Who Won the Super Bowl on Social Media?

As the dust settles on Super Bowl LIX, it’s clear that the real MVPs weren’t just on the field—social media crowned its own champions, proving that visibility, engagement, and cultural impact now define the ultimate victory. These trends highlight how the Super Bowl has evolved beyond the game itself, with social media driving real-time competition for audience attention. In this blog post, we’ll break down who truly won the Super Bowl on social media—whether it was the players, performers, or brands that made the biggest impact online.

Key Takeaways

• The Eagles demonstrated significantly higher visibility on Instagram compared to the Chiefs, highlighting their win on and off the field.
• Celebrity and athlete-generated content played a pivotal role in shaping social media visibility and driving audience engagement.
• Musicians emerged as the leading drivers of social media engagement for the Super Bowl, showcasing their ability to connect with global audiences.
• Fashion brands capitalized on celebrity styling to maximize exposure, leveraging Kendrick Lamar's Halftime show for brand recognition.
• Nike and Hellmann's Mayonnaise stood out as the top-performing Super Bowl commercials on Instagram, Through strategic partnerships, they effectively captured audience's attention.

Chiefs vs. Eagles: The Real Winner on Social Media

In Super Bowl LIX, the Philadelphia Eagles secured a decisive 40-22 victory over the Kansas City Chiefs, preventing the Chiefs from achieving a historic third consecutive championship. Eagles quarterback Jalen Hurts was named MVP for his standout performance, while the Eagles' defense effectively contained Chiefs quarterback Patrick Mahomes, delivering multiple critical tackles. This win marked the Eagles' second Super Bowl title, reinforcing their position as a leading force in the NFL.

The Eagles' recent victory extended beyond the field, demonstrating their dominance on Instagram as well. Players' posts generated over 10 times the Earned Media Value (EMV) compared to posts by the Chiefs, highlighting their superior visibility and engagement. Additionally, the Eagles maintained a more active presence on the platform, producing 416 posts compared to the Chiefs' 106. This surge in content and visibility underscores how a major win on the field can translate into significant off-field exposure and digital impact.

Kendrick Lamar's Record-Breaking Halftime Performance

Kendrick Lamar’s 2025 Super Bowl halftime show set a new benchmark as the most viewed performance in Super Bowl history, driving a significant impact on social media. The performance generated 143% more earned media value (EMV) than the visibility created by the Eagles and Chiefs during the game itself, highlighting its unmatched influence. Joining Kendrick Lamar on the iconic stage were fellow performers SZA, actor Samuel L. Jackson, and tennis champion Serena Williams contributing to a lineup that captivated audiences worldwide.

During the 2025 Super Bowl halftime show, Kendrick Lamar delivered a headline-grabbing performance, but SZA and Serena Williams dominated Instagram visibility. SZA generated the highest Earned Media Value (EMV) at $14M, with an impressive engagement rate of 12.6%. Serena Williams followed closely, earning $9.1M in EMV, driven by her viral Crip-walk dance, achieving a 5.6% engagement rate.

While Kendrick Lamar captured significant attention from media outlets, leading to widespread online coverage, his personal social media presence was minimal. Instead, he focused on promoting his upcoming tour with SZA, opting not to post about the performance. As a result, SZA and Serena Williams outperformed Lamar on social media, leveraging their content and engagement to maximize influence despite Lamar’s broader viewership impact.

The Top Posts of Kendrick Lamar’s Super Bowl Halftime Show

The Fashion of the 2025 Super Bowl Halftime Show

Kendrick Lamar’s Halftime performance provided a significant opportunity for fashion brands to gain visibility through strategic partnerships. His outfit showcased multiple standout pieces that sparked engagement across social media platforms. The Martine Rose jacket he wore generated substantial intrigue, driving a total Earned Media Value (EMV) of $672K due to mentions from both media accounts and online communities.

Underneath, Lamar sported a T-shirt from emerging Los Angeles-based brand Nahmias, which contributed an additional $62K in EMV on Instagram. Completing the ensemble, he wore Celine women’s flared jeans and a bejeweled “a minor” chain, both of which gained viral attention, particularly among media outlets.

Similarly, Samuel L. Jackson’s Halftime show look featured a custom “Uncle Sam”-inspired suit by American fashion brand Bode, which added $9.5K in EMV. Together, these fashion choices illustrate the power of strategic styling in leveraging cultural moments for brand visibility and engagement.

2025's Top Super Bowl Commericals

This year, over 40 brands competed for visibility with commercials during the Super Bowl, one of the most high-value advertising opportunities in televised sports. Among these, food and beverage brands emerged as leaders, particularly on Instagram. Representing 52% of all Super Bowl commercial brands, this category not only dominated in numbers but also achieved the highest engagement, generating 64% of the total Earned Media Value (EMV) created by Super Bowl ads.

In Summary

The 2025 Super Bowl proved that the game’s biggest winners aren’t just determined on the field but also across social media. From the Eagles’ dominance on Instagram to Kendrick Lamar’s record-breaking halftime performance and Nike’s viral commercial, digital engagement shaped the event’s true impact. With brands, athletes, and celebrities leveraging their influence to maximize visibility, the Super Bowl continues to evolve into a social media spectacle. As the lines between sports, entertainment, and marketing blur, one thing is clear—winning the Super Bowl now means winning the conversation online.