Snapchat has announced a comprehensive suite of augmented reality features and exclusive content partnerships ahead of Super Bowl LX, capitalizing on the platform’s massive sports audience. With 80% of U.S. Snapchatters planning to watch the game, the platform is positioning itself as a central hub for fan engagement and shared viewing experiences across the event.
AR Lenses and Interactive Features
The NFL Super Bowl LX Lens features Chiefs and Eagles helmets, allowing fans to pose with team gear and invite friends to participate. The NFL Live Jersey Lens uses Snapchat’s Live Garment Transfer technology to let users virtually try on official jerseys for both teams, with direct links to NFLShop.com for purchases. These lenses will be housed in a dedicated Super Bowl AR Bar and Lens Collection on game day, providing centralized access to all football-themed AR content.
Stadium Integration and Creator Programming
The NFL will integrate Snapchat Cam into Caesars Superdome in New Orleans, placing custom AR Lenses on attending fans including themed helmets. This marks the second consecutive Super Bowl where Snapchat brings immersive in-stadium AR experiences to fans.
In a first-time collaboration, Snapchat has launched the official NFL x Snapchat Creator Program, bringing Snap Stars including Katie Austin, Ross Smith, Jack Mancuso, and Treasure Wilson to the game. These creators will share behind-the-scenes perspectives and AR-enhanced content across Stories and Spotlight.
Beyond game day, Snapchat will feature real-time Super Bowl highlights and behind-the-scenes content available in Stories, Spotlight, and the official NFL profile. The collaboration underscores Snapchat’s commitment to deepening fan connections during America’s most-watched sporting event.