The stage is set for an electrifying Super Bowl LVIII, slated for February 11, with Las Vegas—often hailed as the epicenter of betting—playing host. In a twist that speaks volumes about the exclusivity of the event, only 3 commercials dedicated to sports betting will grace the screen during this colossal showdown.
This year, the advertising sphere has seen a noticeable shift with only FanDuel and BetMGM betting big on securing a coveted 30-second slot, priced at a steep $7 million, for their commercials.
FanDuel and BetMGM Take the Lead
Dominating the U.S. sports betting arena, FanDuel, alongside its competitor DraftKings, commands a staggering 70% market share. While DraftKings opts out of this year’s Super Bowl spotlight, BetMGM is stepping up to the plate with a star-studded commercial featuring NFL and NHL legends Tom Brady and Wayne Gretzky, with Vince Vaughn adding a touch of humor.
See how the price for a 30-second commercial spot during during the Super Bowl has increased from 2002 to 2024.
FanDuel – Doubling Down on the Super Bowl Stage
FanDuel is gearing up to capture the audience’s imagination with not one, but two advertisements during the event. Highlighting their campaign is a thrilling live kick challenge featuring NFL legend Rob Gronkowski.
Amid the third-quarter break, Gronkowski will take on a 25-yard field goal challenge, with FanDuel offering a free bet on the outcome. Participants who guess correctly will share a generous $10 million promotional pool, earmarked for future bets.
This initiative not only aims to reel in new patrons but also to recreate the magic of a similar stunt pulled off in the previous Super Bowl.
Refined Sports Betting Advertising
In response to feedback and evolving viewer preferences, the NFL has significantly curtailed the presence of sports betting and fantasy sports commercials during game broadcasts.
David Highhill, the league’s sports betting GM, outlines the strategic reduction to approximately one ad per quarter, ensuring that sports betting commercials constitute less than 5% of all in-game advertising.
This approach underscores the NFL’s commitment to enhancing viewer experience while navigating the dynamic landscape of sports betting.
The NFL’s Betting Evolution
The landscape of sports betting underwent a monumental transformation following the 2018 SCOTUS ruling on PASPA, overturning previous restrictions and opening the doors to legal sports betting across over 30 states. This pivotal moment marked the NFL’s transition from resistance to embracing sports betting, leading to increased fan engagement, viewership, and lucrative media deals. The league’s proactive partnerships with casinos and betting firms underscore its strategic pivot towards integrating sports betting into its growth and fan engagement strategy.