Sports
Creators & the Super Bowl: A New Generation of Coverage
Super Bowl LX, the long-awaited finale to the 2025 NFL season, a showdown between the Seattle Seahawks and the New England Patriots has been highly anticipated for months. Between the contentious playoff season or the halftime show headlined by Bad Bunny, this Super Bowl should be one for the books. The NFL has expanded its social media partnerships for Super Bowl LX, bringing creator-driven content to platforms like TikTok, YouTube, and Instagram. Here is a breakdown of the coverage, spanning official NFL creator programs, brand partnerships, and independent influencer content production throughout game week.
Building on a long-term partnership between TikTok and the NFL dating back to 2019, the 2026 coverage will be heavy on the platform. This year the platform serves as a primary hub for Super Bowl creator content, bringing creators into the game week coverage ecosystem through multiple programs and activations.
Dylan Kevitch (@dylan.kevitch) announced his attendance at Super Bowl Sunday 2026, positioning himself as an on-site source for game day and behind-the-scenes content. Kevitch described the opportunity as a dream come true in his announcement post, focusing his content strategy on capturing moments that traditional broadcast coverage typically misses, including arrival sequences, pre-game atmospheres, and fan interactions in and around the stadium. His approach reflects a broader trend of creators filling gaps in conventional sports coverage.
TikTok partnered with Bleacher Report to create the B/Rcade activation on Radio Row, bringing a rotating group of creators to film interviews, arcade-style player challenges, and social-first segments throughout Super Bowl week. Radio Row, the traditional media hub during Super Bowl week, now accommodates creator-specific spaces alongside conventional sports media outlets. The B/Rcade format blends entertainment and sports journalism, allowing creators to interact with players in less formal settings than standard press conferences. This integration of creators into Radio Row signals their acceptance as legitimate media voices within the NFL’s official coverage apparatus.
The platform has aggregated broader creator participation under trend pages like Content Creator for Super Bowl and Super Bowl 2026 Commercials Are Already Live. These collections feature dozens of influencer and fan accounts posting predictions, commercial reactions, and meme content tagged to the 2026 game. The NFL expanded its creator programs with Creator of the Week and Super Bowl Week activations, bringing sports-focused influencers like Tom Grossi and iShowSpeed into official coverage. These creators produce content around events, fan experiences, and have livestreamed during game week, contributing to a distributed coverage model that reaches audiences across multiple platforms simultaneously.
YouTube channels have dedicated episodes to Super Bowl 60 content ahead of the game.The Channel House Call released Reacting To The Funniest 2026 Super Bowl Bets in a podcast format, covering betting lines and prop bets as pre-game entertainment. The format capitalizes on the popularity of prop betting, which has grown significantly as legal sports betting expanded across more states in recent years. Another show, Super Bowl 60 Props + Coaching Carousel Reactions + Way-Too-Early 2026 TE, broke down Super Bowl LX props and broader NFL storylines while distributing content across YouTube, Spotify, Apple Podcasts, TikTok, Instagram, and Twitter. This distribution strategy allows creators to reach audiences on their preferred platforms rather than forcing viewers to a single destination.
Yahoo Sports produced a live YouTube show from San Francisco covering Super Bowl predictions, MVP picks, and prop bets. The show, titled Super Bowl PREDICTIONS | Barry Sanders & Joey Mulinaro Join!, featured creator and comedian Joey Mulinaro alongside former NFL player Barry Sanders as on-air personalities. The pairing of traditional sports figures with creators demonstrates how legacy media outlets incorporate creator talent into their own programming to attract younger viewers who follow individual personalities rather than institutional brands.
Players posted their own Reels and Stories throughout Super Bowl week, many working with personal videographers to produce content that matches professional creator quality. Brands sent influencers to the game, with companies like T-Mobile, Poppi, and Gatorade funding creator trips to film watch parties and in-stadium content. The spending reflects a broader shift toward influencer marketing around major sporting events, though the return on investment varies widely depending on creator audience size and engagement rates.
MrBeast participated in NFL-related streams and activations during Super Bowl week. Tom Grossi live-streamed games and appeared in official league creator programming. iShowSpeed contributed live reaction content and fan commentary. The three operate in different content niches but all received NFL support for their Super Bowl coverage, part of the league’s effort to reach audiences across multiple platforms and demographics beyond traditional broadcast viewership.
The Super Bowl airs Sunday, with creator coverage running across TikTok, YouTube, and Instagram before, during, and after the game. Fans can find content by searching Super Bowl 2026, Super Bowl LX, or following the NFL’s official creator program participants and brand-sponsored influencers posting throughout the weekend.
