NFL glossary for 'You Better Believe It' 2025 Kickoff campaign

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The NFL on Thursday debuted “You Better Believe It,” a high-energy 2025 Kickoff campaign that blends artificial intelligence and live action to create a football bonanza full of team-specific references and Easter eggs for a fan’s favorite team.

Don’t worry if you missed something in the 60-second spot! NFL.com is here with a glossary of all the inside football references from A to Z.

ATL aura

Rayyan Arkan Dikha, an 11-year-old boy who lives in Indonesia, went viral this summer when a video of him dancing on a boat was posted and aura farming was born. Aura = something you want to have. ATL aura weighs a ton.

Black hole

The Las Vegas Raiders’ most notorious fans since 1995. Just win baby? Just win, baby!

Biting kneecaps

Viral quote from Lions head coach Dan Campbell’s introductory news conference in January 2021.

Brock ‘n’ Roll

San Francisco 49ers quarterback Brock Purdy, who went from being the final pick in the 2022 NFL Draft to nearly leading the Niners to a Super Bowl title.

Joe Cool

Nickname for star quarterback Joe Burrow of the Cincinnati Bengals.

Just win

Just win baby? Just win, baby! The iconic slogan of Al Davis, the late Raiders owner and father of current owner Mark Davis.

Major Tuddy

Mascot of the Washington Commanders. He’s kind of a pig deal.

Pope Leo XIV

Head of the Catholic Church, and the first Pope who was born in the United States — specifically Chicago. Could the Bears have some divine intervention this season? Caleb and da Bears, praise be!

The Rizzler

Tik Tok and social media star known for his viral “rizz face.” Giant-sized hopes, you can’t handle the rizz!

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