Snapchat unveiled its first official NFL creator partnership for Super Bowl LIX, alongside new augmented reality (AR) features for both in-stadium and at-home viewers. 

The collaboration is aimed at expanding Snapchat’s sports engagement metrics, with the platform reporting that 80% of its U.S. users plan to watch the Super Bowl.

Creator Program Launch and Stadium Integration

The NFL x Snapchat Creator Program introduced selected Snap Stars, including Katie Austin, Ross Smith, Jack Mancuso, and Treasure Wilson, to produce behind-the-scenes Super Bowl content for Stories and Spotlight. These creators utilized NFL-partnered AR Lenses across their channels to showcase the event.

After Allegiant Stadium’s integration in Las Vegas, Caesars Superdome in New Orleans became the second Super Bowl venue to implement Snapchat Cam. The technology gave attendees real-time AR experiences, including New Orleans-themed helmet overlays and team-specific AR features.

Platform Engagement and AR Features

Snapchat reports that nearly 90% of its users engage with sports content weekly, with daily sports viewership on Spotlight exceeding 25 million minutes globally. The platform thus introduced several new AR features for Super Bowl LIX:

• A dual-player AR Lens allowing users to pose with Chiefs and Eagles Super Bowl helmets
• Live Garment Transfer technology enabling virtual jersey try-ons with direct purchasing links to NFLShop.com
• A dedicated Super Bowl AR Bar and Lens Collection featuring NFL-specific augmented reality experiences
• Real-time game highlights and behind-the-scenes content distributed through Stories, Spotlight, and the NFL’s official profile

The platform’s sports-focused AR tools build on existing user engagement patterns, with Snapchat positioning these features as extensions of current viewer behavior rather than standalone innovations. 

The NFL partnership represents a strategic expansion of Snapchat’s existing sports content infrastructure, which already demonstrates significant daily engagement through its Spotlight feature.

The jersey try-on feature integrated commerce functionality directly within the AR experience as Snapchat ramped up efforts to connect content engagement with retail opportunities. Post-Super Bowl updates automatically adjusted AR experiences to reflect the winning team, allowing real-time content adaptation based on game outcomes.

When it comes to granting premium access, the NFL also expanded its YouTube content creation program to include former league players, providing them with official league footage for use in their respective channels. The “Access Pass for Legends” initiative builds on an existing creator program that generated over 200 million views in its first year.