When Sound Meets Sport: Seibold x Riot on the Block in NFL Shop’s “This Is What You’ve Been Waiting For” Campaign
Music and sports have always had a natural synergy energy, excitement, momentum. But every now and then, the convergence feels like something more intentional: a moment when a song isn’t just background, it is the message. That’s exactly what’s happening with the NFL Shop commercial featuring Seibold x Riot on the Block and their track “This Is What You’ve Been Waiting For.”
In the commercial, powerful visuals of athletes in motion, iconic game-day moments, and fans in the stands are matched beat-for-beat with the urgency and uplift of the song. You feel the pulse of the track in every cut, every camera angle. It’s more than a music sync, it’s a moment of narrative: “game on,” “the big moment is here,” “you’ve waited, now go.”
For Seibold and Riot on the Block, it’s a huge spotlight, their voices and sound now intimately tied to the emotional peaks of the NFL experience. For fans of the artists, it’s a moment of pride. For broader audiences, it’s possibly the first time the song hits ear synapses tied to adrenaline, stadium lights, and belonging.
LYRICS
This is what you've been waiting for
This is what you've been waiting for
This is what you've been waiting for
This is what you've been waiting for
This what you came for
Are you not entertained?
This is what you're waiting for
We center stage
Ain't no better time than now
Ready your fists going down
Countdown to the rest of your life
Showtime, baby turn on the lights
Gold status greatest of all time
Look at me shine Yeh yeh yeh
I got what they looking for every time
You've been patiently waiting
Anticipating but you aint waiting no more
Cause i’m in the building
The building is building,
I got what you've been waiting for, yeah
This is what you've been waiting for
This is what you've been waiting for
This is what you've been waiting for
Look at me now, I'm the talk of this town Yeah,
it's going down
This is what you've been waiting for
Look at me now,
Yea it ain't no doubt
It's going down
This is what you've been waiting for
Yeah, it ain't no doubt
This is what you've been waiting for
It's going down
This is what you've been waiting for
