Fox Corp.-owned streaming service Tubi will stream the Super Bowl while simultaneously offering an associated shoppable element dubbed The Tubi Red Carpet Shop in partnership with Shopsense AI.
Tubi is a free, advertising-supported streaming service. The shopping initiative is part of the Tubi Red Carpet at Super Bowl LIX programming, which will cover the celebrity, fashion and culture behind the game live from Caesars Superdome on February 9 beginning at 3:30 p.m. Eastern time. Fox has broadcast rights to the upcoming Super Bowl. Game overage begins at 6:30 p.m.
Tubi already offers consumers the ability to purchase items at curated digital Red Carpet Shop virtual stores by accessing shop.tubi.tv on their devices. The game day, party-inspired merchandise offered includes collections influenced by the wives and girlfriends of players and by chef Gordon Ramsay (pictured above). Products available in the shops run include kitchen appliances, serveware, apparel and cosmetics. The storefronts will be live through February 9 as Tubi examines how it will leverage Connected TV.
“Tubi’s collaboration with Shopsense AI is an important step forward in blending entertainment and commerce for brands and consumers through retail media CTV partnerships,” said Jeff Lucas, Tubi chief revenue officer. “Our commitment to delivering premium entertainment that is free and accessible, combined with an incremental audience that is incredibly passionate about our content, allows us to experiment in ways that are tangible and truly interactive. Shoppable integrations are the next frontier for ad-supported streaming services, and we look forward to continuing to explore what’s possible with Shopsense AI.”
According to market researcher Numerator, consumers are more interested in Super Bowl viewing and Super Bowl parties, with 65% of U.S. consumers planning to watch the game, up four points year over year. The most popular viewing options among participants in the research are watching at home alone or with their household, at 77%, down five points year over year; hosting a gathering, at 29%, up 12 points; attending a gathering at someone else’s home, at 17%, up one point; and watching at a bar, restaurant or other public space, at 4%, same as in 2024.
