‘A brand trip’: How the creator economy showed up at this year’s Super Bowl

February 13, 2026 Brands turned in-person activations into a new playground for creators at this year’s Super Bowl, giving wider talent exposure while finding more cost-efficient waysthan previous years to scale creator participation. There were more activations from a wider variety of brands, two creators (and their corresponding agencies) told Digiday anecdotally. They said a bevy of last-minute deals this year confirmed the Super Bowl has become a massive, in-person moment for the creator economy. Advertisement TOP STORY The Creator Economy 'A brand trip': How the creator economy showed up at this year's Super Bowl Super Bowl 2026 had more on-the-ground brand activations and creator participation than ever, showcasing how it’s become a massive IRL moment for the creator economy. OTHER THINGS TO KNOW In this video, learn how advertisers tap into a consumer's mindset, motivation and emotional state at a given moment that moves the needle. Partner insights from The Weather Company. The era of traditional search is changing. AI is reshaping how consumers discover brands online. As a result, businesses are rethinking every element of their digital strategy, including domain names. Partner insights from name.com. Leaders need new frameworks for handling the human-agent hybrid workforce. This means rethinking foundational assumptions about expertise, collaboration and career development. Partner insights from BetterUp. MARKETING Member exclusive Future of Marketing Briefing: AI's branding problem is why marketers keep it off the label The reputational downside is clearer than the branding upside, which makes discretion the safer strategy. PARTNER INSIGHTS FROM PADSQUAD Why advertisers are recentering creative in a precision-driven industry Rather than launching a back-to-school campaign with a single message, delivering experiences for different segments, like budget-focused families and first-time school parents, is more effective. Each experience reflects the same strategy but is tailored to specific motivations. MEDIA & PLATFORMS Evolving Agencies While holdcos build 'death stars of content,' indie creative agencies take alternative routes Indie agencies and the holding company sector were once bound together. The Super Bowl and WPP's latest remodeling plans show they're heading in different directions. PARTNER INSIGHTS FROM CHANNEL FACTORY Three priorities that define the next stage of brand suitability The discussion around brand safety and suitability has matured. The industry is now entering a new phase, where brands expect more control, more extensibility into walled gardens and closer accountability to outcomes. The Creator Economy From feeds to streets: How mega influencer Haley Baylee is diversifying beyond platform algorithms  Kalil is partnering with LinkNYC to take her social media content into the real world and the streets of NYC. Advertisement PARTNER INSIGHTS FROM EXPERIAN How marketers are interpreting context in real time Context takes many forms, often operating beneath the surface of consumer activity. Marketers are increasingly using technology to interpret these micro-signals, enhancing predictive accuracy and creative alignment. ICYMI Marketing in Sports WPP Media beefs up its sports insights prowess with new partnership with Genius Sports WPP Media’s partnership with Genius Sports brings first-party audience data to the game, which may help lead to better outcomes for clients. The Programmatic Marketer Lego is building out an in-house programmatic team The Danish advertiser is hiring for programmatic roles to flesh out paid digital unit. But it’s not the only brand deepening its in-house bench. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy