The Indianapolis Colts faced significant backlash after deleting a social media video that was intended to creatively reveal their 2025 game schedule. The video, which was formatted in the style of the Microsoft-owned video game Minecraft, was removed following public criticism, with the team citing a breach of their agreement with Microsoft and the inclusion of what they described as insensitive content related to Dolphins wide receiver Tyreek Hill.
The animated clip opened with a segment previewing the team’s Week 1 game against the Miami Dolphins. In it, Hill was depicted as a dolphin being approached by a Coast Guard boat with a police siren blaring, followed by a police officer glaring at him. This visualization was interpreted as referencing Hill’s publicized arrest in September, which included bodycam footage of the wide receiver being pinned to the ground by police while placed in handcuffs.
The Colts issued a statement on Thursday acknowledging their decision to remove the video, stating, ‘We removed our schedule release video because it exceeded our rights with Microsoft and included an insensitive clip involving Dolphins wide receiver Tyreek Hill. We sincerely apologize to Microsoft and Tyreek.’ This apology was directed not only at the tech company but also at Hill himself, as the team acknowledged the sensitive nature of the depiction and the breach of their contractual agreement with Microsoft.
Tyreek Hill responded to the situation on Wednesday via an X post, expressing his belief that the Colts should have left the video up. This reaction highlighted the ongoing debate surrounding the portrayal of public figures, particularly in the context of their personal controversies, and the responsibility of media outlets in shaping narratives around such events.
Unlike the Colts’ video, the Los Angeles Chargers’ schedule release video also utilized Minecraft but was presented as actual gameplay rather than animation. The Chargers included a disclaimer at the start of their video, which may have contributed to the less contentious reception of their content. This contrast underscores the importance of context and transparency in the use of creative formats, especially when addressing real-world events, such as public accusations or legal proceedings.
The NFL has been in a partnership with Microsoft since 2013, with a five-year, $40,000,000 contract that was later extended in 2020. This collaboration has allowed NFL teams to use Microsoft Teams for internal communication and Microsoft Surface tablets for players and coaches during games. The Colts’ decision to remove the video highlights the broader implications of corporate agreements in the sports industry, as well as the potential for creative content to intersect with legal and ethical considerations.
The controversy over the Colts’ video has sparked discussions about the balance between creative expression, corporate obligations, and the portrayal of real individuals in media. As NFL teams continue to explore innovative ways to engage with fans, the incident serves as a reminder of the responsibilities that come with such creative endeavors, particularly when dealing with sensitive or potentially controversial subjects.