Speaking of the Super Bowl, loads of young creators are in New Orleans promoting the game. Creators with massive followings across YouTube and Snapchat especially have been offered deals with brands, like Nike, EA sports, and even the NFL itself to promote this weekend. (And the deals are reportedly in the six figures for some.) In fact, one study shows brands are spending 25-35% more on influencer promotions for the game this year—and that budget is often coming out of TV spending. But that’s because it’s paying off: the league reports an all-time high of young fans since it started focusing more on influencer engagement in 2019. (CNBC)
📊 YPulse data: NFL football is the most-followed league / sport among young consumers, with U.S. followers growing by +15pts since 2018
