wanted fans outside Kansas City to feel included in the kickoff celebration. That required integrating six remote feeds into the live show, including locations across the United States, Germany, and Mexico.
Delivering a Digital Viewing Experience
Fans watching outside the stadium needed a destination for the livestream. The show had to be delivered through a custom-branded microsite that supported engagement and extended the tailgate experience beyond the venue.
The Solution: A Live Entertainment Broadcast Built for Chiefs Kingdom
BMG built the production around the full fan experience, combining live event production, creative development, remote integration, talent management, and digital delivery into one coordinated show.
Creative Development and Run of Show
BMG developed the 90-minute run of show, shaping the event into a live entertainment broadcast that could move between music, celebrity talent, fan moments, remote segments, and sponsor integration.
The show featured YouTube stars the Merrell Twins, NFL Commissioner Roger Goodell, influencer Tabitha Swatosh, Donna Kelce, Saturday Night Live star Heidi Gardner, and DJ/producer duo Two Friends.
BMG also created the video and graphics packages that supported the livestream and gave the show a cohesive broadcast identity.
On-Site Live Production
BMG produced and directed the live event from GEHA Field at Arrowhead Stadium, with BMG CEO Todd Mason directing the broadcast.
Using BMG’s RMU-2 mobile unit, the production was shot with 12 cameras, including Grass Valley LDX 86 WorldCam broadcast cameras, a 25-foot jib, Steadicam, wireless handheld, and multiple PTZ cameras.
The camera plan was designed to cover the crowd, performances, talent moments, and two separate stages throughout the tailgate compound.
Remote Fan Integration
To connect Chiefs Kingdom beyond Kansas City, BMG integrated six remote feeds into the live show.
Those remotes included four locations in the United States, one in Germany, and one in Mexico. BMG’s Cloud Control Center™ managed transmissions between the REMI mobile unit and the remote broadcast feeds, allowing the production to bring fans from around the world into the live event.
Custom-Branded Microsite and Distribution
Fans who could not attend in person watched the full show through ChiefsLive.com, a custom-branded microsite built to extend the tailgate experience digitally.
The microsite gave viewers a dedicated destination for the livestream and supported interactive and engagement tools that helped turn the event into a shared digital experience.
BMG also handled encoding and distribution to three platforms and destinations.
Event Production, Talent, and Technical Support
BMG supported the broader event with production and event management, lighting and effects design, on-site AV equipment, staging support, crew booking, talent management, and artist rider fulfillment.
This allowed the Chiefs, NFL, and event sponsor Bud Light to align around one live show that served the in-person crowd, virtual audience, talent, and sponsor experience.
Impact: A Tailgate Built Beyond the Stadium
The World’s Largest Tailgate gave the Chiefs a way to connect Chiefs Kingdom in Kansas City and around the world.
The livestream generated more than 2.5 million video impressions, reached more than 75,000 concurrent viewers, and delivered 31 times more virtual viewers than the physical tailgate capacity allowed.
For the Chiefs, the event extended the kickoff celebration beyond Arrowhead Stadium and turned a local fan tradition into a global live entertainment experience.
Deliverables
90-minute live event production and direction
Full run-of-show development and creative sequencing
Multi-camera production (12-camera broadcast setup)
REMI workflow management via BMG Cloud Control Center™
Global transmission coordination across 6 remote feeds
Stage, lighting, and AV production management
Graphics design and live show packages
Live streaming and digital platform delivery (ChiefsLive.com)
Key Information
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