Running an ad during the Super Bowl broadcast costs a lot of money. Aside from the reported $7 million for a 30-second ad buy, there are huge production costs and, most likely, a big celebrity fee on top.
Click here to read the story at adweek.com.
Discussion Questions:
- What is sponsorship?
- Why would a brand want to sponsor the NFL and the Super Bowl?
- Do you think a NFL sponsorship is more expensive than Major League Soccer? Why or why not?
- What is an activation?
- Why are activations important?
- What is one example of a brand activating around the Super Bowl?
- Why would Mattel want to offer a Super Bowl-themed Barbie? Why is it a limited edition item and only available in the winning team’s jersey?
- What message do you think Jif is trying to communicate to consumers with their Super Bowl activation?
- What are “presenting rights” as it relates to sponsorship?
- Why do you think Lexus would be interested in the presenting rights to the Ultimate Madden Bowl?
- What are naming rights? How does the Lexus sponsorship of the Ultimate Madden Bowl provide the brand with naming rights?
- How is HelloFresh activating around the Super Bowl?
- Which refrigerated dressing brand is launching a Super Bowl activation? Why might the Super Bowl be an important time for the brand to boost their marketing efforts?
- What is it called if a brand activates around a major event like the Super Bowl when they have not paid for the rights as an official sponsor?
- Is that type of activity legal?
- Is it ethical?
- Do you think all of the brand activations described in this story are official sponsors of the NFL or the Super Bowl?