Super Bowl LIX: Top Social Media Insights

The Super Bowl isn’t just the biggest event in football—it’s one of the biggest moments in sports social media. Every year, millions of fans, brands, and influencers flood platforms like Instagram, TikTok, and X (formerly Twitter) to share their reactions, celebrate iconic plays, and debate the best commercials. Super Bowl LIX was no exception, generating record-breaking engagement, viral trends, and unforgettable digital moments.

Join us as we break down the top social media highlights and explore how teams, players, and brands capitalized on the digital spotlight!

Eagles Soaring On Social Media

The Philadelphia Eagles saw a massive spike in social media engagement during Super Bowl LIX, with over 10.1 million total engagements across platforms. This single day accounted for 7.3% of their entire season’s engagement, highlighting the Super Bowl’s unparalleled reach. X (formerly Twitter) and Facebook played a major role, generating 16.8% and 13.1% of the 2024-2025 season’s total engagement, respectively. Instagram also saw significant activity with 6.9 million interactions. Even newer platforms like Threads contributed, reinforcing how crucial major sporting events are for driving fan interaction.

The Super Bowl brings massive attention to teams, and eyeballs equal dollars on social media. The Eagles racked up $6.4 million in total media value on Super Bowl Sunday, 7.2% of their 2024-25 season total! It’s essential for teams to capitalize during the playoffs and other big moments throughout the year as it can be a huge portion of your success.

Super Bowl Brand Spotlight

Super Bowl commercials have long been a major investment for brands, but in today’s digital age, companies are amplifying their campaigns through strategic social media activations. Mountain Dew’s Seal commercial extended its reach with behind-the-scenes content from media companies like Entertainment Tonight and interactive posts that encouraged fan engagement. Michelob Ultra’s Pickleball campaign capitalized on the sport’s growing popularity by enlisting top athletes and influencers to keep the conversation going online. Häagen-Dazs’ Fast and Furious collaboration blended movie nostalgia with product promotion, using teasers and exclusive social media clips to generate buzz before and after the game. Meanwhile, Jeep’s Harrison Ford America campaign leveraged social platforms to spark discussion about adventure and Americana, reinforcing the brand’s image. By combining high-profile Super Bowl ad spots with digital storytelling, these brands maximized their visibility and deepened consumer engagement. It’s important to track and value these campaigns to effectively sell and report on impact throughout their life-cycles.

Kendrick Lamar Super Bowl Halftime Show

Kendrick Lamar’s halftime show received mixed reviews, but his beef with Drake was the talk of the show. Despite a lawsuit that Drake has filed against Kendrick’s song “Not Like Us”, he performed the song and brought out the legendary Serena Williams (Drake’s ex-girlfriend) to dance. These two videos posted by EPSN on TikTok received over 4.6 million engagements!

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