Super Bowl LIII: The Sponsorship Stats

The New England Patriots emerged victorious over the Los Angeles Rams on Sunday, Feb. 3 for the 53rd Super Bowl. However, the Super Bowl isn’t just a big deal for the competing teams and football fans; it’s an important event for potential advertisers and sponsors as well. It’s no doubt that with over 100 million viewers watching, businesses, advertisers, and sponsors pulled out all the stops (and put big money into) advertising and sponsoring this game and the competing teams.

The Sponsors

The big game brought in a viewership of 100.7 million, according to CBS Sports. That’s a lot of eyeballs and exposure for sponsors. According to IEG, total sponsorship spending on the NFL in the 2018/2019 season totaled $1.39 billion. The NFL has 27 sponsors, including Mooresville, NC-based Lowe’s. For a full list of sponsors, click here.

The Commercials

Super Bowl commercials have a base price of slightly higher than $5 million for a 30-second ad. This year, advertisers invested in “star power” with various celebrities and Hall-of-Famers appearing in the commercials. According to Adage.comAnheuser-Busch, who owns Asheville, NC-based Wicked Weed Brewery, made its largest-ever advertising purchase for the Super Bowl with a total of eight different commercials of various lengths covering five-minutes, 45 seconds across seven products, including three being advertised during the game for the first time. It also ran several quick-in game plugs, including animated or static graphics, bringing its total exposure to six minutes and 25 seconds of air time.

The Teams

So, the Patriots won the game, but who won the sponsorship battle of advertising deals?

 

The Los Angeles Rams have a total of $24 million in partnership value. Their biggest sponsorship deal is worth $3 million annually with Hyundai. The Rams also have partnerships with American Airlines and Wells Fargo, which bring the team $2.5 million each. Pizza Hut, Corona Extra, and Bud Light also sponsor the team for $2 million. The team is worth about $3 billion, according to Forbes.

 

The New England Patriots have a total of $16.4 million in partnership value. Uber and Cross Insurance Agency are the team’s biggest sponsors, providing approximately $2.5 million each. JetBlue Airways, Vineyard Vines, and Extreme Networks contribute $2 million as sponsors, and Dell also provides $1 million per year contract. Through it’s title sponsorship with Gilette and partnership with Intel, their stadium alone generates an additional $10 million in sponsorship revenue. The team is worth $3.7 billion, according to Forbes.

Research by sports marketing intelligence firm Sportcal‘s head of sponsorship, Conrad Wiacek.

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