This Sunday, thousands of football fans will huddle around their TVs to watch the New England Patriots battle the Seattle Seahawks for the coveted Vince Lombardi Trophy in this year’s Super Bowl XLIV. Thanks to NBCUniversal, consumers will be able to enjoy the game from any Internet-enabled device.

Aptly dubbed “Super Stream Sunday,” NBCUniversal is giving subscribers the unprecedented chance to stream 11 continuous hours of NBC content—including the game itself, the halftime show, the pre- and post-game shows, and NBC’s post-game presentation of The Blacklist—without having to log-in with their cable credentials.

The network has been hard at work expanding its TV Everywhere initiatives and hopes that its Super Bowl XLIV campaign will help spread awareness about its TV Everywhere services, which allow subscribers to watch full episodes of their favorite new and classic NBC shows wherever and whenever they want on their mobile devices.

“‘Super Stream Sunday’ builds off of NBCUniversal’s commitment to create broader TV Everywhere opportunities for our consumers,” said Alison Moore, GM and EVP, TV Everywhere, NBCUniversal. “We are leveraging the massive digital reach of the Super Bowl to help raise overall awareness of TV Everywhere by allowing consumers to explore our vast TVE offering with this special one-day-only access.”

A lack of awareness has been a major hurdle in TV Everywhere adoption. An astounding 82 percent of consumers are unfamiliar with the concept, according to research from RAMP. NBCUniversal, along with other networks, plans to change that with aggressive marketing campaigns as well as distribution deals with pay-TV providers.