Football is serious business in Texas.

There's a new show on Esquire TV that documents the crazy world of youth football in the Lone Star State.

These kids are taught from an early age by some insanely intense coaches that football is more than just a game.

"Friday Night Tykes" premieres Jan. 14 at 9 p.m. EST on Esquire Network. Esquire is owned by NBC Universal. NBC, of course, broadcasts "Sunday Night Football."

In the trailer below, watch as the coaches talk to the kids like they're professional football players in the Super Bowl.