KATSEYE selected as State Farm campaign model for Super Bowl broadcast following 'Grammy Awards' stage appearance

KATSEYE has landed another major milestone, securing a spot in a brand campaign set to air during the Super Bowl, one of North America’s biggest sports and pop culture events.

The achievement comes shortly after the group appeared onstage at the prestigious 'Grammy Awards,' further solidifying their growing influence in the U.S. entertainment market. According to HYBE and Geffen Records on February 4, KATSEYE will feature in a campaign advertisement for global insurance brand State Farm. The commercial is scheduled to air during the broadcast of the NFL championship game on February 9.

In the ad, the six members appear alongside actress Hailee Steinfeld and comedian Keegan-Michael Key. A preview released via State Farm’s official YouTube channel shows KATSEYE delivering a performance set to Bon Jovi’s classic hit ‘Livin’ on a Prayer.’

Last year’s Super Bowl broadcast drew approximately 127.7 million viewers across television and streaming platforms in the United States alone, underscoring the event’s reputation as the “pinnacle of advertising and entertainment impact.” International media outlets, including the Financial Times, reported that the top price for a 30-second Super Bowl commercial this year surpassed 10 million USD for the first time in history, with ad slots selling out at a record pace.

As KATSEYE’s popularity surges, invitations from major U.S. talk shows are also following. Ahead of their Super Bowl commercial debut, the group is set to make their first appearance on NBC’s The 'Tonight Show Starring Jimmy Fallon' on February 5.

KATSEYE was formed through the audition project 'The Debut: Dream Academy,' built on a “K-pop methodology.” The group is widely regarded as a leading example of HYBE Chairman Bang Si Hyuk’s “multi home, multi genre” strategy in action.

Earlier, on February 2 (KST), KATSEYE took the stage at the '68th Annual Grammy Awards' held at Crypto.com Arena in Los Angeles. Appearing in connection with the Best New Artist category, the group performed ‘Gnarly.’ Industry observers noted that it is rare for an act less than two years into their debut to receive such recognition from the Grammys, marking yet another standout moment in KATSEYE’s rapid global rise.