The Super Bowl is just around the corner, bringing with it the biggest sporting event in the US: today, the Kansas City Chiefs and the San Francisco 49ers face off to claim the coveted title. American football is also enjoying growing popularity in Germany, capturing the attention of viewers across the country. In this article, we take a look at the Super Bowl and the NFL hype, and shed light on why this event and the sport itself are relevant for marketing decision-makers and companies in Germany, too. We examine how major global brands are using the 2024 Super Bowl as a stage for their marketing strategies, what unique opportunities this creates for you, and how you can harness the massive reach and excitement surrounding American football for your own business.
Super Bowl & NFL: Opportunities for Marketers
The Super Bowl, the final of the National Football League (NFL), is not just the biggest sporting event in the United States; it has become a global phenomenon. Since the first game in 1967, the Super Bowl has evolved into a mega-event, captivating millions of viewers: about 100 million in the US alone and around 800 million worldwide. To put that scale into perspective: the 2023 Eurovision Song Contest reached record numbers of around 162 million viewers – yet it still lagged significantly behind the Super Bowl.
This immense reach and the associated media attention make the sporting event of the year a marketing highlight for many companies as well. This is also reflected in the costs. A 30-second commercial costs 7 million dollars this year – a clear indicator of the high status and enormous impact that Super Bowl advertising can achieve.
Companies from various industries use the opportunity to impress with unique and creative commercials. Some brands tease their Super Bowl ads in advance, while others keep them a secret until the night of the big game.
For 2024, Uber Eats is banking on star power, featuring David and Victoria Beckham in their commercial in a humorous setting designed to highlight the versatility and convenience of the delivery service.
The Beckhams also appear in the 2024 Super Bowl commercials. (Source: YouTube / Uber Eats)
Pringles, on the other hand, is taking a creative approach by showcasing the endless possibilities of stacking chips, humorously emphasizing the variety of its product range.
Pringles tries Super Bowl marketing with humor. (Source: YouTube / Pringles)
These examples might give the impression that food and beverage brands are the primary focus of Super Bowl commercials. But that’s not the case! Brands from other industries also use the event to put their products in the spotlight. This even includes German companies: BMW is betting on Hollywood glamour with Christopher Walken and a play on words to present its latest innovation.
Christopher Walken for BMW in a Super Bowl commercial. (Source: YouTube / BMW)
Compared to many other shows and platforms, the Super Bowl offers a huge advantage: the audience is in a state of sustained "high involvement." Unlike a standard commercial break, which many people use to go to the bathroom, head to the fridge, channel surf, or check a second screen, viewers are fully engaged during the Super Bowl, even during the breaks. The Halftime Show not only provides top-tier musical entertainment but also makes the Super Bowl an unforgettable event.
But it’s not just the final that offers massive entertainment; the event atmosphere is present during "regular" football games, too, and it’s captivating German audiences. In 2023, two NFL games were held in Munich and Frankfurt for the first time – tickets sold out instantly. More games are planned for 2024 and 2025 – marketers should definitely keep the game dates and matchups on their radar for their strategy!
Tips for your marketing during football fever
You might not have the marketing budget to run Super Bowl commercials. But that doesn't matter! You can still leverage the football hype for your own benefit in other ways.
Tip 1: Become the Most Valuable Player for your target audience
American football games are much more than just sporting events. They are, above all, a get-together. Social media content and ads centered around football food, the right drinks, or snacks are a no-brainer and can be published in line with the season's games. But you can also score points with products that might seem atypical at first glance! Private gatherings and events like public viewings require a football flair – if you offer something suitable, whether it's projectors, decorations, fashion, or anything else needed for the TV event – it’s your chance!
Have you considered Pinterest in this context? The platform is ideal for showcasing ideas and products for football parties. The statistics prove it: in the days and weeks leading up to the Super Bowl, users search specifically on Pinterest for inspiration, driving keyword trends upward.
The Super Bowl takes place annually on the second Sunday in February. In the weeks and days leading up to it, keyword trends for the search term skyrocket. (Source: Pinterest)
Interactive content like polls, games, or quizzes that actively involve users while promoting your brand is also a great way to generate attention.
Important: Do not use NFL or football team logos – they are protected by trademark law!
It’s not just in the US that viewers gather at home or at public viewing events, turning football games into a major occasion.
Tip 2: Use effective community management
Community management surrounding the Super Bowl and the NFL is also indispensable for brands. A smart, perfectly timed comment or reaction to others' content can significantly boost your brand's visibility and positively impact engagement and follower growth. The rule here is quality over quantity! Instead of flooding your audience with a barrage of trendy takes, memes, and the like that are only tangentially related to the football event, focus on the quality of your posts and score points with expert knowledge of the sport and teams, or by moderating discussions about the games.
Tip 3: Stay flexible
While you can plan and prepare some content in advance based on predictable events (such as the halftime show performance), you should remain flexible with your content to react quickly to new developments. Despite all the planning, no one can predict exactly what will happen during the game. Often, the most powerful social content is created reactively in response to the live show.
Conclusion
For marketers and companies, the Super Bowl and the NFL offer opportunities similar to the FIFA World Cup or European Championship to drive visibility and reach, build brand awareness, and interact with existing and potential customers in an emotional way. The challenge lies in creating ads and marketing content that not only grab attention but are also memorable and positively associated with the brand. With the right strategy, you can benefit from the excitement surrounding American football even without huge budgets.
