The Super Bowl LX 2026

For Super Bowl LX, which took place on February 8, 2026, key moments revolved around sports, music, celebrities, and advertising. In the sports world, football aficionados will emphasise on the fact that the Seahawks became champions with a final score of 29–13 against the Patriots, securing the Super Bowl ring for the second time in history.

But beyond the field—and across mobile screens (and algorithms) everywhere—were they the only winners?

Talent Insights

One thing is clear, everybody talks… before, during and after.

This Super Bowl was trailblazing for some, questioned and negatively received by others. As always, the internet had divided opinions—certainly too many to include in a single Substack article. However, from a factual standpoint, there was significant conversation over the course of three days generating $314M EMV1.

Methodology under asset: With Lefty we measured the SuperBowl through key days and 1,000 key profiles generating visibility including team members, celebrities, guest performers, and media

D-1 showed that the road was filled with excitement fueled by the teams (including athletes and cheerleaders). This enthusiastic content represented about 3% of all content tracked. The encouragement surrounding the big day was more uplifting in spirit than visible in action.

During game day, the teams, most notably the Seahawks went BIG, on content, expected for the winners, and media started picking up on the event and the results which were shared worldwide.

However the moment that the world learned the what, when, and why was on the day after the event, with media representing 57% of all the social media posts captured.

A very select group of profiles attending the event made most of the impact, and this elite group were celebrities present at the Levi’s Stadium in San Francisco last Sunday; some attending as sports aficionados and others taking an active role and performing during the event.

Celebrities were 5% of profiles generating visibility, yet their impact represented 50% of the total visibility online (measured as EMV) through 5% of all posts created. That’s a lot. Wondering who was at the event and made it to our top 10?

Top 10 Celebrities

This ranking shows how K-Pop, American and Latin stars played a key role in the worldwide cultural reach of the event.

Nonetheless, for sports aficionados the stars might look different, so here are the most visible athletes on social media following the game. Spoiler alert, winners will be winners.

Top 10 Athletes

What about Benito, the man, the show?

First of all, Benito Antonio Martinez Ocasio’s show was not the Super Bowl, but el Super Tazón; and his performance was not the halftime show, but el espectáculo de medio tiempo (I think I’ve made my point).

With a show mostly conducted in Spanish, the latest Grammy winning artist delivered a show filled with emotion, cultural symbolism and story telling. Unveiling his latest Adidas sneaker collaboration, wearing a Zara custom look with the number 64 referencing to his cherished uncle who was a fan of the Super Bowl, and an Audemars Piguet watch on his wrist, Benito delivered a unique show.

Not only the stage included “La casita” that has been signature of his tour, but it was surrounded by bushes (which were people) mimicking Puerto Rican fields. Bad Bunny’s performance had surprise appearances of Ricky Martin covering “LO QUE LE PASO a HAWAii” and Lady Gaga singing “Die with a smile” in a salsa style interpretation in the middle of a real wedding.

So much happened at this performance, did you catch any of these?

What should we say about the fact that Benito did not post?

To everyone’s surprise Benito erased his Instagram feed and did not post about the event, because of this, should we disregard his impact on social media according to what we measured?

No.Even though Benito was not in our ranking he proved that real influence goes beyond something as simple as a post, our player 64 had no direct presence on social media but gave others a lot to say.

66% of all profiles mentioned him in content that represented 52% of all the EMV throughout 3 days.