While the Super Bowl ads take front and center, national advertisers were not the only brands hoping to see a lift after February 12th. Super Bowl sponsors spent millions of dollars to be a part of football’s big day. Three-quarters (75%) of US adults agree that sponsoring the Super Bowl (i.e., the game, halftime show, or another segment) is a smart investment for brands. Half (49%) of adults (and 66% of Millennials) say that they tend to remember the brands that sponsor the Super Bowl more than brands that advertise during the Super Bowl.


State Farm

This year’s Super Bowl was held in State Farm Stadium, the home of the Arizona Cardinals. This was good news for State Farm since a quarter of US adults (and 40% of Millennials) agree that they have a better opinion of the brand that owns the naming rights to the Super Bowl stadium. This panned out in brand equity data: State Farm saw a +5.5 lift in quality and a +4.8 lift in consideration.


Since 1987, the head coach of the Super Bowl’s winning team has received a “Gatorade bath.” While not an official marketing campaign for the sports drink, these baths have generated more than $20 million in equivalent advertising value for Gatorade. A third (30%) of US adults agree that they have a better opinion of brands that are associated with a Super Bowl tradition, such as the Gatorade bath.


Fox paid the NFL more than $2 billion a year for their media deal, which included the rights to broadcast this year’s Super Bowl. Last year, NBC and their streaming service Peacock hosted the Super Bowl. Peacock saw a +3.9 increase in familiarity after Super Bowl LVI. This year, Fox saw a +2.3 increase in familiarity and +5.3 increase in momentum.

Apple Music

After Pepsi ceded its 10-year reign as halftime show sponsor, Apple Music jumped aboard. Apple Music’s deal extends for five years and will cost the tech giant approximately $50 million a year. More than half (58%) of US adults were satisfied with this year’s halftime show. Apple Music experienced a +3.3 lift in familiarity and +2.5 increase in consideration.


Catherine Ake

Content Strategist

Read Brand Bowl 2023


Read Report Learn more

Related Content