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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 ways than 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.

Part of it was this year’s unique timing: The NFL moved the Pro Bowl closer to the Super Bowl for the first time, extending the week even further and increasing the number of opportunities for creators to get brand deals. “The creator activations and IRL experiences have deeply evolved,” Jason Tartick, founder and CEO of Rewired Talent Management (and, himself, a creator) told Digiday.

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In the wake of TikTok transition issues and algorithmic upsets, established creators are looking to de-risk platform dependence to ensure they can expand outside of traditional creator spaces. 

Haley Kalil, aka Haley Baylee, wants to continue to add to the millions of followers she has amassed across several social media platforms (10 million on Instagram, 16.4 million on TikTok) with her off-the-cuff humor. But Kalil wants to do that off of people’s screens. 

That’s where Intersection’s LinkNYC comes in. As part of a new partnership, Kalil has agreed to let the media company share content she’s already published across Instagram and TikTok on more than 4,000 LinkNYC screens across New York City, where Kalil, 33, is based. The deal is focused on exposure rather than compensation, so it carries no fee. The structures, which replaced payphones over a decade ago with kiosks that have free Wi-Fi and built-in LED screens, will host Kalil’s content, much of which will be filmed on the streets of the city, through summer 2026. 

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