US national network Fox has sold all of its Super Bowl LVII advertising inventory ahead of American football’s flagship NFL game between the Philadelphia Eagles and Kansas City Chiefs this weekend (February 12).
The 2023 Super Bowl is scheduled to take place at State Farm Stadium, home of the NFL’s Arizona Cardinals.
Fox is providing domestic coverage for this year’s edition through an agreement with the NFL, which sees the game alternate annually between the three major national broadcasters NBC, Fox, and CBS. Live coverage rights to last year’s event were held by NBC, while the 2021 edition was shown by CBS.
In September, Fox announced it had sold 95% of its Super Bowl ads for the game, with five or fewer 30-second slots left to sell. Multiple reports in the US have said Fox sold several ad spaces for more than $7 million each, representing a record price.
Last year’s Super Bowl ad slots generated around $434.5 million for NBC, according to market research group Kantar.
There will be a notable absence of cryptocurrency adverts at this weekend's Super Bowl after dominating last year’s edition following the collapse of leading crypto exchange FTX, which filed for bankruptcy in the US in November.
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FTX and Crypto.com paid NBC $6.5 million for a 30-second advertising slot, while fellow platforms eToro and Coinbase also featured adverts during last year’s game, which was staged at SoFi Stadium in Los Angeles, California.
Mark Evans, Fox Sports executive vice president of ad sales, told news outlet Associated Press four cryptocurrency firms had opened talks to buy advertising space this year but pulled out after FTX’s collapse, adding: “There’s zero representation in that category on the day at all.”
Last year, North American brewing giant Molson Coors announced its return to the Super Bowl after purchasing an advertising spot for this year’s game.
The company will make its first Super Bowl appearance in more than 30 years after rival Anheuser-Busch InBev (AB InBev) ended its spell as the exclusive alcohol sponsor for the league’s showpiece after more than three decades.
AB InBev, whose brands include Budweiser, Bud Light, and Michelob Ultra, was the NFL’s exclusive alcohol advertiser from 1989 in a partnership that included rights to the Super Bowl.
The major brewing firm is still running advertising during the Super Bowl on various US networks and remains the league's beer and hard seltzer sponsor.
AB InBev’s decision not to renew its exclusivity contract for the NFL’s flagship event opened the door for other alcohol companies to run national commercials during the 2023 edition.
Molson Coors became the first major brewer to take advantage of the opportunity and was quickly followed by Heineken, Diageo, and Remy Martin, who are also part of the broadcast.
The New York Mets, of North American baseball’s MLB, announced they would air a commercial on local network Fox 5 during its Super Bowl coverage to generate ticket sales during the 2023 season.
Global streaming giant Netflix, meanwhile, has bought an advertising slot to promote its upcoming PGA Tour golf docuseries Full Swing through a Michelob Ultra commercial that will feature golfer Rickie Fowler, soccer player Alex Morgan, and NFL quarterback Tony Romo.
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