Katie Austin normally publishes fitness content to her Instagram and YouTube channel. But this week, she’s been posting a steady trickle of content from New Orleans.
That’s because Austin, 31, from California, is one of hundreds of creators who have swarmed the Big Easy for Super Bowl 59, getting paid large contracts to make social media content for big-name brands like Electronic Arts and Nike.
Austin was sent to New Orleans this week by Snap and the NFL to give her fans a behind-the-scenes look at the Super Bowl. She’s also involved in integrations around the games with brands like Microsoft and Verizon, for whom she is hosting a promotional fan event.
“I can reach a lot of people myself,” said Austin, who has about 2 million followers across all platforms. “So sending a creator like me to an experience, I am engaging my followers to get that awareness.”
As the 2024 NFL season concludes, viewership and engagement among Generation Z and Generation Alpha has hit a record high, according to the NFL. Austin’s role underscores a new reality where online creators are treated just like traditional celebrities, in an attempt to attract younger audiences to football.
The NFL has made this push in partnership with social apps like YouTube and Snapchat, highlighting the league’s evolving marketing strategies that are increasingly focused on digitally native audiences.
“You start to look at these different cohorts of fans, especially the ones that are a little more difficult to reach through linear and you start to see the role in which creators can play and broaden that audience,” said Ian Trombetta, NFL senior vice president of social, influencer and creator marketing.
For this year’s Super Bowl, featuring the Kansas City Chiefs and Philadelphia Eagles, brands like Nike and EA are sponsoring creators to attend the event and post content.
Austin didn’t say how much she’s getting paid for the content she’s making at Super Bowl 59, but some brands have signed deals of up to six figures with some creators to promote the event, said Victoria Bachan, global president of Sixteenth, a creator talent management company.
“You can no longer really have a media strategy for tentpole opportunities like this that do not include a creator level,” said Bachan.
Brands are increasing their spending on influencer activations for this year’s Super Bowl between 25% and 35%, and they’re diverting funds from traditional TV-only advertising to do so, according to a study by Captiv8, an influencer marketing platform.
The push for creators comes after concerns about younger audiences’ lack of interest in sports had grown. A 2022 Emory Goizueta Business School study found that 27% of Gen Z identify as “anti-sports,” compared with 7% of millennials and 5% of Generation X.
The NFL’s push to engage creators, which began in 2019, has already paid off. The percentage of Gen Z and Gen A who identify as fans has grown steadily for the last three years to an all-time high as the league’s investment in creators has grown, according to the NFL.
Besides Austin, Snapchat sent a handful of other creators to the Super Bowl to post behind-the-scenes content using augmented reality filters.
Meanwhile, YouTube, which secured a $2 billion-per-year deal for the rights to “NFL Sunday Ticket” in 2022, has established itself as pivotal to connecting the league with digital audiences. This year, YouTube will debut as the first official sponsor of the Super Bowl Tailgate, which will feature events with top creators like Kristy and Desmond Scott and a livestreamed performance by rapper Post Malone before the game on Sunday.
To adapt to these changes, the NFL has eased up on restrictions around the use of official league footage by creators on their YouTube channels.
The league and YouTube in January expanded their “Access Pass” program to allow retired NFL players like Cam Newton, Jason Kelce and Kurt Benkert to use league footage in their videos.
“There’s this pathway now that certainly did not exist five to 10 years ago,” Trombetta said. “It’s really cool especially as these athletes showcase more of their personalities off the field.”
Marc Benioff, Chairman & CEO of Salesforce, speaking on CNBC’s Squawk Box outside the World Economic Forum in Davos, Switzerland on Jan. 22nd, 2025.
Gerry Miller | CNBC
Salesforce on Wednesday announced plans to invest $1 billion in Singapore over the next five years.
The cloud software giant said the investment is designed to accelerate the country’s digital transformation and the adoption of Salesforce’s flagship AI offering Agentforce.
Salesforce is among the many technology companies hoping to boost revenue with generative AI features.
The company launched the newest version of Agentforce last month. It has previously described the system — which it says can tackle sophisticated questions in Salesforce’s Slack communications app, based on all available data — as the first digital AI platform for enterprises.
Salesforce CEO Marc Benioff is scheduled to speak at CNBC’s CONVERGE LIVE at around 9:25 a.m. Singapore time (9:25 p.m. ET) on Wednesday.
“We are in an incredible new era of digital labor where every business will be transformed by autonomous agents that augment the work of humans, revolutionizing productivity and enabling every company to scale without limits,” Benioff said in a statement.
