NFL: $170m in media value generated for sponsors of the Super Bowl (played on 13/02/2022)

NFL sponsors generated $170m (€149.7m) in media value during the Super Bowl 2022 at the SoFi Stadium in Inglewood, California on 13/02/2022, according to a study by Elevate Sports Ventures (consulting) and Hive (AI, cloud) published on 14/02/2022.

"Excluding commercials as well as the official pre-game and post-game shows, more than 75 minutes of cumulative in-game brand exposure was earned by brands during the Super Bowl LVI telecast," explained the authors of the study. 19 brands received more than 10 seconds of screen time during the Los Angeles Rams' 23-20 win over the Cincinnati Bengals. "With 30-second spot costs for Super Bowl LVI reported to be as high as $7m (€6.1m), the value generated from in-game brand exposure can be massive," said Elevate Sports Ventures and Hive.

Nike, the NFL's equipment supplier, lead the way in terms cumulative screen time with 46 minutes and 37 seconds due to strong brand exposure on the franchises' jerseys and boots. The American company was well ahead of Bose (8 minutes), Gatorade (5 min 30), Pepsi (presenting sponsor of the half-time show and…