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.”
A Zoox autonomous robotaxi in San Francisco, California, US, on Wednesday, Dec. 4, 2024.
David Paul Morris | Bloomberg | Getty Images
Amazon‘s Zoox issued a software recall for 270 of its robotaxis after a crash in Las Vegas last month, the company said Tuesday.
The recall surrounds a defect with the vehicle’s automated driving system that could cause it to inaccurately predict the movement of another car, increasing “the risk of a crash,” according to a report submitted to the National Highway Traffic Safety Administration.
Zoox submitted the recall after an April 8 incident in Las Vegas where an unoccupied Zoox robotaxi collided with a passenger vehicle, the NHTSA report states. There were no injuries in the crash and only minor damage occurred to both vehicles.
“After analysis and rigorous testing, Zoox identified the root cause,” the company said in a blog post. “We issued a software update that was implemented across all Zoox vehicles. All Zoox vehicles on the road today, including our purpose-built robotaxi and test fleet, have the updated software.”
Zoox paused all driverless vehicle operations while it reviewed the incident. It’s since resumed operations after rolling out the software update.
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Amazon acquired Zoox in 2020 for over $1 billion, announcing at the time that the deal would help bring the self-driving technology company’s “vision for autonomous ride-hailing to reality.” However, Amazon has fallen far behindAlphabet‘s Waymo, which has robotaxi services operating in multiple U.S. markets. Tesla has also announced plans to launch a robotaxi offering in Austin in June, though the company has missed many prior target dates for releasing its technology.
Zoox has been testing its robotaxis in Las Vegas, Nevada, and Foster City, California. Last month, Zoox began testing a small fleet of retrofitted vehicles in Los Angeles.
Last month, NHTSA closed a probe into two crashes involving Toyota Highlanders equipped with Zoox’s autonomous vehicle technology. The agency opened the probe last May after the vehicles braked suddenly and were rear-ended by motorcyclists, which led to minor injuries.
Palantir co-founder and CEO Alex Karp speaks during the Hill & Valley Forum at the US Capitol Visitor Center Auditorium in Washington, DC, on April 30, 2025.
“Some investors may be disappointed with the modest full- year revenue guidance raise, the sequential margin decline, and the international commercial revenue year-over-year decline,” wrote William Blair analyst Louie DiPalma, adding that the company’s high software multiple makes it “vulnerable” to compression as revenue growth slows.
Despite the post-earnings move, Palantir topped revenue expectations and lifted its revenue guidance for the year. The Denver-based company posted adjusted earnings of 13 cents per share on $884 million in revenues. Analysts polled by LSEG had expected adjusted EPS of 13 cents and revenues of $863 million.
Palantir’s revenues rose 39% from $634.3 million in the year-ago quarter. Net income grew to about $214 million, or 8 cents per share, from roughly $105.5 million, or 4 cents per share, a year ago. The company also hiked its full-year revenue outlook to between $3.89 billion and $3.90 billion
CEO Alex Karp said that “Palantir is on fire” and he’s “very optimistic” about the current setup during the earnings call after the bell Monday.
“The reality of what’s going on is that this is an unvarnished cacophony — the combination of 20 years of investment and a massive cultural shift in the U.S. which is generating numbers,” he said.
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Palantir has outperformed the market this year, building on a successful 2024 run in which the stock was the best performer in the S&P 500. Many on Wall Street say the surge in shares has contributed to an elevated multiple for the company, making the bar higher and higher to clear. To be sure, the stock has undergone immense volatility amid the latest batch of market volatility spurred by President Donald Trump’s tariff plans.
“While 2025 numbers move higher on guidance ahead of consensus, we question conservatism and if estimate revisions are priced in from here,” said RBC Capital Markets analyst Rishi Jaluria.
Despite the company’s strong execution and fundamentals, Mizuho’s Gregg Moskowitz also said it’s “very difficult to justify” its high multiple. Raymond James analyst Brian Gesuale said that Palantir needs to consolidate some of its gains to “grow into its rich valuation.”
Wall Street also highlighted a deceleration in international commercial revenues among the reasons for the potential decline in shares. The segment fell 5% year over year after rising 3% in the previous quarter due to headwinds in Europe.
Management said on an earnings call that the region is “going through a very structural change and doesn’t quite get AI.”
Travelers walk past a sign pointing toward the Uber rideshare vehicle pickup area at Los Angeles International Airport (LAX) on February 8, 2023 in Los Angeles, California.
Mario Tama | Getty Images
Uber will acquire an 85% stake in Turkish food delivery platform Trendyol GO for about $700 million in cash, the company said in a securities filing.
The deal, subject to regulatory approval, is expected to close in the second half of this year. Uber said it expects the transaction to be accretive to its growth once completed.
“Uber and Trendyol GO coming together will elevate the delivery sector in Türkiye for consumers, couriers, restaurants and retailers, especially small and family-owned businesses,” Uber CEO Dara Khosrowshahi said in a release. “This deal reflects our long-term commitment to Türkiye, we’re incredibly impressed with what the Trendyol GO team has built, and we’re excited to continue that strong momentum across the country.”
Founded in 2010, Trendyol GO is run by Turkish e-commerce platform Trendyol, which is majority owned by Chinese titan Alibaba. The platform hosts roughly 90,000 restaurants and 19,000 couriers across the country.
In 2024, Trendyol GO delivery more than 200 million orders and generated $2 billion in gross bookings, a jump of 50% year over year, Uber said in the securities filing.
The announcement comes as Uber is set to report first-quarter earnings before market open on Wednesday. The rideshare and food delivery company is expected to post earnings per share of 51 cents on revenue of $11.6 billion, according to StreetAccount.