The Kansas City Chiefs have evolved from a bold concept by founder Lamar Hunt into a major presence in the sports and entertainment world. In 1959, Hunt formed the American Football League with seven other team owners, collectively called the “Foolish Club” because they chose to compete with the established National Football League. Their efforts led to a league merger after the Chiefs won Super Bowl IV in 1970.
In February 2025, just before Super Bowl LIX, the Chiefs launched Foolish Club Studios, their production arm. The studio’s first project is “The Kingdom,” a six-episode docuseries filmed during the 2024 season, which aired on ESPN and Disney+ in August. The production gave audiences new access to players’ lives on and off the field.
Mark Donovan, president of the Kansas City Chiefs and CEO for Foolish Club Studios, explained that recent achievements prompted deeper brand expansion. Donovan said: “We had unexpected levels of success with the Hallmark Channel’s Holiday Touchdown: A Chiefs Love Story, the most-watched cable movie of 2024. Our claymation short, A Kingdom Christmas Story: Hail Merry, had gone viral (…) So, we started taking a deep dive into how we can turn this into a way to grow our brand and support our goal of becoming known as the ‘World’s Team.’”
Donovan noted that pursuing international recognition fits well with Hunt’s vision for football’s global reach. As far back as 1970, Hunt encouraged playing games abroad. Under current ownership led by Clark Hunt—Lamar’s son—the franchise continues this pursuit. In March 2024, it secured marketing rights in several new international markets including the UK, Ireland and Spain.
A statement from Lamar Hunt remains central to organizational culture: “Dream big and set audacious goals. It’s only by aiming high that we can reach our full potential.” According to Donovan, preserving Hunt’s legacy remains an annual goal passed down from Clark Hunt.
Hunt was an innovator within football broadcasting as early as the 1960s—using behind-the-huddle camera shots—and sought to improve fans’ experiences at every opportunity. He also named football’s championship game “Super Bowl,” inspired by his children’s toy called a Super Ball.
Foolish Club Studios collaborated with ESPN, Skydance Sports, NFL Films and others; director Kristen Lappas of Words + Pictures led “The Kingdom” series’ production team.
Lara Krug serves as president and chief operating officer of Foolish Club Studios while holding executive roles within the Chiefs organization. She described how this year’s marketing theme seeks greater global visibility for both team and series content.
Krug remarked: “You’ll see a side of Andy Reid, the very human side we don’t usually get to witness outside of how he’s become a future Hall of Famer.” She added that glimpses into head coach Reid’s personal life—as well as quarterback Patrick Mahomes’, including his family moments—add depth for viewers.
The docuseries covers key events from injuries like Mahomes’ high-ankle sprain to lighter moments such as players trying on their latest Super Bowl rings or Coach Reid dressing up after wins.
Taylor Swift also appears in episodes due to her relationship with player Travis Kelce—a real-life story which Krug said helped expand fandom among women globally: “I think people are drawn to happy stories, and this certainly is that.”
Artifacts linked to Lamar Hunt remain significant for both current players and coaches who visited historical collections during filming—an experience captured in multiple episodes.
While Kansas City did not win Super Bowl LIX following its record-setting regular season featured in “The Kingdom,” studio leaders say more productions are underway highlighting what they call compelling stories about “foolish dreamers.”
