• Loading stock data...
Saturday, July 12, 2025

Super Bowl Advertising Shakeup

  • For the first time in 37 years, the beer giant will not be airing a commercial during the Super Bowl.
  • It will instead donate the money to the Ad Council and the COVID Collaborative Vaccine Education Initiative.
Alex Brooks/Front Office Sports

Don’t look for any splashy new ads from the King of Beers on Feb. 7. 

For the first time in 37 years, Budweiser is not airing a commercial during the Super Bowl. 

The beer giant announced it will instead donate the money to the Ad Council and the COVID Collaborative Vaccine Education Initiative.

Last year, parent company Anheuser-Busch InBev was the top marketer during the Big Game, spending an estimated $41 million on commercials — 10% of total ad revenue for the Super Bowl, according to data agency Kantar.

Beyond Anheuser-Busch InBev:

  • Super Bowl in-game advertising generated $435 million in 2020 — the highest amount in the event’s history. 
  • A 30-second spot during this year’s game costs around $5.5 million, down slightly from last year’s $5.6 million.

Super Bowl ad prices used to see notable increases from year to year. Now, financial uncertainty caused by the coronavirus pandemic has stagnated ad revenue and earning potential. 

Budweiser isn’t the only brand taking a break, either. Both Coke and Hyundai will sit out this year’s game as well.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Streaming Tops Linear for First Time, Sports Still Key to TV’s Resilience

Streaming hits another critical milestone in an accelerating media transition.

Fox Takes Small Step Into Streaming Arena Without Joining Wars

The network’s subscription-based streaming service now has a name.

Super Bowl, NBA, Olympics Drive NBC Toward Billion-Dollar February

NBC touts its historic confluence of NFL, NBA, and Olympic content.
exclusive

ESPN Extends Chris Berman’s Contract Through 50th Year, First Super Bowl

Berman joined ESPN a month after its launch in 1979.

Featured Today

Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.
July 11, 2025

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.
July 9, 2025

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.
July 6, 2025

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.