Taking a Look at Big Game Sponsorships

Since the mid-1980s, advertising for the Big Game has been a big deal. The ads have become so iconic that they have a draw of their own, with many viewers tuning in to watch the ads — and ignore the game. This year’s event was no different, with record ad prices, an estimated 100 million viewers, and a star-studded list of Big Game sponsorships. With the average 30-second commercial costing $6.5 million, brands who went all in were betting big on those commercials to stand out. 

Celebrities have long played a crucial role in advertising during the Big Game, and with the growth of social media platforms, their importance has multiplied. Beyond appearing in ads, celebrities now are also influencers with massive online followings, which means they can extend the reach of the commercial long after the last touchdown.

A look at the Big Game sponsorships

For some brands, the benefits began even before kickoff, with many companies and celebrities sharing teasers or clips of the commercials in the days and weeks leading up to the event. And when the influencers themselves share the ads with their followers, it exponentially increases exposure (and benefits) for the brand.

For example, Kevin Hart’s commercial for first-time Big Game advertiser Sam’s Club was also shared with Hart’s 237.8 million followers. Meanwhile, the BMW ad featuring Arnold Schwarzenegger as Zeus and Salma Hayek as Hera could benefit from the actors’ combined social media audience of 73.5 million. 

That added exposure can add up for brands, and even though the Big Game commercials only air once during the event, they can live on in perpetuity on digital platforms. The Bic partnership with Snoop Dogg and Martha Stewart, for example, was also shared with the rapper’s 159.4 million followers and the businesswoman’s 13.9 million followers to give a combined reach of more than 173 million — in addition to the actual viewers of the game. 

And, of course, commercials featuring multiple celebs — such as Nissan’s high-energy “Thrill Driver” ad featuring Brie Larson, Eugene Levy, Catherine O’Hara, Dave Bautista, and Danai Gurira — benefit from being able to reach each influencer’s following, which in this case covered multiple age groups. Thanks to being shared before the game, that spot had the most buzz of all commercials even before the coin toss, according to Tubular Labs. And, within 24 hours of airing, it had received more than 72.57 million views on platforms like Facebook, YouTube, and Twitter.  

While influencers are oftentimes associated with Gen Z, the celebrities featured in the Big Game’s spots ran the age gamut, appealing to younger viewers as well as serving up plenty of nostalgia — as is common for these ads. An Austin Powers spoof for GM saw Mike Myers resurrect his Dr. Evil character to become Dr. EV-il, giving a nod to the automaker’s plans for an electric vehicle. And Jim Carrey returned as the Cable Guy from the 1996 movie of the same name to plug Verizon’s wifi. While brands who choose nostalgia run the risk that younger viewers won’t “get” the commercial, the breadth of the Big Game’s audience meant that it had plenty of chance to resonate with viewers who grew up with the films, and response to the ads show that they hit the mark. 

Younger viewers weren’t left out, however; Zendaya scored with a spot for Squarespace which Teen Vogue declared the best commercial of the game. Miley Cyrus teamed up with her “fairy godmother” Dolly Parton to do a sendup of ‘80s charity music videos and managed to plug T-Mobile’s 5G phones in one of the most talked-about ads of the event.      

Influencers ruled on digital platforms

Not all the influencers partnering with brands appeared in the game’s commercials. For the second year, the NFL leveraged the popularity of social media to host a live pre-game event on TikTok. The hourlong live show included live musical performances, including a set from The Chainsmokers, as well as guests from the NFL, other musical acts, popular TikTok influencer Tinx, and several other hand-picked fan-favorite TikTok creators. The NFL also shared Allison Kuch’s TikTok. She is an influencer and wife to football player Isaac Rochell of the Indianapolis Colts, and she’s known for her funny content.

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