Super Bowl

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To drive awareness of the brand and promote its new GV80 SUV, premium auto maker Genesis activated at Super Bowl 2020 with a campaign starring John Legend and Chrissy Teigen.

In February 2019, Hyundai leveraged its on-site rights ahead of Super Bowl LIII in Atlanta to tell multiple brand and product stories through a range of communal and one-on-one experiences.

NFL sponsor Microsoft activated around the 2020 Super Bowl with an inspirational, equality-focused campaign based on the story of 49ers coach Katie Sowers.

In January and February 2019, Verizon leveraged its rights around the NFL Playoffs, Championship Games and Super Bowl via a multi-phase, multi-platform activation that honoured America’s first responders.

Procter & Gamble deodorant brand Secret kicked off conversation about women in sport with a Super Bowl LIV ad spot involving US women’s soccer superstar Carli Lloyd.

Advertisers at this year’s Super Bowl will focus on humour, music and pure entertainment, an advertising creative with skin in the game has told SportBusiness Sponsorship.

Sponsorship spending on the National Football League and its 32 teams reached $1.39bn (€1.2bn) in the 2018-2019 season, according to a new sport industry report.

The LA Rams NFL franchise is using its run to this year’s Super Bowl to market the Naming Rights to the team’s $5bn (€4.4bn) new stadium, currently under construction in Hollywood Park, Los Angeles. O

South Korean carmaker Hyundai will terminate its Official Automotive Partner deal with the NFL after the Super Bowl, according to Hyundai Motor America chief marketing officer Dean Evans

Features

Make Believe Happen was a multi-channel, multi-phase campaign that ran the length of the 2018-19 NFL season, pushing Microsoft’s Surface products to a wide audience by showing how star player ambassadors use them in their personal lives.