While the Super Bowl is a tried-and-true recipe for global sports and entertainment consumption – add compelling players and coaches, sprinkle in celebrities, commercials and a halftime show – it’s the extra ingredients leading up to and during the game that enhance the overall flavor and help brands reach their audiences. For best results, shopping for those ingredients to cook up an integrated marketing campaign must begin months before the game itself.
In the spirit of a plentiful Super Bowl party spread, here are a few snackable brand trends to watch for across communications channels and platforms before and during the game:
It’s a Sure Bet Fans are Following the Action
It was projected that an estimated $35 billion would be bet on the NFL this season, a roughly 30% increase from last year. This year’s Super Bowl is slated to be the most highly bet on sporting event in history, and certain brands are balancing where to partner with the major players in the betting category. As the game evolves real-time, in-game narratives change the trajectory of betting, providing heightened visibility for cross-promotional offers through social and digital communications channels. Food, beverage and entertainment brands have been some of the early adopters partnering with betting sites for cross-promotional offers to reach consumers.
Celebrity Content Extending Beyond Broadcast Commercials
With a :30 second Super Bowl spot commanding $7 million+ for this year’s game, many brands instead have dialed up celebrity campaigns driven by PR and social content as opposed to a broadcast ad placement. Celebrity- or influencer-driven digital content, grounded in strong earned creative strategies, has been running in the weeks leading up to the game and parallel with the spots themselves, enabling more brands to join the party rather than miss out because of price or limited inventory.
Unplugged Connectivity — Second Screen Viewing
From the proliferation of streaming services to increased usage across social apps, dual-screen viewing has become the standard. It’s estimated that over 80% of sports fans use second screens while watching a live sports TV broadcast. Brands that want to be part of the conversation and be heard will have developed a comprehensive, integrated plan across linear and digital communications channels to meet fans where they’re actively consuming content and engaging consumers where virtual communities are gathering, particularly during premier sporting events such as Super Bowl.
Avoiding Brand Impulsiveness — Acting with Relevancy
Many brands will attempt to ride the wave of an event such as Super Bowl and insert themselves into conversations that might otherwise be unnatural or seem off-brand. Others will cross the goal line with appropriate commentary that’s relevant and in line with their identity and values. When in doubt, err on the side of caution and fall back on your brand principles. A misguided comment or off-kilter content will result in a muddied digital footprint that’s not worth the reputational risk for a few quick views. Keep an eye out to see which brands will shine and which will stumble during the game.
More than a Game: Finding Light Above the Clouds
Sports and entertainment often provide a welcome distraction to the ups and downs of everyday life. Since the start of 2025, from New Orleans to Los Angeles to Washington, D.C. to Philadelphia, the nation has experienced heartbreak and sorrow. Platforms such as the Super Bowl are also powerful opportunities for brands to show support, shine a light on and uplift communities, and we will likely see many step forward to connect through the bond of community.
