ALL STAR GAME AND SUPER BOWL SPONSOR
When it comes to advertising and successful brands we often come to U.S. soil. To access the Olympus of brands, one cannot ignore the two quintessential American sporting events: the NBA All Star Game and the NFL Super Bowl.
NIKE AND JORDAN
The All Star Game was a further consecration for sportswear brands such as Nike, Foot Locker and Converse, as well as those inherent in technology with Google and Meta at the forefront.
A very important showcase also for Jordan, the event’s technical sponsor, which presented four different uniforms for the new quadrangular format established by the NBA. On Feb. 15, 2025, Jordan organized the “Jordan Fam Fest,” defined as “a celebration of the brand’s culture and heritage” and enriched by the presence of former basketball player Marshawn Lynch.
An unmissable lucrative opportunity not only for the brands, but also for the participants themselves: the All-Star Game’s planned prize pool awarded each player on the winning team, Shaquille O’Neal’s OGs, a total of $125,000 each. By contrast, runners-up Charles Barkley’s Global Stars had to “settle” for $50,000 each. Instead, $25,000 was received by each player from Kenny Smith’s Young Stars and Candace Parker’s Rising Stars.
A new format compared to the traditional East vs West that has offered three games instead of one and a greater number of world-class players, as well as more revenue for those involved.
$8 MILLION FOR A TV COMMERCIAL
It follows the NFL prize money, even more important than the NBA one: $171,000 and $96,000 for each player of the winning Philadelphia Eagles and second finalists Kansas City Chiefs, respectively.
The Super Bowl is undoubtedly one of the pivotal sporting events of each year, as well as a must-see opportunity for brands, especially those that reach about 100 million U.S. viewers during ad breaks. If in 2024 advertising spaces of about 30 seconds were sold for $7 million, this year some were allotted up to $8 million.
Increasing the cost price of a commercial, as well as brand visibility, there is the active participation of viewers: An Ipsos research study conducted in December 2024 found that 78% of Super Bowl viewers also watch commercials during the game’s intermissions, of which 24 % say they follow them closely and even 11% say they attend the NFL Finals primarily to watch the commercials.
This year’s Super Bowl set a new ratings record in the United States, averaging 126 million viewers. In addition, the half-time show during which rapper Kendrick Lamar performed was the most viewed show ever with an impressive 133.5 million views, surpassing Michael Jackson’s historic record. Among the brands that managed to win a place among the commercial breaks, eight were from the snack and chips category including Doritos, Lay’s, Pringles, Ritz and Totino Pizza Rolls.
Beer also consistently achieves great success during the Super Bowl, a sacred American tradition, with as many as six brands including Bud Light, Stella Artois, Budweiser and Busch Light. Not to mention some brands in the food arena such as Uber Eats, Taco Bell and Dunkin’.
NOT JUST FOOD AND DRINK
The Super Bowl is not only the quintessential American sporting event for consuming beer and snacks, but it is a showcase for any well-known brand in the global marketplace, to the point that every commercial sphere is represented by different brands: tourism with Booking and MSC Cruises, technology with Meta and Squarespace, automobiles with Jeep and Ram, finance with NerdWallet and TurboTax, entertainment with Disney, wellness and health with Dove and Novartis. In short, the most famous showcase of American sports culture.
