Marketers are integrating creators into their Super Bowl plans not just during the Big Game but in the run-up and after this year. Last year, creators like Addison Rae and Charli D’Amelio, broke into the Super Bowl by appearing in Big Game ads. This year, creators are hosting live events, rallying fans online and staying at creator-only houses to make content and attract brand deals.
Super Bowl LIX is not only a competitive night for the teams — the Kansas City Chiefs and Philadelphia Eagles will face off Feb. 9 on Fox at the Caesars Superdome in New Orleans — but for advertisers. A 30-second ad can now top some $8 million in 2025 — surpassing $7 million for the same type of spot in 2024.
Creators and brands have to find more ways to stand out in a period of content overload and ensure their investments still pay off. It’s a difficult task in a more fragmented digital landscape and an important moment for creators as the continuously-looming TikTok ban continues to change the creator economy.
Creator Super Bowl houses
Throughout Super Bowl weekend, talent management group Rewired Talent will rent a house in New Orleans for 10 creators on the ground. This is the second year that Rewired will run a creator house for the Super Bowl. The brands and creators (some are reality stars, sports creators and niche influencers) are undisclosed until launch, approximately eight brands across various categories and activations, like workout classes with wellness products, non-alcoholic beverages and nutrition products will be among the brand sponsors, according to Evan Sahr, co-founder of Rewired Talent.
The creator house approach allows brands to invest in the Super Bowl without spending beyond their budgets. “[During the Super Bowl], there’s so many different brands as well as agencies that are trying to captivate and capitalize on this moment,” Sahr told Digiday. “[The house] is almost an easier barrier of entry for some of these brands to get in on the level.” Rewired Talent did not immediately respond to follow up questions regarding the costs of a sponsorship and creator payments and selection.
Rewired Talent manages the house operations, with its staff handling logistics from a different house in New Orleans. Some creators will also attend the game and surrounding events throughout the weekend. The goal behind these houses is to try and create exclusive moments and provide a controlled, premium experience for both talent and brands that are a more affordable entry point during the Super Bowl, Sahr explained. Rewired Talent isn’t alone in taking the creator house approach.
Ria Madon, senior director of creator partnerships at social media agency Superdigital, mentioned exploring more Super Bowl houses with talent management companies like Rewired Talent where creators stay during the event to make content with brand sponsorships. Superdigital did not immediately respond to follow up questions regarding the agency’s role in the creator house.
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