The Super Bowl continues to grow, but the question persists: Is it sustainable? Odds are it is, but only if the NFL takes a strategic approach to propelling its players into internet fame and stardom.
Social media has revolutionized how fans consume sports, introducing athletes to broader audiences. Highlights, viral trends, interviews and collaborations with influencers amplify athletes’ reach, fostering deeper connections with fans who find new reasons to cheer for their favorites.
A Nielson study indicated that 32% of sports fans use social media while watching live sports. Additionally, a report at Statista indicated that 70% of Generation Z respondents were more likely to prefer watching sports through social media platforms.
A study from Deloitte found that 80% of Gen Z fans follow an athlete on social media, which often leads them to watch or attend a sporting event the athlete participates in or to follow brands they interact with or promote. While the numbers aren’t nearly as staggering, similar trends exist for almost all ages.
This impact is evident in the Super Bowl. During Super Bowl week 2023, NFL social channels saw a 36% year-over-year increase in views, culminating in a 42% spike on game day. The result? Record-breaking viewership for the 2023 Super Bowl.
Putting the star in “star power”
Social media has elevated athletes from mere players to influencers with personal brands. The NFL has embraced this, promoting behind-the scenes content through shows like Hard Knocks and Quarterbacks, as well as human-interest stories on social platforms. These efforts offer fans a glimpse behind the helmet, forging deeper connections with players.
Star athletes like Patrick Mahomes, Travis Kelce and Lamar Jackson have become cultural icons, but lesser-known players also are thriving in this space. Figures like Isaac Rochell, Jonathan Owens and JuJu Smith-Schuster connect with fans through TikTok and Instagram, reaching audiences who might never have watched an NFL game otherwise.
These connections are vital to the Super Bowl’s success. While many tune in for the game and commercials, others watch to support the athletes they admire — whether it’s a star quarterback or an inspiring underdog.
People over jerseys
For the NFL to sustain and grow the Super Bowl’s cultural prominence, the focus must remain on its players. Social media has the power to introduce audiences to backup quarterbacks, rookie sensations and veteran players chasing one last shot. By spotlighting these personal stories, the league fosters emotional investment, turning casual viewers into loyal fans.
When fans care about the players’ lives, aspirations and struggles, they’re more likely to tune in — not just for the game but for the human stories behind it.
If the NFL elevates its athletes as influencers, it can build a more authentic connection with fans, ensuring that the Super Bowl remains not just a sports event, but a celebration of humanity, passion, and perseverance; a celebration of people – not jerseys.
Related: See which of your favorite media outlets are tracking who’s advertising in Super Bowl 2025.
Opinions expressed by SmartBrief contributors are their own.
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