The Super Bowl remains a behemoth of American entertainment, but its relationship with the creator economy is evolving. While A-list celebrities continue to command the multi-million dollar price tags for in-game ad spots, brands are increasingly looking to influencers and content creators to amplify their messaging – before, during, and after the Big Game. The shift reflects a broader trend in marketing, acknowledging the diminishing returns of traditional media buys and the growing power of authentic, relatable voices online.
According to the IAB, ad spend within the creator economy is projected to reach $43.9 billion this year. However, the sheer cost of a 30-second Super Bowl commercial – upwards of $10 million – is pushing brands to explore complementary strategies. “It used to be Good Morning America would premiere the ad, and that would get you the exposure,” explains Nick Miaritis, VaynerMedia’s chief client officer. “Fewer and fewer people are tuning into that.”
Super Bowl Creators on the Ground
The NFL itself is recognizing the value of long-term partnerships with creators, aiming to integrate them beyond a single event. Ian Trombetta, NFL SVP of marketing, highlighted the league’s desire to collaborate with creators for “months or years,” citing comedian and content creator Druski as an example. Druski transitioned from guest referee at a YouTube Flag Football Game to a team captain this year, playing alongside former NFL player Michael Vick and other creators like Ross Smith, Marlon Garcia, and Deestroying. He’s also featured in a social series for Tequila Don Julio leading up to the Super Bowl.
“So many of our partners are now seeing the NFL tied to the creator economy in a much more intentional way,” Trombetta said. This intentionality extends to creating experiences beyond the game itself. Santa Clara, California, hosted parties and events for creators and celebrities in fashion, music, and culture, driven by the league’s efforts to broaden its appeal and capitalize on the diversifying fanbase, including player-creators and their families.
Dhar Mann, appointed the NFL’s “chief kindness officer” last month, emphasized the focus on “creating moments that feel real and uplifting” throughout the Super Bowl weekend. However, the event wasn’t without its cultural undercurrents. The halftime show featuring Bad Bunny sparked political debate, with figures like President Trump advocating for an alternative performance.
Deneka Dosant, group director at Kensington Grey, predicted that the creator economy would “make noise” surrounding the Super Bowl, particularly given the significant presence of Latinx creators. “They are going to go out of their way to make so much content behind it, and so it’s going to be impossible to drown out.”
Opportunities are also expanding for mid-tier creators, those with between 100,000 and 500,000 followers, according to Lily Comba, founder of Superbloom. Bad Bunny’s performance has already influenced advertising, with Duolingo launching a “Bad Bunny 101” Spanish course and e.l.f. Featuring Melissa McCarthy playfully rolling her Rs in a Super Bowl ad.
Maria A. Rodriguez, VP of comms and marketing at Open Influence, noted that the increased Latinx creator presence isn’t necessarily about targeted marketing, but rather a reflection of existing audience engagement. “Any increase in Latinx creator presence is less about targeting and more about mirroring the mainstream audiences already engaging with the moment.”
Still Can’t Break the Small Screen
Despite the growing influence of creators, they remain largely absent from the actual Super Bowl commercials. Brands continue to rely on established celebrities to anchor their in-game spots, given the high stakes and perceived safety of a proven formula. “Creators are still incorrectly viewed as distribution and not as strategic partners,” argues Jonathan Chanti, CEO and co-founder of Reign Maker Group. “I really think it’s just a matter of people playing it safe on a very big moment and playing to a playbook that they already know.”
When creators do appear in in-game ads, they typically possess significant celebrity status themselves, or are “the top most recognizable creators who have built massive audiences,” according to Noah Eisemann, global managing director of social and influencer at VML. Examples include MrBeast’s collaboration with Salesforce and Paige DeSorbo’s appearance in a Kinder Bueno ad.
Several brands are leveraging creators for amplification on social media and branded activations. Grubhub is partnering with Bethenny Frankel, Kat Stickler, and The Woods, while Liquid I.V. Is using Bretman Rock, Allison Kuch, and Vanilla Mace to extend the reach of its first Super Bowl ad. Notably, Grubhub’s in-game ad features George Clooney.
Pringles opted against an influencer activation for its Super Bowl spot, instead focusing on celebrity Sabrina Carpenter and her existing fanbase, which the brand views as an organic “online influencer community,” according to Diane Sayler, senior director of full funnel marketing for salty snacks at Mars Snacking.
The pressure to maximize marketing spend is a key driver of this strategy. “We’re really leveraging celebrity for authority,” explains Christopher Krautler, director of brand marketing and consumer communications at Grubhub. “They bring that prestige and credibility, but we also have influencers, because they are really all about creating relatability and utility around this.”
