For the opening of the Big Ten Saturday Night season, NBC and Peacock wanted to raise the bar for pregame fun that gave football fans a lasting and memorable experience. Big Ten Yards was designed to do just that. An all-in-one platform brought campus culture and the game to the fans and featured a variety of activities. Fans were welcomed by a tunnel entrance to run through, just like players taking the field. They could also explore an authentic locker room that proudly displayed their team's official gear. Additional activities included music, alumni appearances, body painting, contests, games, and exclusive giveaways. This traveling gridiron visited 10 campuses over 13 weeks, and each week, tens of thousands of fans came out to enjoy the festivities. The area also became a setting for broadcast cut-ins, features, and countless social media opportunities.