XR State of Pay: Q1 Celebrity Report

XR State of Pay Report: Inside Celebrity Q1 Ad Spend

From the Super Bowl to the Winter Olympics and March Madness, celebrities have become a dominant force in advertising, and in Q1 2026, we might have hit peak celebrity.  

The team at XR analyzed payment data across hundreds of campaigns to reveal what brands are spending, how celebrity usage is evolving, and where we’re headed next.

Celebrity payments reached an all-time high in Q1 2026, totaling $348.6M, the highest quarterly spend recorded by XR and a 25% YoY increase from Q1 2025.  

“The first quarter has always been a hotspot for celebrity-driven campaigns, fueled by tentpole moments like the Super Bowl and March Madness, along with a wave of post-holiday brand launches,” said Graham McKenna, CMO of XR. “But this year is different. We’re seeing a sharp surge in spending on celebrity guarantees, signaling a new level of investment in star-powered creative.”

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The Super Bowl continues to set the pace, with a record 103 celebrities appearing in Big Game ads (up 10% from 2025). But the compounding effect of March Madness, the Winter Olympics, and the upcoming FIFA World Cup have extended demand for athlete partnerships well beyond a single moment, turning it into a sustained, multi-month campaign.  

Olympic athletes played a significant role in this surge, accounting for 16% of all new celebrity advertising contracts in Q1, underscoring the power of the Olympic stage and emerging talent pool.

Looking ahead, as brands ramp up for the FIFA World Cup in North America, early campaign releases are already signaling continued dominance from athletes and celebrities.

More than 60% of World Cup-themed ads released to date feature football (soccer) legends and global celebrities, often paired with recognizable American actors to broaden appeal. The North American setting of the tournament gives brands a unique opportunity to engage both die-hard fans and new audiences, accelerating the crossover of sports and entertainment in advertising.

At the same time, XR research shows production teams are being asked to do more with less, and many brands are investing in fewer, but larger campaigns that run longer and rely more heavily on celebrity talent to carry impact.

High-profile athletes and A-list actors offer a greater chance of breakthrough in a crowded media landscape, driving sustained relevance over time.  

In a time where every dollar is under scrutiny, celebrity talent has become a strategic investment that can help brands maximize reach, engagement, and longevity.

Contact us to learn more about the data behind the latest State of Pay: Celebrity report, or to learn more about XR's industry leading Talent, Commercial, and Entertainment payments platform.