The top 5 commercials as measured by USA Today’s Ad Meter Rating was as follows:
Rocket Homes and Rocket Mortgage: "Dream House with Anna Kendrick and Barbie"
Amazon “Mind Reader” with Scarlett Johansson and Colin Jost
Doritos/Cheetos “Push It” campaign with Charlie Puth and Megan Thee Stallion
Kia “Robo Dog / The All-Electric Kia EV6”
Toyota “Brothers” starring paralympian Brian McKeever and his older brother Ryan
Coming in the top spot according to USA Today, Rocket Mortgage, headquartered in Detroit, has over 50 sponsorship deals. The Detroit Lions are their largest deal in terms of total assets bought with over 20 total sponsorship assets. The brands top market stays consistent with their headquarters as they have over 15 sponsorship or media deals within the Detroit Market.
According to SponsorUnited data, Amazon and its sub-brands lead the way with 1,098 sponsorship or media deals while Toyota has over 130 more sponsorship deals than the other four brands combined. Within the United States, Los Angeles is the top market for both Toyota and Amazon while only in the top five for one other brand, Rocket Mortgage. New York and Chicago have a large impact across the top three brands as they both land in the top four across Amazon, Toyota and Kia.
Congratulations to the Los Angeles Rams for winning Super Bowl LVI and Cooper Kupp on receiving the MVP award.
Anheuser-Busch showcased their brands in featured segments during the broadcast on NBC, while Crypto brands, being new to the Super Bowl scene, saw advertisements from Coinbase, FTX, eToro&Crypto.com who have combined over 115 new sponsorship deals since the beginning of 2021.
Etoro, FTX, and Crypto.com will each have a commercial spot during football's biggest weekend. The average price for a 30-second ad for Sunday’s game has been reported at $6.5 million, per NBC. Last year, CBS charged an average of $5.5 million.
FTX continues its hot streak with the Super Bowl after a huge year in the sponsorship spending. According to SU, the 2-year old company only signed one deal in 2020 with the Miami Heat. Currently they have over 50 sponsorship deals. Within the NFL, FTX has deals with Hall of Famer - Tom Brady, 2021 #1 overall draft pick - Trevor Lawrence, and Green Bay Packers running back - Aaron Jones. The commercial during the game is a 60-second spot and is scheduled to premiere during the second half. Fans can enter a contest to win bitcoin based on the time the ad is run, if it runs at 9:30PM, FTX will be giving out 9.3 bitcoin.
Crypto.com joins FTX on their sponsorship spending spree at the Super Bowl. FTX continues its hot streak with the Super Bowl after a huge year in the sponsorship spending. Most Recently, Crypto.com and the Miami Grand Prix (South Florida Motorsports) announced a nine-year deal. As part of the newest F1 event, the race will officially be called the "Formula 1 Crypto.com Miami Grand Prix". Formula 1 currently has a deal with Crypto.com which features the "Crypto.com Overtake Award", venue signage, virtual signage, branded event activations, and more. On top of naming rights to the Miami Grand Prix, the brand paid north of $700 million to take over the venue naming rights for what used to be known as the Staples Center.
Etoro is the third crypto brand signing on for a commercial during the game which is unusual for their brand. They have over 25 deals with international soccer properties totaling 77% of their overall deals. What makes this deal unusual is that they have no deals inside of the United States currently, could expansion into the US be on its way?
Four out of the five teams above made the playoffs during this season. The Jacksonville Jaguars led in total branded posts with over 2,500 which included 95 different brands. The Kansas City Chiefs had the least amount of posts with just over 500 which only included 45 brands, but do have the highest average rate at .83% and highest total engagement over 8.5 million.
Let’s take a look at how these teams stack up in terms of sponsorship deals:
5) Kansas City Chiefs
4) Los Angeles Rams
3)Tampa Bay Buccaneers
2) Buffalo Bills
1) Jacksonville Jaguars
The Jacksonville Jaguars not only are the top team on this list, but according to SponsorUnited data, they have the most sponsors in the NFL by over 40 brands more than the Indianapolis Colts who come in second with 136 deals followed by the Dallas Cowboys with 128. Ranked by sponsorship assets, the venue naming rights partner for the Jags, TIAA Bank, is tied with Dream Finders Homes for being the most active sponsor with the team.
NFL Conference Playoffs are taking place this weekend. The remaining NFL teams are only 1 win away from making it to the Super Bowl as the Chiefs host the Bengals, and the Rams host the 49ers in the NFL Conference Championship games this weekend.
Today's Lineup highlights 1 player from each of the teams with the most endorsement deals. Travis Kelce leads all athletes playing on Sunday with over 26 partnerships, edging out his super-star QB teammate, Patrick Mahomes, who has 22 deals. Kelce has deals with HyVee, Bud Light, Aaron, Sachs & Associates & Club Carwash.
The Tech Category is now the 6th highest ranked within Major Pro Sports sponsorships, averaging 9 sponsorship deals per team. Over 400 technology and consumer electronics brands are buying sponsorship or media across the leagues.