Snapchat Rolls Out Super Bowl LX AR Effects and Creator Program

Snapchat has launched a series of augmented reality (AR) activations and content initiatives tied to Super Bowl LX. The features, announced in early February 2026, aim to deepen user engagement during the NFL championship game through immersive lenses, real-time highlights, and behind-the-scenes creator content.Key AR offerings include:

• An NFL Super Bowl LX Lens that lets users pose with Kansas City Chiefs and Philadelphia Eagles helmets, with post-game updates to reflect the winner.
• A Live Jersey Lens, accessible via the NFL’s official Snap Profile and Lens Carousel, using Live Garment Transfer technology to virtually try on official team jerseys. Users can link directly to NFLShop.com for purchases.
• A dedicated Super Bowl AR Bar and Lens Collection on game day, featuring all NFL-related effects.

Snapchat also integrated its camera technology into the stadium itself, enabling the NFL to apply custom AR effects – such as New Orleans-themed helmets and team-specific overlays – to fans in attendance.

Beyond AR, Snapchat partnered with the NFL for its first official Creator Program at the Super Bowl. Selected Snap Stars, including Katie Austin, Ross Smith, Jack Mancuso, and Treasure Wilson, are attending the event to capture and share exclusive behind-the-scenes content via Stories and Spotlight, providing users with unique perspectives on game-day festivities.The activations align with strong user interest in sports content. Snapchat reports that 80% of U.S. users plan to watch the Super Bowl, while approximately 90% engage with sports-related content weekly. The NFL remains a top driver of real-time interaction on the platform.