Not only is the Super Bowl an important game for American fans, it’s one of the most significant sporting events of all. Across the world, close to 100 million people tune in for the final game of the NFL season, and to enjoy all the drama of this showpiece occasion.
Like most major events, the Super Bowl brings certain benefits to the retail sector. It’s a time when sales in certain industries experience a boom period, and retailers look to make the most of a single night.
A Nation Stops
It’s difficult to overstate the interest surrounding the Super Bowl. Tens of thousands of spectators attend the game in person while tens of millions watch it live on TV.
A host of different industries benefit from the game and some of these are obvious. For the two teams still involved, sales of merchandise will soar in the lead up to the big game. Fans will be eager to show their colors and leave the opposition in no doubt as to who they support.
Local delivery services will also enjoy a boost in sales, as fans get their takeaway orders in. Stores will be sure to stock up on food and drink so that the shelves don’t empty out.
The New Boys
In 2018, the US Supreme Court overturned the infamous PASPA ruling relating to sports betting. The previous legislation had effectively outlawed the practice across the country, and the new ruling left the decisions with individual state governments.
In the six years that followed, many states have legalized sports betting, and the operators are among the new retailers benefiting from the Super Bowl. In 2023, some $16 billion was wagered on the final game of the NFL season, and projections suggest that this number will increase.
Super Bowl odds are posted many months in advance of the big game, but the bulk of stakes are placed on the date of the match. In return for this extra revenue, many sportsbooks plow funds back into the NFL through advertising and sponsorship deals.
Bar Booms
All across America, bars hold themed Super Bowl parties. More than one screen is in place to show the action, and while the patrons enjoy the show, the owners experience a huge uptick in revenue.
Shrewd operators will list special deals on drinks and meals throughout the day. Fans take full advantage of these offers as they look to enhance their experience of the Super Bowl showdown.
It’s not just the United States that puts on Super Bowl parties. The NFL made a big splash in the UK when games were shown from the 1980s onwards. The sport retains a loyal following here, and many bars have their own Super Bowl nights. Other mainland European countries follow the lead of the US and UK, and the hospitality industry is another to benefit from the Super Bowl’s success.
Premium Advertising
In the run up to the Super Bowl, there is great speculation over which brands will advertise during breaks in coverage. Many commercials feature big-name stars, and a memorable ad from 2024 saw David and Victoria Beckham recreate a viral moment from their previous Netflix Series.
David Beckham has previously appeared in Super Bowl ads for H&M, and he’s been joined by other top stars such as Lionel Messi, Jenna Ortega, Jennifer Aniston and many more.
Sales figures following these advertisements will vary between brands, but a slot in the Super Bowl will certainly raise anyone’s profile. The opportunities, however, come at a premium. For the 2024 Super Bowl, advertisers were paying around $7 million for a 30-second ad.
Doing Enough?
Industry experts suggest that retailers could be doing more to exploit the possibilities of the Super Bowl. Many top brands have the opportunity to offer deals, but have so far declined to do so.
For some, it may be a case that the game comes a little too quickly after the Christmas period. Other brands may continue to offer a January sales schedule and are reluctant to carry on those promotions into February. The recent advent of Black Friday and Cyber Monday may have also increased the pressure on retailers.
The cost of Super Bowl advertising also excludes all but the major brands who can afford to pay millions of dollars for a 30-second commercial.
While there is room for movement, the retail sector largely takes advantage of the Super Bowl and looks for an opportunity to increase sales. Offers and promotions will certainly bring more customers in, and if the retailer can cover the cost of the deals, it’s likely they will see an uptick in revenue.
Like all major sporting occasions, the Super Bowl offers a great opportunity to boost sales, and it’s clear that several areas of commerce are taking advantage of the big game.