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Sunday night football &
SUPER BOWL OPENS
2013 - 2018
NBC Sports
Opening the Biggest Night in Football
We’ve partnered with NBC and NBC Sports VP, Creative Director/Director Tripp Dixon on nine seasons of the Emmy-winning Sunday Night Football open, TV’s most-watched primetime series. First starring Faith Hill and then the powerhouse Carrie Underwood, each open sets the tone for the biggest night in football with bold visuals, high-profile talent, and massive reach.
Our collaboration includes two Super Bowl opens, including Super Bowl XLIX, which at the time was the most-watched program in U.S. television history, peaking at over 120 million viewers.
Every season brings a new creative approach, from city-driven narratives to anthem-style stadium performances featuring the NFL’s top stars. With high-profile cameos from NFL icons and NBC Sports talent alike, each open is designed to engage millions of fans right from the first frame, delivering on-air moments that feel as big and exciting as the game itself.
SUPER BOWL LII
Carrie Underwood kicked off Super Bowl LII with a powerful performance of “The Champion,” featuring Ludacris and showcasing cameos from NFL legends alongside iconic Super Bowl moments.
The broadcast, featuring a showdown between the Philadelphia Eagles and New England Patriots, drew an average of 103.4 million viewers on NBC.
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2017
This open features Carrie Underwood performing an updated version of the SNF theme song, “Oh, Sunday Night,” and takes viewers on a journey through iconic streets in New York City, Atlanta, Denver, and Pittsburgh, building excitement for football’s biggest night. The sequence also includes top NFL players like Antonio Brown, Derek Carr, Khalil Mack, Dont’a Hightower, Julio Jones, Travis Kelce, Von Miller, Patrick Peterson, Jason Pierre-Paul, and Dak Prescott, along with NBC Sports’ Cris Collinsworth, Al Michaels, and Michele Tafoya.
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2016
This one introduced a new opening theme song titled “Oh, Sunday Night,” replacing the previous “Waiting All Day for Sunday Night.” Set to the tune of Underwood’s hit with Miranda Lambert, “Somethin’ Bad,” the open also featured 12 NFL players alongside Underwood, showcasing pre-game scenes that amped up the energy leading into the broadcast.
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2015
This marked our fourth collaboration with NBC Sports on the signature Sunday Night Football open, featuring Carrie Underwood’s performance alongside behind-the-scenes footage, practical sets, and design-driven environments, all working together to amp up fans for a season of excitement and competition.
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2014
We teamed up with NBC Sports VP, Creative Director/Director Tripp Dixon for the third season in a row to deliver full-throttle football excitement in the 1:50 open for Sunday Night Football. The open, featuring Carrie Underwood and NFL stars including Russell Wilson, Peyton Manning, LeSean McCoy, and Colin Kaepernick, debuted during the Colts vs. Broncos broadcast, which drew nearly 24 million viewers.
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SUPER BOWL XLIX
At the time, NBC’s broadcast of Super Bowl XLIX set a record as the most-watched program in American television history, averaging 114.4 million viewers. The audience climbed to 118.5 million during Katy Perry’s halftime show and peaked at 120.8 million during New England’s fourth-quarter comeback. Widely considered one of the greatest Super Bowls ever, the game ranked eighth on NFL.com’s 100 Greatest Games, third among Super Bowls.
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2013
Our second collaboration with NBC Sports on the signature Sunday Night Football open marked a major transition, as Carrie Underwood stepped in to replace Faith Hill as the voice of the theme song, “Waiting All Day for Sunday Night.” The track, a reimagined version of Joan Jett’s “I Hate Myself for Loving You,” brought new energy and star power to the opening sequence.
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