Super Bowl

The soft drinks giant built a six-week immersive experience campaign around The Weeknd’s performance at Super Bowl LIV’s ‘Pepsi Halftime Show’ in February 2021.

The National Football League is reportedly planning to take future sponsorship rights to the Super Bowl halftime show to the open market, with Pepsi's entitlement deal poised to end in 2022

In February 2021, the NFL restricted the live stadium attendance for the Super Bowl, so Verizon sought to keep fans connected via a 5G experience mash-up inside the Fortnite battle royale game.

Super Bowl LV in Tampa Bay, Florida, will be the first fully cashless Super Bowl following an extended agreement with the National Football League and Visa, the league's official payment services technology…

At 2020’s Super Bowl LIV in Miami, NFL telecoms partner Verizon showcased the capability of 5G with an immersive experience.

For the 2019-20 NFL season, hotel partner Courtyard by Marriot’s season-long activation programme climaxed with the fifth iteration of its ‘Super Bowl Sleepover’ contest.

Budweiser’s 2020 Super Bowl campaign was a patriotic, 60-second commercial driving home the message that the American spirit is still alive and thriving.

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.

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.

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.