But this year Twitter is facing more competition as the second-screen companion to the game, from Facebook. The social giant just this Wednesday announced a new Super Bowl Experience page.
It is similar to Twitter's NFL timeline experience in that it aims to give fans one place to find posts from friends and people around the world, as well as scores, photos and videos from news outlets, the NFL, teams and players.
The key thing about this new play from Facebook is that it's part of a larger play to be more than just conversation and sharing among friends. And in December, Facebook struck a deal with the NFL to post short NFL clips on the social network, followed by ads from Verizon Wireless, which is paying to promote them in NFL fans' news feeds.
Becoming a bigger part of the conversation about the Super Bowl also plays into Facebook's push to build its video platform, which means competition with Twitter's new video player, and play for video ads. But even more so, Facebook's video ads are an attack on YouTube.
Read More If you oversleep on Super Bowl Monday, don't do this
YouTube always gets a huge boost around the Super Bowl. Last year people watched more than 6.3 million hours of ads on the video-sharing site. This year Facebook is pitching advertisers to post their spots directly into Facebook, in its native video player.
Advertisers from GoDaddy to a newcomer to the game, Wix, are making the leap because videos show up more frequently in users' feeds than other posts, and by one measure Facebook video ads get six times the engagement of a YouTube link.
Raising its profile with game-related content gives Facebook an opportunity to target YouTube's reputation as the destination for digital video, looking for a piece of YouTube's projected $3.5 billion in revenue this year, as well as TV ad dollars.
YouTube is fighting back by upping its Super Bowl game, streaming its own halftime show on its AdBlitz channel featuring 20 YouTube creators and musicians, enabling brands to connect with viewers who prefer ads to the game.
Read More Super Bowl: How to get there, and how to get in
Correction: An earlier version of this story misstated the number the number of brand war rooms Twitter would attend.
Disclosure: CNBC's sister company NBC Sports broadcasts the Super Bowl.