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Super Bowl netted nearly $100m in media value for top sponsors

American football - 18 Feb 2021

The NFL’s showpiece Super Bowl generated $95.8 million in media value for the game’s top sponsors earlier this month, according to data from GumGum Sports, the AI-powered sponsorship analytics platform.

The company conducted analysis into the top sponsors across in-stadium assets for the recent Super Bowl LV in Tampa, Florida and found that the five most visible were telecoms giant Verizon, PepsiCo-owned drinks brands Pepsi and Gatorade, daily fantasy platform DraftKings, and Bud Light, the beer brand owned by international brewing giant Anheuser-Busch.

The five companies generated the media value from 353 exposures and 2,300 seconds of on-screen duration during the Tampa Bay Buccaneers’ win over the Kansas City Chiefs.

Pepsi benefited from the highest media value with $31.6 million across its four placements, with $12.8 million coming via its LED sideline seat tarp, a new asset the NFL introduced for the Super Bowl to boost revenue during the Covid-19 pandemic.

The soft drinks brand’s halftime broadcast graphic was valued at $9.4 million as it was the half-time presenting partner and drove high sponsorship value from the popular show.

Verizon ranked second after registering $26.5 million for three placements, with its broadcast graphic accounting for $14.7 million.

Energy drink brand Gatorade’s single sideline placement generated $20.6 million in media value, while DraftKings, which became the league’s first ever daily fantasy sports partner in 2019, achieved $11.1 million with its one sideline seat tarp. Bud Light’s two placements generated $6 million.

GumGum tracked six assets with the newly-introduced sideline seat tarp, which replaced branded seat coverings, and identified it as the top-performing placement with a sponsor media value of $38.6 million, which represented 40 per cent of the total value produced in the analysis.

The California-based analytics firm said the asset was “extremely profitable due to the implementation of LED signage and being able to rotate sponsors throughout the quarter.”

This was followed by broadcast graphic ($20.7 million), sideline setup ($20.6 million), half-time broadcast graphic ($9.4 million), half-time signage ($4.1 million), and stadium signage ($2.4 million).

Gatorade’s sideline setup was the most valuable sponsor placement combination due to its high volume of exposures and being visible when game play was in action.

This placement drove 39 per cent of the total exposure count resulting in $20.6 million in sponsorship value.