Competitive Edge - Sports & Entertainment Marketing News

Activations and Adjacent Ads Capitalize on Super Bowl Buzz


Running an ad during the Super Bowl broadcast costs a lot of money. Aside from the reported $7 million for a 30-second ad buy, there are huge production costs and, most likely, a big celebrity fee on top.

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Discussion Questions:

  1. What is sponsorship?
  2. Why would a brand want to sponsor the NFL and the Super Bowl?
  3. Do you think a NFL sponsorship is more expensive than Major League Soccer? Why or why not?
  4. What is an activation?
  5. Why are activations important?
  6. What is one example of a brand activating around the Super Bowl?
  7. Why would Mattel want to offer a Super Bowl-themed Barbie? Why is it a limited edition item and only available in the winning team’s jersey?
  8. What message do you think Jif is trying to communicate to consumers with their Super Bowl activation?
  9. What are “presenting rights” as it relates to sponsorship?
  10. Why do you think Lexus would be interested in the presenting rights to the Ultimate Madden Bowl?
  11. What are naming rights? How does the Lexus sponsorship of the Ultimate Madden Bowl provide the brand with naming rights?
  12. How is HelloFresh activating around the Super Bowl?
  13. Which refrigerated dressing brand is launching a Super Bowl activation? Why might the Super Bowl be an important time for the brand to boost their marketing efforts?
  14. What is it called if a brand activates around a major event like the Super Bowl when they have not paid for the rights as an official sponsor?
  15. Is that type of activity legal?
  16. Is it ethical?
  17. Do you think all of the brand activations described in this story are official sponsors of the NFL or the Super Bowl?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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