The Super Bowl ranks as the most-watched television event of the year, drawing audiences of approximately 100 million viewers on a regular basis over the last decade. For this year’s broadcast on FOX, companies paid more than $5 million per 30-second commercial slot.
However, television advertising is only one potential avenue to customers. The Super Bowl dominates conversation on social media platforms like Twitter, providing savvy companies with another way to connect with the public.
This year’s game between the Kansas City Chiefs and the San Francisco 49ers features some of the NFL’s most marketable stars. Pre-existing endorsement deals, such as 49ers cornerback Richard Sherman’s relationship with Wonderful Nuts or Chiefs quarterback Patrick Mahomes’ deal with Head and Shoulders shampoo, are a valuable commodity.
FOX Business breaks down which companies have ties to key players and how they are attempting to capitalize on the Super Bowl exposure.
The insurance company tapped Chiefs quarterback Patrick Mahomes to star in a commercial campaign last fall. State Farm fell just short of a marketing windfall when Green Bay Packers quarterback Aaron Rodgers, another brand ambassador, lost to 49ers in the NFC Championship game.
An NFL sponsor, Bose has an individual endorsement deal with Mahomes and has also worked with 49ers quarterback Jimmy Garoppolo.
After starring in several commercials for Wonderful Pistachios over the years, Sherman appeared in a social media campaign for the brand’s “Chili Roasted” flavor ahead of the Super Bowl.
As the NFL’s official uniform supplier, Nike will have no shortage of media exposure during Super Bowl LIV. The company also has individual deals with multiple players, including star Chiefs tight end Travis Kelce.
The eyewear company serves as the NFL's official supplier of helmet visors and signed Mahomes to its first-ever NFL endorsement deal.
Head and Shoulders
The shampoo brand is one of several to have a deal in place with Mahomes, who stars in commercials alongside former NFL great Troy Polamalu.
Hard Rock International committed a reported $250 million over 18 years to land naming rights to the Miami Dolphins’ stadium in 2016. With Hard Rock Stadium set to host Super Bowl LIV, the brand will get its money’s worth.