• Loading stock data...
Sunday, April 20, 2025

Super Bowl Generated $170M in In-Game Brand Exposure

  • Companies reportedly received an estimate of $170 million worth of “in-game exposure” during this year’s Super Bowl.
  • Nike clocked 46 minutes of screen time.
Super-Bowl-Pepsi-Halftime
Kirby Lee-USA TODAY/Design: Alex Brooks

There’s a reason brands of all types invest in Super Bowl advertising and sponsorship — every year, the event generates millions of dollars in brand exposure.

This year, brands have gotten more than in recent years.

Companies received an estimate of $170 million worth of “in-game exposure,” or sponsorship activation embedded in the actual game production content, according to a report by Hive and Elevate obtained by CNBC.

  • The 2021 Super Bowl generated $169 million in in-game brand exposure.
  • In 2020, the Super Bowl generated significantly less — about $143 million.

Nike clocked 46 minutes of screen time. PepsiCo’s brands, which include Gatorade, saw nine minutes — but the brands were named 11 times, more than any other company. And Bose, a major NFL sponsor, saw eight minutes of screen time.

The valuations were based on the length of time a brand was featured, as well as “quality” and “size” of its logo during exposure, CNBC reported.

Advertising Winners

Traditional ads made an impact as well. Coinbase’s commercial drew more than 20 million hits on its landing page within 60 seconds, momentarily crashing its website.

Polestar, Cue Health, and Amazon’s “Lord of the Rings” earned the top three spots for “viewer engagement” of advertisements, per EDO, Inc.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Mar 13, 2020; Augusta, GA, USA; The front entrance at Augusta National Golf Club in Augusta, Ga., Friday morning. The Masters Tournament has been postponed due to coronavirus concerns.
opinion

What’s It Like to Play Augusta? A Day on the World’s Most..

Inside a round at the most exclusive club in the world.
Kendrick Lamar

Drake Lawsuit Says Kendrick Lamar Defamed Him At Super Bowl

Drake says taking out the word “pedophile” didn’t erase the defamation.
RFK

Commanders Plan $3B Return to RFK Stadium Site—With Some Opponents

A potential deal calls for a new stadium costing more than $3 billion.

Travis Hunter’s Two-Way Ambitions Could Present New Pay Questions

The Heisman Trophy winner is adamant about playing both ways as a pro.

Featured Today

Dec 9, 2024; Toronto, Ontario, CAN; New York Knicks guard Jalen Brunson (11) watches as center Karl-Anthony Towns (32) celebrates after making a three point basket to clinch a win against the Toronto Raptors near the end of the fourth quarter at Scotiabank Arena

Same Owner, New Knicks: New York’s Remarkable Rebound

The franchise’s renaissance didn’t happen overnight.
Masters
April 18, 2025

Why The Masters Quietly Cracked Down on Ticket Resellers

Insiders expect big changes are coming to ticketing at Augusta National.
exclusive
April 16, 2025

Inside Nico Iamaleava’s Ugly Breakup With Tennessee

Iamaleava’s representatives claim to FOS he didn’t push for more NIL money.
Jul 29, 2024; Villeneuve-d'Ascq, France; France center Dominique Malonga (14) and guard Marine Johannes (23) celebrate after defeating Canada during the Paris 2024 Olympic Summer Games at Stade Pierre-Mauroy
April 13, 2025

‘Has to Change’: The WNBA’s International Player Problem

As more global stars arrive, the “prioritization” rule is causing tension.

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.
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.
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.
Sponsored

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

This week, Two-time Super Bowl Champion and CBS NFL analyst Logan Ryan joins us to talk the business of sports on our third installment of Portfolio Players.
Oct 29, 2024; Bronx, New York, USA; Los Angeles Dodgers first baseman Freddie Freeman (5) reacts after hitting a RBI single against the New York Yankees in the fifth inning during game four of the 2024 MLB World Series at Yankee Stadium.
October 31, 2024

Strauss Ads on MLB Helmets Annoyed Some Fans. CEO Says They Were a ‘Huge Success’

Strauss’s deal with MLB goes until 2027.
August 26, 2024

Cooper Flagg Spurns Nike Ties for New Balance

Flagg is the projected top pick in 2025.
August 22, 2024

Marketing Stunt Had Major Cycling Race Start In Grocery Store

The Vuelta has a history of creative stage kickoffs.
August 19, 2024

Jake Paul Claims He’ll Make $40 Million Off Tyson Netflix Fight

Paul and Tyson are set to fight in Texas in November.