The Importance of Sponsorship in the Super Bowl [2025]

When Patrick Mahomes delivered the knockout blow for the Kansas City Chiefs against the San Francisco 49ers in Las Vegas last February, it was the most-watched telecast since man landed on the moon in 1969. The Super Bowl has enormous pulling power as a sporting and cultural event. It presents an opportunity for companies and brands to deliver a coherent message that millions of viewers worldwide will see, hear, and hope to touch.
The Importance and Scope of Super Bowl Sponsors
Sponsorship for the Super Bowl is a massive moment for money-making brands to invest millions of dollars in return for exposure to their products. Not only is the audience engaged through the medium of the sport, but there are a myriad of opportunities and narratives surrounding the showpiece.
There are levels of sponsorship that can range from having a brand name attached to an advertising or digital board to kit sponsorship, which will be the main focus of the field of play. A host of beverage brands can flash their latest product while millions eat and drink their way through the drama.
Sponsorship deals are a great cash cow for the NFL. In the run-up to the big day in New Orleans, sponsors and partners will feature prominently as their brands are trailed together with the event itself to form that association. This will create engagement and boost sales for all parties as the viewing audience makes the associations. It’s a win-win for the NFL, creating interest in the Super Bowl, the broadcast company, and the brand’s identity.
Huge Cost Of Super Bowl Commercials
As the Super Bowl is such a massive event with over 100 million viewers from almost 200 countries, the placement of certain advertisements is at an absolute premium. The famous Super Bowl advertisements are legends in themselves, and they are as anticipated as the match itself.
During the 2023 Vince Lombardi trophy match between Kansas and Philadelphia Eagles, Dunkin’ Donuts partnered with Ben Affleck for a 30-second commercial. It was estimated that the company spent close to $7 million, but the strategy worked. The chain said they sold more donuts the day after than at any other time in their history.
However, it was 2024 that broke the bank on all levels, from record viewership domestically and globally to the money-making power of the event as the media value sponsorship value rose by seven percent. More eyeballs and more advanced AI and measurement tools mean that the effectiveness of brand placements can be evaluated with more certainty.
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Media Brand Value Increases During Super Bowl
Nike’s jersey partnership essentially made-up 60 percent of the $285 million worth of sponsored exposures during Super Bowl 58. The Nike branding’s exposure screen time was considerably higher than any other, commanding 2,195 seconds. Kansas, Philadelphia, and Buffalo feature heavily in the Super Bowl betting odds, so the logo will be dominating again.
There were other significant winners from last year. The Allegiant branding on the stadium (which was part of the season deal with host venue team Las Vegas Raiders) generated $7.3 million, with 80 percent of the value generated through interior signage during kickoffs, punts, and following touchdowns.
This shows how active everything can be, from a press conference after a match with 25 sponsors on a board behind the coach to a shot of a quarterback doing his thing on the field. Even Las Vegas hotels created $4 million in media value accumulated through aerial shots taken by broadcasters.
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Host City Wins Big Time After Super Bowl
One of the other significant by-products of hosting the Super Bowl is the effect of all this business money on the city itself. New Orleans will directly benefit from the marketing, partnerships, and sponsorships surrounding the Caesars Superdome. It will increase consumer spending power, boost tourism, and create jobs for the economy.
The Super Bowl is influential as the event brands want to be associated with. The market value becomes higher as more viewing records are broken. If Taylor Swift makes a sequel appearance at the event should Kansas make it to the Superdome again, then sponsors could have a field day on and off the pitch.
All of this is an investment that strengthens the future of the NFL. The league is set to pocket more than $125 billion from selling broadcast rights over the next decade as the streaming companies are lining up to air games.
In a world where ratings and visibility are everything, the amount spent on sponsorships will continue to increase as the Super Bowl reaches its 60th anniversary in 2026.