Super Bowl LVI In-Game Sponsors Earn $170 Million in Media Value
An analysis by Elevate Sports Ventures and Hive reveals that in-game brand exposure during Super Bowl LVI generates $170 million in equivalent media value. Nike leads in visual screen time, while top sponsors expect significant additional exposure from post-game news and highlights.
An analysis by Elevate Sports Ventures and Hive shows that in-game brand exposure during Super Bowl LVI generates $170 million in equivalent media value for sponsors. Excluding traditional commercials, brands earn over 75 minutes of cumulative screen time during the telecast, with 19 different brands receiving more than 10 seconds of visibility. This cumulative exposure represents a 28% decrease from the previous year, largely due to the absence of pandemic-era branded tarps that covered empty stadium seats in 2021.
Using advanced logo detection and brand mention models, Hive determines that Nike is the most visually exposed brand with over 46 minutes of on-screen time. Meanwhile, Pepsi leads all sponsors with 11 verbal mentions throughout the broadcast. These in-game visibility metrics highlight how stadium and league sponsors capture massive audience attention without needing to purchase expensive commercial slots.
The financial impact for these brands extends well beyond the live game telecast. Historical data indicates that top sponsors receive an additional 3.5 to 4.5 minutes of televised logo exposure from news and highlight shows for every single minute of in-game exposure they earn. SoFi, the host stadium's naming rights holder, is expected to see the greatest relative amplification as news and entertainment programs continue to film outside the venue in the days following the event.