Held on February 11, the 2024 edition of the Super Bowl featured a concert by singer Usher, established the Kansas City Chiefs football team as champions for the fourth time — this time, two consecutive champions — and featured several creative and expensive commercials during its halftime show.
But how can a North American sporting event influence your business’s marketing? Mestres do Site explains it below.
What is the Super Bowl?
Created in 1967 in the United States, the sporting event is the final of the professional American football league. At the time, there cameroon telegram data were two leagues in the sport — the National Football League (NFL) and the American Football League (AFL) — and the game served to define the team that would be the champion among the champions, since the teams with the most victories from each league participated to dispute which of them would be the best of the season.
In the 1970s, the two leagues merged, resulting in the creation of the National Football Conference (NFC) and the American Football Conference (AFC). Today, the NFL is made up of 32 teams divided between the NFC and the AFC, and the winners of the respective leagues face off to crown the best team in the NFL.
The name of the event refers to the season
The professional American football playing season generally begins in September and ends in February of the following year with a grand spectacle.
The grandeur of the Super Bowl in American culture
When the NFL and AFL reached an agreement to the objective is not the sale it is the recurrence of the sale decide in a big game which would be the best team between the two, the Super Bowl was already born with the premise of being an important North American television spectacle, and was also the event that marked the arrival of color televisions in the United States.
The fact that American football is the most popular sport in the country has already made the event instantly the one with the highest audience, which is why the price paid to run commercials during its break is extremely high — in the 2024 edition, a 30-second advertisement cost around US$ 7 million (almost R$ 35 million).
The halftime show and its marketing
The Super Bowl is already a huge australia cell numbers sporting event — it’s almost as important a national holiday as Thanksgiving and Christmas — and its Halftime Show brings even more viewership to it. But if you think this event has always featured famous acts from the world of music, you’re totally wrong.
Since the 1960s, the musical show presented during halftime of the games has been by a marching band. In the 1990s, it was noticed that the audience was dropping during the presentation, which led the organization to invite, in 1991, the band New Kids on the Block and, in 1992, the singer Gloria Estafan to try to guarantee a good number of spectators.
However, the audience ratings still dropped by 40 points. So, for the next year’s show, they invited the most important artist in music in the world: Michael Jackson. The most impressive thing is that he agreed to perform for free!
Artists’ earnings from the Super Bowl
And why do the biggest names in music perform for free at the event? Simple: as previously mentioned, the Super Bowl is a highly relevant event in North American culture and its audience is enough to attract a lot of attention and rewards for the artists. According to Forbes, some examples of this are:
Shakira and Jennifer Lopez increased their listener numbers on streaming platforms by 267% and 187% respectively in 2020;
Rihanna made a profit of around US$88.3 million for briefly showing a product from her Fenty Beauty brand during her 2023 performance.
In 2024, the show hosted by Usher broke the event’s audience record, being watched simultaneously by more than 120 million people in the United States alone, and made the singer earn an approximate amount of US$52 thousand while performing.
And how can the Super Bowl help your business marketing?
Obviously, our goal is not to say that you should look for a very influential person and expect them to promote your business for free.
From a marketing perspective, we see that artists taking advantage of the grandeur of the Super Bowl to make money is a powerful strategy that generates increased interest and sales of music, concerts and related products.
And thinking about your business, you can also learn something: invest in the right audience through a well-planned objective, channels and customer journey.