Gen Z predictions for Super Bowl LIX

The Super Bowl is more than just a football game—it’s a cultural and marketing phenomenon. Each year, brands seize the opportunity to engage millions of viewers through high-impact campaigns that maximise their reach. Super Bowl LIX will be no different. 

The NFL’s digital playbook has flipped a page in recent years, adapting to new platforms and the rise of creators as brand ambassadors and direct lines to younger generations. 

At Super Bowl LIX, the football league is partnering with YouTube to sponsor the official pregame event, the YouTube Tailgate Concert— taking over from the event’s previous sponsor, TikTok. 

It’s no secret that TikTok’s future is shaky, especially after last month’s temporary shutdown. Although a permanent ban remains uncertain, the NFL’s pivot to the long-form video platform, which will be headlined by Post Malone and live-streamed to fans before kickoff, highlights an interesting shift. 

Social media remains the most popular second-screen platform of the game, with 46% of digital viewers and 30% of TV viewers engaging online while watching. To meet viewers where they are, brands increasingly turn to influencers to extend their reach beyond traditional ads.

Last year, Maybelline invited Dance Moms alums JoJo Siwa, Nia Sioux and other influencers to the game to create content on the ground — a strategy I predict more brands will adopt at Sunday’s game. 

@maybelline Soo about last night!!���� major glam goals by some of your fave dance ladies before & after the big game�� #maybellinepartners ♬ Pop Star - Coco & Clair Clair

The NFL has confirmed it’ll be hosting more than 150 creators in New Orleans this week, including gaming stars Kai Cenat, a top Twitch and YouTube streamer, and Darren Jason Watkins Jr., a YouTuber known as IShowSpeed, to generate content and engage online audiences.

Influencer marketing has become an integral part of Super Bowl promotion, and companies are putting their money where their mouth is by doubling down on creator-driven campaigns. 

Social media advertising spending worldwide was estimated to have reached $234.14 billion in 2024, up 140% from 2019. That number will only increase in 2025. 

While influencers may not yet dominate traditional Super Bowl commercials, brands can still capitalise on ways to incorporate viral internet figures into their game-day marketing. For instance, the Costco Guys—a father-son duo known for their viral in-store videos—would be an excellent fit for an online campaign for the membership-based club at Sunday’s Big Game. 

@a.j.befumo Still Bringin’ It‼️ Part 1‼️ #song #dance #costco #costcoguys #father #son #mother #daughter #family #fun #bigjustice #boom @Boca Beach Boys @Raw Miami @Florida Atlantic University @Flatbill Sports @NOBULL ♬ original sound - A.J. & Big Justice

Their content, showcasing the Costco shopping experience, has positioned them as unofficial brand ambassadors, making them an obvious choice to drive engagement and reinforce Costco’s brand loyalty—one of its defining characteristics.

Beyond engaging influencers, Super Bowl commercials this year will likely continue 2024’s humour and nostalgia trend that showed 69% of viewers favouring lighthearted commercials. 

Hellmann’s has already previewed this approach with its When Sally Met Hellmann’s ad, which has garnered over 300,000 YouTube views in under a week. 

Even brands known for emotional storytelling, like Budweiser, are opting for a lighter tone this year, reflecting a preference for comfort and familiarity.

You can’t talk about the Super Bowl or the NFL, for that matter—without talking about its ultimate influencer: Taylor Swift. Her presence at games over the past two seasons has significantly boosted viewership, particularly among women, with 58.8 million tuning into last year’s game for a glimpse of her rooting on boyfriend and Kansas City Chiefs tight end Travis Kelce. 

During Super Bowl LVIII, Swift was mentioned over 148,000 times on social media, accounting for 5.6% of game-related discussions. As a result, brands will likely continue leveraging her influence through subtle references in ads and social media activations that engage her dedicated fanbase. 

For example, last year’s Cetaphil spot targeted a new tradition for dads and daughters and paid homage to her impact on the football league. I predict brands will follow suit this Sunday, incorporating visual and messaging cues, either during commercial breaks or online, that resonate with Swift’s audience. 

In addition to Swift, viewers will be tuning into this year’s halftime show, headlined by Kendrick Lamar, for likely more than your typical musical performance. The rapper’s rivalry with fellow rapper Drake—centred on diss tracks featuring competing claims of ghostwriting and spousal abuse, among other accusations—was one of the most talked-about pop culture stories of 2024. 

The beef has sparked debates among industry insiders and fans alike and led to one of the year’s biggest musical hits: the now Grammy award-winning album, Not Like Us. Public opinion has favoured Lamar as the winner of the rap feud, so I wouldn’t be surprised if Drake dropped a surprise track before the game in retaliation…or even during the halftime show. 

Given the tension heightened by Lamar’s wins at the Grammys, I predict we’ll see a nod to their rivalry during the performance through onstage visuals or brand commentary on social media feeding into the frenzy. With the spotlight on Lamar, any direct or indirect reference will ignite social media buzz, giving brands and influencers ample opportunity to tap into the conversation. 

As brands continue to embrace influencer marketing and play into consumer trends ahead of Sunday’s Big Game, one thing is certain: Super Bowl LIX is set to be a landmark moment in pop culture and sports entertainment, delivering plays not just in football but also in marketing.

Sofia Staub is an account coordinator at Merritt Group.