How creators are growing beyond the Super Bowl this year, from creator houses to fan festivals

The creators and brands must find more ways to excel in the period of overloading of the content and ensure that their investments are still worthwhile. It is a difficult task in the more fragmented digital landscape and an important moment for the creators as The ever -developing ban on tiktok continues Change the Creator’s economy.

The creator of super bowl houses

During the Super Bowl weekend, the Talent Management Repoired Talent will rent a house in New Orleans for 10 creators on Earth. This is the second year when he re -joined, will run the Creating House for Super Bowl. Brands and creators (some are stars of reality, sports creators and niches) are not published, there will be approximately eight brands in different categories and activations such as training courses with wellness products, soft drinks and nutrition products, according to Evan Sahr , co -founder repoited talent.

The creator’s approach allows brands to invest in Super Bowl without spending their budgets. “[During the Super Bowl]There are so many different brands and agencies that are trying to attract and earn at the moment, ”Sahr Digiday said. “[The house] It is almost a simpler obstacle to input for some of these brands to get to the level. “The report did not answer the reporting of the costs of sponsorship and payments and the selection of the creator immediately.

The report is manipulated by the logistics from another house in New Orleans. Some creators will also participate in play and surrounding events during the weekend. The aim of these houses is to try to create exclusive moments and provide a controlled first -class experience for talent and brands that are a more affordable entry point during the Super Bowl, Sahr explained. Report talent is not alone in accessing the creator of the house.

Ria Madon, head of the Partnership creators in the Social Media Social Media, mentioned the exploration of other houses Super Bowl with talent management companies such as Rewired Talent, where the creators remain during the event to sponsor the brand sponsoring. Superdigital did not answer immediately to watching questions about the role of the agency in the Creator’s house.

“It’s a great way to get your name, gain awareness and provide value to the creators who remain in this house and vice versa,” said Madon Digiday. “That’s something we’ve seen here and there several times, and they really saw the creators more involved in these mainstream, huge events like Super Bowl.”

Creative houses could represent brands of partners’ brands around the house – with different levels – such as taking a certain area of ​​the place or building gift bags for creators to control more organic content, Madonna explained without revealing prices. The creators could also get paid for a specified fee to deliver a certain amount of content and products.

“If you have a gift bag that you give creators, it often rotates it – and it may not be a contractual contribution,” she added.

More creators, events behind the big game

Nfl was is constantly growing Its use of creators since 2023, last year knocking on YouTube Star Funny Marco and the comic desi bank for NFL Kickoff pre-Gameshow. This time will be nfl supposedly Guest about 150 creators who produce social content throughout the week in an effort to expand in more international markets with creators from Germany, Brazil, Mexico and Great Britain, except American creators.

League and YouTube are also expanding the Access Pass for Legends program to provide official NFL content on the video platform. PASS is an extension of the content of content creation for YouTube creators, which will gain league shots on their channels, which may include games analysis, athletes ‘highlights and other players’ functions. This is the second year of the program because it contains YouTube creators, including Tom Grossi, Brett Kollman and Peighton Tubre. In their pilot year, YouTube and NFL were connected with 24 creators who together created approximately 200 million views with their content. NFL did not answer immediately to the request for comment.

“The gene Z is one of our priority target audiences and we are always looking for authentic ways to get involved with them to continue to grow our NFL fanbase,” NFL CMO Tim Ellis He previously told Digiday about the League creator’s strategy. “The creators are an important part of achieving this demographic group.”

Thinking about the big game, merchants are increasing emphasis on wider multichannel approaches, sports applications and other types of activation before and after the game. For example, Verizon will host his first fans festival in this Super Bowl. The action will take place 30 NFL markets at national level At stadiums and places where fans can meet local players and join other activities on Sunday.

“Super Bowl Lix is ​​the most anticipated sporting event of the year, but few people experience it personally; We wanted to bring this collective excitement and energy to fans across the country with an attitude of once in a life they would never forget, ”said Leslie Berland, EVP, Chief Marketing Director of Verizona, in edition. Verizon did not answer immediately to the request for comment.

Kelly Hart, Talent Director in Rent in Letenfluencies, also believes that in NFL Gear is growing appetite for fashion and luxury trends. Her forecast was accurate. Part of House of Verizon A series of events, Juszczyk, will host the exclusive NFL Off Season line in the retail store. Verizon will also hire the chef and food creator to “Tini” younger to host Brunch to create special Super Bowl party recipes and meet fans.