Competitive Edge - Sports & Entertainment Marketing News

NFL sponsors Nike, Pepsi dominate nontraditional media exposure during Super Bowl


The Los Angeles Rams won their second Super Bowl in franchise history, beating the Cincinnati Bengals on Sunday. But NFL sponsors Nike, Pepsi and Bose also came out on top, according to an early version of in-game media valuations seen by CNBC.

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Discussion Questions:

  1. What is sponsorship?
  2. Why do brands engage in sponsorship?
  3. Why is the NFL an attractive sports property for sponsors?
  4. What is ROI?
  5. Why is ROI important to sponsors?
  6. How do companies like Hive help sponsors to evaluate ROI?
  7. What is nontraditional media exposure (as referenced in the headline of this news story)?
  8. According to this story, how do sponsors receive media value during the Super Bowl television broadcast?
  9. Based on information from this story, which sponsors received the most in-game value during the Super Bowl?
  10. Why do you think those sponsors received the most value?
  11. Is there something sponsors can do to maximize the exposure they receive during the game? Why or why not?
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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