DAZN Launch Athlete-Led Reality Series “Kittle Things”

San Francisco 49ers tight end George Kittle is expanding his presence off the field, teaming with global sports media platform DAZN to launch Kittle Things, a weekly reality and lifestyle series co-hosted with his wife, Claire.

The show debuted yesterday, 8 September, with episodes distributed across DAZN, YouTube, social media, Spotify and Apple Podcasts, reflecting a cross-platform strategy designed to maximise reach among younger, digital-first audiences. The multi-format rollout also underscores DAZN’s intent to build beyond live sports streaming into original athlete-led content and social-first publishing.

Kittle Things is co-produced by the Kittles’ newly formed production company, Exhale Fear Productions, alongside MGX Creative and DAZN’s Team Whistle division, which specialises in short-form and creator-driven media.

Each episode is structured around a central theme and features candid discussions with athletes and pop culture figures. While DAZN has not formally announced guests, a teaser trailer included appearances from Charles Barkley and comedian Shane Gillis.

For George Kittle, the project reflects a broader trend of high-profile athletes leveraging personal brands to diversify into content production.

In a joint statement, the couple, said: “Football is a huge part of our lives, but it’s not the whole story… Kittle Things is about letting fans see the other sides of us.”

The series strengthens DAZN’s positioning in an increasingly competitive sports media market. As traditional broadcasters and digital platforms compete for fan attention, lifestyle content offers an avenue to deepen engagement beyond game-day.

By co-owning production through Exhale Fear Productions, the Kittles also retain creative and commercial stake in the series—mirroring athlete-driven content ventures such as LeBron James’ The Shop or Travis and Jason Kelce’s New Heights podcast.

For DAZN, building a library of personality-driven content could help broaden its subscriber base and strengthen its relationships with rights holders by demonstrating audience engagement beyond live events.

While Kittle left the 49ers’ Week 1 victory over Seattle with a hamstring injury, the new series signals his increasing presence in the media and entertainment space.

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