Snapchat is bringing fans closer to Super Bowl LIX through an expanded partnership with the NFL, introducing a new Creator Program, augmented reality (AR) features, and immersive in-game activations.
With 80% of Snapchat users in the U.S. planning to tune in, the platform is enhancing engagement with exclusive digital experiences that blend sports fandom with innovative technology.
For the first time, Snapchat and the NFL have launched an official Creator Program, allowing select influencers such as Katie Austin, Ross Smith, Jack Mancuso, and Treasure Wilson to share behind-the-scenes content from the event.
Their coverage will be featured on Stories and Spotlight, offering a unique perspective on game day. The initiative also leverages AR Lenses created in collaboration with the NFL, enabling fans to interact with Super Bowl-themed visual effects across Snapchat.
The partnership extends into the stadium as well, with the NFL integrating Snapchat Cam into Caesars Superdome in New Orleans. This marks the second time the technology has been deployed at a Super Bowl venue, following its debut at Allegiant Stadium last year.
Fans in attendance will experience real-time interactive Lenses, including custom Super Bowl-themed helmets and team-specific designs, amplifying the excitement in the crowd.
Beyond the stadium, Snapchat is launching additional AR-driven activations to connect with football enthusiasts worldwide. The NFL Super Bowl LIX Lens lets users virtually wear Chiefs and Eagles helmets, updating post-game to highlight the winning team.
The NFL Live Jersey Lens allows users to try on official team jerseys through Snapchat’s Live Garment Transfer technology, linking directly to NFLShop.com for easy purchasing.
A dedicated Super Bowl AR Bar and Lens Collection will also be available on Super Bowl Sunday, offering all NFL Lenses in one place.
Throughout Super Bowl week, Snapchat will feature exclusive content, including real-time highlights, behind-the-scenes footage, and special coverage on Stories, Spotlight, and the NFL’s official Snap profile.
This move underscores Snapchat’s growing influence in sports entertainment, blending social media with immersive technology to create a richer fan experience.
As digital engagement becomes an increasingly vital part of major sporting events, Snapchat’s collaboration with the NFL sets a new standard for interactive content.
The use of AR and influencer-driven storytelling not only enhances audience connection but also reinforces the platform’s position as a leader in innovative digital marketing strategies.
