The Super Bowl is the event of the year that so many people watch for the tense playoffs and stiff competition. One of the reasons why it has become such a large part of TV and American culture is the mass advertising of big brands and companies. The NFL is a multi-million dollar industry, and a lot of revenue comes from brand deals and sponsorships. With price tags for commercials during the game climbing and more and more players clad in the latest Nike kicks, it’s no wonder why the Super Bowl has secured a spot as an essential part of today’s pop culture. Our screens are getting bigger and bigger, as well as the internet becoming more accessible and more of our lives digitized. The Super Bowl is cashing in on an enormous scale, and it’s no wonder why so many people have become absorbed in the NFL and its culture. For more detail, check out the Super Bowl 2022 odds.
Converse
Chuck Taylor was one of the first big brand deals within the sports industry and is a great example of how players can be used to promote products. NBA players wore the iconic high-tops when they were playing, and rock bands began to adopt their look. From this, musicians began to blow up the sneakers and use them as part of their identifying aesthetic. Converses soon became a part of grunge culture during the early nineties.
Within the NFL, some top sponsors will integrate their products or advertisement into the players’ uniforms. The most consistent companies who regularly benefit from the NFL association are below.
- Verizon- they are currently working to integrate 5G into all NFL stadiums
- Nike- these are the official uniform supplier and have an eight-year contract until 2028. All 32 teams wear Nike’s uniform and alongside a similar deal with the NBA, Nike is one of the most successful brands
- Pepsi
- Oakley- in 2019, they became the league’s official helmet provider and all players are required to wear an Oakley branded visor while on the field
- Fanatics Inc- this is an online sportswear company enabling fans to purchase made-to-order jerseys
Without advertising, the NFL wouldn’t be so successful and widely available. This doesn’t always mean that it’s a bad thing. Living in a consumerist society, it can be easy to feel pressured to buy things or consume. However, the money generated by advertising within American football fuels college campuses, athletic careers, and small businesses. Charities and small businesses are a great way to promote the good, rather than adding to big brands, who don’t necessarily need the advertising as much. Smaller brands are more environmentally conscious and better for the economy. The Super Bowl is a great way to promote healthier lifestyle choices. An additional benefit of Super Bowl advertising is that brands are more likely to appeal to a wider audience and gain more promotion outside the game. Last year, 40% more women watched the game, and a wider demographic appeal is a huge advantage of Super Bowl promotions. More brands get spotted by morning shows and are more likely to continue to appear on the TV following mass promotion.
To summarize, the Super Bowl is becoming more and more accessible, thanks to its big brand deals and sponsorships. The record-breaking advertisement is monumental, and the role of which can be particularly influential in our habits and interests as viewers.