Taylor Swift Inspires DraftKings and NYX Cosmetics to Launch Super Bowl Ad Campaign

NYX Professional Makeup, a L’Oréal-owned cosmetics brand, has teamed up with leading sportsbook DraftKings to roll out a new marketing campaign tied to Super Bowl LVIII. As reported by Glossy, the collaboration is built around NYX’s “Big Kiss” campaign, set to debut during the NFL’s championship game on February 9.

The campaign draws inspiration from the viral moment when pop star Taylor Swift kissed NFL tight end Travis Kelce after the Kansas City Chiefs’ Super Bowl victory in 2023.

Travis Kelce and Taylor Swift after the Kansas City Chiefs’ Super Bowl win in 2023

While past NYX marketing efforts have primarily focused on traditional TV advertising, this campaign shifts toward digital engagement, with a strong emphasis on social media and a strategic partnership with DraftKings.

As part of the promotion, DraftKings will introduce a special set of free-to-play bets tied to unconventional outcomes — such as predicting which players will share a celebratory kiss postgame. Payouts for these novelty bets could reach up to $60,000.

“We know that women are tuning into the Super Bowl in record numbers. Last year’s game drew an all-time high of 58.8 million female viewers. We want to be at the heart of these cultural moments, and we’re proud to be the first cosmetics brand to collaborate with DraftKings,” said Yasmin Dastmalchi, GM of NYX U.S.

NYX’s interest in the betting industry is also driven by the growing number of female sports bettors. According to 2024 data from Statista, 6% of American women place online sports bets. Meanwhile, this year has seen unprecedented interest in Super Bowl wagering across the U.S.

Previously, DraftKings was named among the 500 most valuable global brands by Brand Finance Global.