NFL Sponsors Nike and Pepsi Win Big in Super Bowl Exposure
Nike, Pepsi, and Bose lead the pack in on-screen branding during Super Bowl 56, capturing millions of dollars in media value. In-game sponsor exposure totals $170 million, highlighting a growing trend away from traditional commercial breaks.
Nike, Pepsi, and Bose dominate the branding landscape during Super Bowl 56, capturing millions of dollars in free media exposure. According to artificial intelligence data from Hive, official NFL sponsors receive a combined $170 million in in-game media value, which represents a slight increase from the previous year's total of $169 million.
While overall on-screen time for brands drops to just over 75 minutes due to the lifting of pandemic restrictions, top sponsors still make a massive impact. Nike leads all brands with an impressive 46 minutes of screen time, while Bose secures eight minutes of prominent sideline logo visibility throughout the broadcast.
Pepsi maximizes its investment by leveraging both the halftime show and its associated beverage brands like Gatorade. The company earns roughly nine minutes of visual exposure and racks up a game-high 11 verbal mentions, showcasing the immense power of in-content marketing during live sporting events.