Kansas City Chiefs Bid to Become 'The World's Team'

New production company leads the charge

After three consecutive Super Bowl appearances and a pair of titles in 2023 and ’24, the Kansas City Chiefs are seeking to score in the realm of sports media and entertainment.

To that end, the NFL juggernaut launched a production arm called Foolish Club Studios in February. The unit seeks to develop scripted and unscripted content. 

The Chiefs have already landed a Disney+/ESPN docu-series deal. A film slated to debut later this year will chronicle the franchise’s six-decade history.

Foolish Club’s mission is to inspire people to pursue their own personal greatness “by telling the stories of ‘Foolish Dreamers.'” Sports pioneer Lamar Hunt inspired the startup’s name. Hunt founded the AFL and helped to shape the modern-day NFL.

“By never being satisfied and believing that bold ambition, combined with a strong team, can unlock new ideas and opportunities, we inspire everyone to build and dream even bigger,” says Chiefs EVP and CMO Lara Krug.

Muse chatted with Krug about how sports and culture go hand-in-hand and the team’s long-term plans.

MUSE: Can you describe what led to the creation of Foolish Club?

Lara Krug: We strive to become “The World’s Team,” recognizing that our fan base now extends beyond Kansas City and reaches worldwide. With this in mind, our strategies to engage with fans must evolve, leveraging powerful storytelling to connect with audiences. For years, we’ve shared impactful stories of players, individuals and fans who believe in greatness both on and off the field. We see this as the next step in building a new business dedicated to telling those stories. As the industry and consumer behaviors continue to evolve, we recognize a significant opportunity to lead in this space where sports, culture and entertainment intersect.

What will the Chiefs focus on for long- and short-form storytelling?

Our mission is to inspire people to pursue greatness by telling the stories of “Foolish Dreamers”—those who push the limits to achieve excellence on the field, at home and in the game of life. Our first project, announced in partnership with Skydance Sports, W+P and 2PM, will showcase a deep dive into the human side of what makes the Chiefs a culture of greatness.

What plans are you making to market the programs that get developed?

For our first story, we aim to support efforts to market and promote this film to a wide and global audience—comprising both casual and avid sports fans, as well as fans of inspiring storytelling. The Chiefs already have a broad fan base, with nearly 57 percent of fans being female. With this in mind, we want to ensure that our first project is marketed in a modern way, recognizing that fans today may look very different from traditional assumptions.

What excites you most about this new territory?

So much excites me about this new business and opportunity—from unlocking new partnerships with creative producers to the expansion that media partners can bring to the table, to the potential for global revenue growth, all while leveraging cultural relevance to enhance the fan experience. On a personal level, it has given me the chance to embrace a new challenge and continuously tap into that entrepreneurial mindset for growth.

What inspires you most about how the Chiefs are evolving?

What inspires me most is that, to this day, Lamar’s vision of being a “foolish dreamer” lives on through the people and the organization—relentlessly pursuing greatness, always with a strong sense of character.

Do you see more of this happening within sports?

I certainly hope so. Sports and culture go hand in hand, and I believe those in the sports, brand, media, and entertainment industries need to continue pushing boundaries, understanding fans, and embracing the changing world to become industry leaders.