• Loading stock data...
Wednesday, April 23, 2025

NFL and Twitter Drop Super Bowl Tweet Confetti With Eye On April’s Draft

  • The NFL first approached Twitter two months ago about activating with Tweet-inspired confetti at the Super Bowl.
  • This year’s NFL Draft in Las Vegas offers the next opportunity for the league to connect with fans on social media around one of its tentpole events.
Credit: Jasen Vinlove-USA TODAY Sports

Not every fan was able to make it to the Super Bowl LIV in Miami. However, spectators watching at home still got a chance to share in the Kansas City Chiefs’ triumph post-game.

The NFL, in partnership with Twitter, printed fan and player tweets on tens-of-thousands of pieces of confetti that fell on the field at Hard Rock Stadium – some in real-time while the game’s outcome was still in the balance.

The tweets selected were a compilation of social media posts leading up to the game, real-time game reactions by fans, and player tweets shared before ever playing in the NFL – including a tweet from Super Bowl MVP Patrick Mahomes as a high school senior.

The promotion is part of the NFL’s strategy to work with its digital partners to find new and innovative ways that help fans communicatie their love of football.

“From what I’ve seen, our engagement numbers are much higher than last year across all platforms, including Twitter,” Ian Trombetta, senior vice president of social and influencer marketing at the NFL, said. “The Super Bowl continues to be a cultural moment in the U.S. that drives a lot of conversation, not just during the game but during halftime and pregame.”

The 2019 season once again proved that fans have a big appetite for the sport. Television audiences for the year rose 5% overall, bringing in an average of 16.5 million viewers for media partners on game day. The league also accounted for all but three of the top 50 most-watched programs on television. 

From a personal engagement standpoint, the NFL is also trending in the right direction, said Trombetta, who joined the league a year ago.

“Engagement with women and youth is up, as is the league’s overall fan base,” he said. “So those are also positive contributors to the overall health of the brand.”

READ MORE: Thirteen Years In, NFL’s Popularity Continues To Grow In London

The NFL approached Twitter with the idea of printing tweets on Super Bowl confetti two months ago, intent on showcasing personal stories told by fans and NFL players on the social media site. 

The concept quickly went viral, according to David Herman, partner manager at Twitter and in charge of the company’s U.S. sports partnerships.

“We wanted people talking about it, and I think we saw the excitement from users whose tweets were featured on confetti,” Herman said. “Fans that could not be in the stadium were given a chance to become a part of history.”

Twitter is still working to finalize metrics related to the joint Super Bowl activation with the NFL. Numbers are expected to be finalized in the coming days. 

Twitter’s partnership with the NFL dates back seven years. Fans are now accustomed to finding NFL-related content – including game highlights and videos on demand – on Twitter, Herman said. 

The social media platform also rolled out a series of live studio shows in collaboration with the NFL ahead of this season’s Thanksgiving Day games, the conference championship playoff round, and the NFL Honors awards ceremony.

“We want to show that if you are an NFL fan and are not on Twitter, you are missing out,” Herman said. “Everything we do with the NFL is to create an ecosystem where everyone can regularly engage with league content.”

READ MORE: As Sports Properties Grow On Twitter, Twitter Sports Aims To Grow Alongside Them

The NFL’s next major opportunity to engage with fans will come at the NFL Draft this spring in Las Vegas. The league has taken the tentpole event on the road each year since 2015 after hosting the NFL draft in New York City for decades.

Last year’s NFL Draft in Nashville was watched by 43 million people, Trombetta said. There are now plenty of opportunities for the NFL to again stir up conversation with fans, as it coincides with the Raiders’ move into the city. 

“Las Vegas allows us to do more from a social perspective by introducing more musicians and performances,” he said, adding that the league will also focus planned activities around some of Las Vegas’s biggest tourist attractions. 

“By regularly moving the draft across the country, we can tell more stories that impact social engagement in a great way,” Trombetta said. “We can showcase those cities in ways that you can’t if you are in one location year after year.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

ESPN Nears Draft Rights Extension Amid NFL-Disney Talks

The league has not signed its next NFL Draft media-rights deals.

NHL’s U.S. Playoff TV Ratings Down 27% in Early Games

This season’s numbers were down 12% compared to the 2023–2024 season.
Multiple streaming services appear on a Roku TV.

Roku’s New Plan to Relieve Streaming Headaches

The streaming company introduces new tools to direct fans to games.

Green Bay Gears Up for One of the Most Distinct NFL Drafts..

Around 250,000 fans are expected to attend this year’s draft.

Featured Today

Apr 5, 2025; San Antonio, TX, USA; Duke Blue Devils forward Cooper Flagg (2) reacts after a three point basket against the Houston Cougars during the first half in the semifinals of the men's Final Four of the 2025 NCAA Tournament at the Alamodome.

Cooper Flagg’s Timing Is Perfect for the NBA and USA Basketball

The projected No. 1 pick just declared for the draft.
Apr 14, 2025; New York, New York, USA; Paige Bueckers is interviewed by ESPN after being selected with the number one overall pick to the Dallas Wings in the 2025 WNBA Draft at The Shed at Hudson Yards
April 21, 2025

ESPN’s WNBA Coverage Mirrors the League’s Stunning Growth

“I don’t think we stand still in our coverage of women’s sports,” says Rowe.
Mar 16, 2025; Milwaukee, Wisconsin, USA; Oklahoma City Thunder guard Shai Gilgeous-Alexander (2) celebrates with guard Isaiah Joe (11) after score in the fourth quarter against the Milwaukee Bucks at Fiserv Forum.
April 20, 2025

Unorthodox OKC: The Thunder Redefined Tanking to Become NBA’s Best

A rebuild years in the making has OKC in the driver’s seat.
Mar 13, 2020; Augusta, GA, USA; The front entrance at Augusta National Golf Club in Augusta, Ga., Friday morning. The Masters Tournament has been postponed due to coronavirus concerns.
opinion
April 20, 2025

What’s It Like to Play Augusta? A Day on the World’s Most..

Inside a round at the most exclusive club in the world.

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

This week, Two-time Super Bowl Champion and CBS NFL analyst Logan Ryan joins us to talk the business of sports on our third installment of Portfolio Players.
Oct 29, 2024; Bronx, New York, USA; Los Angeles Dodgers first baseman Freddie Freeman (5) reacts after hitting a RBI single against the New York Yankees in the fifth inning during game four of the 2024 MLB World Series at Yankee Stadium.
October 31, 2024

Strauss Ads on MLB Helmets Annoyed Some Fans. CEO Says They Were a ‘Huge Success’

Strauss’s deal with MLB goes until 2027.
August 26, 2024

Cooper Flagg Spurns Nike Ties for New Balance

Flagg is the projected top pick in 2025.
August 22, 2024

Marketing Stunt Had Major Cycling Race Start In Grocery Store

The Vuelta has a history of creative stage kickoffs.
August 19, 2024

Jake Paul Claims He’ll Make $40 Million Off Tyson Netflix Fight

Paul and Tyson are set to fight in Texas in November.