Could the Super Bowl, which draws in well over 100 million viewers, be the event with the biggest celebrity audience of the year? A host of famous faces, from Kim Kardashian to Drew Barrymore, were either watching the match on Sunday from the stands or from the comfort of their homes.
The snap-happy stars took to Instagram to post photos of themselves and their loved ones posing before, during and after the NFL game, which saw the New England Patriots beat the Seattle Seahawks 28 to 24.
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North West helped her mum Kim Kardashian add the finishing touches to her make-up
Preparing to watch the big match, reality TV star Kim was given a helping hand by her daughter North as she had her hair and make-up done.
"Mommy getting ready for the Super Bowl!" she captioned a photo of herself and North, followed by another one in which Kim called her toddler her "new make-up artist".
Drew Barrymore enjoyed "date night" with her husband Will Kopelman
Taking in the action from the University of Phoenix Stadium itself – among 63,000 plus spectators – actress Drew chose to turn the sporty evening into a fun night out, with her love of two years and father of her children Will Kopelman.
She captioned a sweet snap of the couple: "A date night my husband can get behind! #SuperBowllove."
Steven Tyler bumped into Britney Spears at the stadium
Britney Spears was another star who had chosen to travel to Arizona, this time spending an "amazing day" at the game with her new boyfriend Charlie Ebersol. The pop singer also bumped into Aerosmith frontman Steven Tyler, and shared a selfie of the pair in the stands, writing alongside it: "Just ran into this guy @iamstevent #SuperBowl #reunited #2001halftimeshow."
Supermodel Gisele Bündchen cheered on her football star husband Tom Brady – who is a quarterback for the New England Patriots – and expressed her excitement at their win, while also watching the game with the couple's two sons John and Benjamin.
Adriana Lima posed with flag bearers before the match, wishing both teams the best of luck
Other stars played it neutral, with Adriana Lima sharing a photo of herself and the flag bearers and wishing both teams the best of luck. Hugh Jackman, likewise, posted a foodie snap of two slices of cake – one representing the New England Patriots and the marking the Seattle Seahawks.
London-born Kelly Osbourne, meanwhile, poked fun at how much of a frenzy the Super Bowl causes in her adoptive country, as she shared a photo of a meme that read "This is me – not caring who wins football games."