The NFL will be hosting more than 150 creators in New Orleans for Super Bowl week, leaning into their connections with social media followers around the world as it seeks to expand the global audience for the Big Game in the Big Easy, and football in general.
The creators chosen by the league to produce social content both on Feb. 9 and throughout the week leading up to the Super Bowl span multiple niches—including fashion, gaming and, of course, sports. Some will be small creators local to the host city while others will be “some of the biggest creators on the planet,” said Ian Trombetta, the NFL’s senior VP of social, influencer and content marketing.
The NFL has been collaborating with creators for several years now, including at last year’s Super Bowl, where the league flew a group of YouTube stars out to Las Vegas to film content surrounding the Big Game. The role of creators at Super Bowl LIX will be “bigger than ever,” Trombetta said.
“With the Super Bowl, we want to reach as many people as possible—more casual audiences, younger audiences and international audiences,” he said.