How are other brand sponsors impacted by the Big Game?

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.

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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.

Gatorade

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

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.