“Singapore is at the forefront of this shift, and as the world’s largest provider of digital labor through our Agentforce platform,” he added.
Salesforce said Agentforce can help Singapore to “rapidly expand” its labor force in several key service and public sector roles at a time when the country is grappling with an aging population and declining birth rates.
Jermaine Loy, managing director of the Singapore Economic Development Board, welcomed Salesforce’s investment, saying it will help to boost the country’s efforts “to build a vibrant hub for AI innovation.”
Reddit CEO Steve Huffman stands on the floor of the New York Stock Exchange (NYSE) after ringing a bell on the floor setting the share price at $47 in its initial public offering (IPO) on March 21, 2024 in New York City.
Spencer Platt | Getty Images News | Getty Images
Reddit shares rose more than 10% on Tuesday, reversing a three-day slump that coincided with a broader decline among technology companies.
Despite Tuesday’s gains, Reddit shares are still roughly 30% below the close on Wednesday.
Reddit’s stock market upswing was likely bolstered by a Loop Capital analyst note published Tuesday that reiterated a buy rating and characterized the company’s shares as “extremely attractive.” The analyst note said that Reddit’s 50% drop on Wall Street in the past month “is excessive,” and that the social media company “has the biggest upside potential relative to Street estimates in our coverage universe.”
The company’s shares dropped more than 15% in February after the company reported weaker-than-expected fourth-quarter user numbers as a result of a Googlesearch change that temporarily hurt its search-derived traffic. Although Reddit said at the time that it had recovered from the algorithmic shift, the user number miss spooked investors.
Loop Capital managing director Alan Gould acknowledged in the note that investors are operating in a “risk-off market environment,” but he contended that Reddit “has been one of the top performing stocks over the past year,” aside from its most recent dip.
“RDDT wildly exceeded ours and Street estimates for 2024, which explains why the stock increased almost 7-fold from a $34 IPO price to a peak of $230 in less than a year,” Gould wrote, noting Reddit’s growing revenue and improved advertising tools, among other positive developments.
Reddit’s fourth-quarter sales grew 71% year over year to $428 million, which represents the fastest growth rate for any quarter since 2022.
“In our view, RDDT deserves the revaluation it had experiencing based on the growth it has shown in the recent earnings reports and future projected growth driven by the ability to narrow the ARPU gap, and data licensing possibilities,” Gould wrote.
Waymo self-driving cars with roof-mounted sensor arrays traveling near palm trees and modern buildings along the Embarcadero, San Francisco, California, February 21, 2025.
Smith Collection/gado | Archive Photos | Getty Images
Waymo on Tuesday announced it is expanding its service to include another 27 square miles of coverage around the San Francisco Bay Area.
With the expansion, Waymo will now take passengers around Mountain View, Los Altos, Palo Alto and parts of Sunnyvale, California. The Alphabet-owned company opened its robotaxi service to the general public in San Francisco in June.
Waymo will initially limit the availability of its Silicon Valley service to users of the Waymo One app who are residents with ZIP codes in the area, the company said. Waymo plans to serve more riders across the region over time. The fleet of vehicles that will be in use in the new coverage areas are fully electric Jaguar I-Pace vehicles with Waymo’s fifth generation of self-driving sensors, software and other technology.
“Opening our fully autonomous ride-hailing service in Silicon Valley marks a special milestone in our Bay Area journey,” Waymo product chief Saswat Panigrahi said in a statement. “This is where Waymo began and where we’re headquartered.”
Waymo expanded its San Francisco Bay Area robotaxi service last summer into Daly City, Broadmoor and Colma. Its robotaxis do not yet carry passengers to San Francisco International Airport.
A spokesperson told CNBC that Waymo is in “active discussions with SFO,” and added that the company is “working to connect” Silicon Valley and San Francisco to “provide seamless autonomous rides across more of the Bay Area in the future.”
Waymo also recently launched a commercial robotaxi service in Austin, Texas, just in time for the city’s annual South by Southwest festival.
While would-be competitors including Elon Musk‘s automaker Tesla, and Amazon-owned Zoox, are continuing their own robotaxi testing and development, Waymo has pulled far ahead of self-driving companies in the U.S.
Before Tuesday’s expansion, Waymo said it was serving more than 200,000 paid trips per week across San Francisco, Los Angeles and Phoenix.
Alphabet doesn’t disclose financial results for the autonomous vehicle business, but Waymo is part of its “Other Bets.” That business unit generated $400 million in the fourth quarter of 2024 and incurred operating losses of $1.17 billion, according to the company’s most recent financial filing.