The Super Bowl’s New MVPs: How Influencers are Taking Over The Big Game
On Sunday, the Philadelphia Eagles and the Kansas City Chiefs went head to head in New Orleans during what some may call America’s favorite holiday: the Super Bowl. This year, it wasn’t just the athletes who captured the nation’s attention. Off the field, another group of MVPs was making waves: social media influencers.
While traditional Super Bowl ads still dominate TV screens, a new marketing playbook is emerging, where content creators play a central role in shaping the conversation around the Big Game. Let’s take a look at how creators stole the spotlight during Super Bowl LIX.
The evolution of Super Bowl campaigns
The Super Bowl has long been the holy grail of advertising, with brands shelling out millions for 30-second TV spots featuring A-list celebrities and music icons. But as consumer trust in traditional advertising declines, marketers are turning to influencers — AKA real people with real audiences — to drive engagement.
This year’s top influencer-driven campaigns
Take Poppi, the gut health soda brand, which flipped the script this year by making influencers the face of its 2025 Super Bowl ad. Instead of relying on big-name celebrities, Poppi enlisted social media stars Alix Earle (7.2M TikTok followers), Jake Shane (3.5M TikTok followers), and Robert Rausch (1.9M TikTok followers) to headline its commercial, reinforcing its identity as a next-generation beverage.
But influencers aren’t just starring in commercials — they’re becoming an integral part of immersive brand experiences leading up to the Big Game.
For instance, Poppi extended its Super Bowl campaign into real-world activations, sending eye-catching pink vending machines to influencers and NFL WAGs across major football cities.
Meanwhile, brands like Abercrombie & Fitch, Instacart, and Hellmann’s took influencer partnerships beyond #sponsored posts, hosting exclusive events, brand activations, and VIP parties.
For example, Abercrombie invited lifestyle creators to private brunches and Super Bowl watch parties, seamlessly integrating influencer content into the brand’s larger campaign.
Hellmann’s, took a more interactive approach this year by partnering with influencers to drive home its “Make Taste, Not Waste” message. As part of the campaign, the brand not only partnered with foodie influencers to showcase game-day recipes using leftovers, but also invited them to an exclusive activation at Katz’s Deli in New York City, where they sampled custom sandwiches made from repurposed ingredients — reinforcing its sustainability efforts while capitalizing on the viral appeal of food content.
These creative activations not only amplified brand reach but also generated organic engagement, proving that experiential marketing is the new playbook for Super Bowl campaigns.
Why are brands doubling down on influencers for their Super Bowl strategies?
Consumers today crave relatability and authenticity, and they trust influencers more than traditional celebrities. When an influencer shares their genuine excitement for a brand — whether it’s through an #ad, an event, or a behind-the-scenes glimpse — it resonates in a way that polished, high-production commercials often can’t.
Additionally, influencer-led campaigns come with a built-in distribution advantage. A celebrity-studded Super Bowl ad might generate millions of views on TV, but influencers can extend that reach even further by sharing content with their engaged, loyal followers across channels like Instagram, TikTok, and YouTube.
Not to mention, influencer marketing is significantly more cost-effective. With the average 30-second Super Bowl LIX commercial rumored to cost nearly $8 million, brands can achieve high-impact engagement at a fraction of the price by working with creators who offer direct, authentic connections to their audiences.
The future of Super Bowl marketing
The days of relying solely on blockbuster commercials are fading. The modern-day Super Bowl marketing playbook is dynamic, social-first, and experiential. By blending influencer partnerships with real-world activations, brands can create a lasting impact that stretches far beyond game day.
Even the NFL is embracing this shift, collaborating with influencers to create content that resonates with younger generations. From behind-the-scenes locker room tours to interactive TikTok challenges, the league is using creators to foster deeper fan engagement and make football more accessible to a new wave of viewers.
As brands continue to rethink their approach to Super Bowl advertising, one thing is clear: influencers are no longer just on the sidelines — they’re leading the charge. Whether they’re starring in commercials, promoting live event activations, or creating viral social moments, content creators are proving they’re the true MVPs of modern marketing.
