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The NFL Super Bowl between the Philadelphia Eagles and the Kansas City Chiefs is expected to be the most watched event of the year. Advertisers this year are paying up to $7 million to get in front of the +100 million somewhat captive viewers.
The list of advertisers is very light on crypto this year, but includes a double number of alcoholic beverage companies. Molson Coors (TAP) and Draft Kings (NASDAQ:DKNG) are running a unique Super Bowl promotion where fans can earn money by predicting the details of Coors Light and Miller Lite brand advertising during the game. Notably, High Stakes Beer Ad’s $500,000 prize pool is the largest for any free non-sports contest offered in DraftKings (DKNG) history. Molson Coors (TAP) returns to the Super Bowl this year for the first time in 30 years due to the expiration of the Anheuser-Busch (BUD) exclusivity contract. Anheuser-Busch InBev (BUD) will have a big presence at the Super Bowl this year even though the brewing giant gave up its exclusivity deal that kept other alcohol brands out. The beer giant got three minutes of airtime and will include spots for traditional brands Michelob Ultra and Bud Light, rather than Bud Light Seltzer or a craft brand. Of note, Busch Light will make its first appearance in Super Bowl ads since 2017 after experiencing double-digit growth over the past five years. Other spirits companies stepping into the Super Bowl spotlight include Heineken NV (OTCQX:HEINY) with a non-alcoholic beer ad and Diageo (DEO) with the first Super Bowl spirits ad. Also in the mix, French company Rémy Cointreau (OTCPK: REMYF) has blocked a 60-second ad for its Rémy Martin cognac.
Other notable advertisers during the game will include travel site Booking.com (BKNG), online shopping site Rakuten, Dexcom (DXCM), Procter & Gamble’s (PG) Downy, Unilever (UL) Hellman’s, PepsiCo’s (PEP) Popcorners and Pringles, DraftKings (DKNG), Uber (UBER), Workday (WDAY) and a unique combo point between General Motors (GM) and Netflix (NFLX) to highlight their EV partnership. One notable change this year will be the halftime show with Apple (AAPL) replacing PepsiCo (PEP) as title sponsor. The Cupertino tech giant will target exposure of its Apple Music product with Rihanna leading the halftime entertainment.
Naturally, the Super Bowl is predicted to set a record for legalized betting volume due to new casino and mobile betting states. The American Gaming Association expects that 30 million Americans plan to place a traditional bet online, at a retail sportsbook, or with a bookie, while another 28 million plan to bet casually with friends or as part of a pool contest. or squares. Macquarie predicted that $1 billion to $1.5 billion will be legally wagered on the Super Bowl, which is not too far off the normal NFL regular season weekend count. However, analyst Chad Benyon said that the high volatility of a single game result may matter for monthly/quarterly GGR figures for sports betting operators such as DraftKings (DKNG), Barstool (PENN), Caesars Sportsbook (CZR) and BetMGM (MGM) ( OTCPK:GMVHF).
