Emmy Award for “Viva Chiefs’ Kingdom”

Mission

Viva Chiefs Kingdom was created to introduce the Kansas City Chiefs culture to new audiences and show that being a fan goes far beyond wins or the Super Bowl. The concept was originally developed and proposed by Samba Digital as a strategic way for the Chiefs to expand in the Latino market through a completely different type of NFL storytelling, one rooted in culture, identity and real fan emotion.

Instead of focusing on results on the field, we presented the Chiefs with a new path: a fans-first narrative that would reflect the passion and everyday rituals of Mexican supporters and help new audiences connect with the team in a more human and authentic way.

The project became the first all-Spanish long-form content in the club’s history and was a key step in positioning the Chiefs for long-term growth in international markets. The success of the idea was validated across two award-winning seasons, the first earning an Emmy and the second winning a Clio Sports Silver Award.

The goal: Present the passion, identity and everyday rituals of Chiefs fans and create an authentic entry point for people who are discovering the NFL and the Chiefs brand.

Results

The project delivered a powerful cultural and emotional impact:

• International recognition: Season 1 won an Emmy Award and Season 2 won a Clio Sports Silver Award.
• Strong distribution: Season 1 premiered on Fox Sports Mexico, later aired on Universo in the US and YouTube
• Digital reach: Season 2 premiered on YouTube with each episode surpassing 200k views.
• New fan onboarding: Introduced Chiefs culture to people new to the NFL through real fan stories.
• Global strategy: Reinforced the Chiefs commitment to international fan growth.

The Creative Concept

“Viva Chiefs Kingdom”

• Showcase the Chiefs brand through the eyes of fans in Mexico.
• Use storytelling to reflect community, belonging and identity beyond game results.
• Present a culture-first narrative designed to welcome new fans.

Collaborative Process

• Samba Digital’s role: Research, cultural framing and narrative development through the Latin America content team.
• Fan-first approach: Casting shaped through VideoAsk interviews across different cities.
• Cinematic execution: Local filming combined with Chiefs-provided footage and post production across Latin America.

Approach

Our approach focused on transforming the Chiefs fanbase in Mexico into a cultural story. Instead of highlighting the team’s victories, we highlighted the human connection that lives before and after every season.

The series followed fans across cities such as Chihuahua, Monterrey, Torreón, Puebla and Mexico City and showed how Chiefs identity grows independently of game results. It was created to help new audiences discover the team through community and emotion.

Design & Storytelling Strategy

Our storytelling was designed to connect new fans with the emotional roots of Chiefs fandom.

Hero Perspective

• Fans are the protagonists, not the wins or the trophies.
• Stories highlight daily life, family, community and culture.
• Each episode builds emotional connection for new fans discovering the Chiefs.

Club DNA & Identity

• Consistent use of the Chiefs visual identity in a way that feels local and cultural.
• Blending team legacy with the personality of Mexican fandom.
• Strengthening global image through authentic storytelling.

Long-Term Vision

• Global expansion: A format that can be replicated in Spain, Brazil and other international markets.
• Cultural connection: Build long-term affinity through human stories rather than game outcomes.
• Community growth: Bring new fans into Chiefs Kingdom through identity and belonging.
• Sustainable storytelling: Create narratives that live beyond a single season.