Molson Coors and DraftKings teamed up to create a combined ad for the beverage company and sports betting site. Rival platform FanDuel will run a live ad during which former NFL star Rob Gronkowski will attempt to kick a field goal fans can bet on. (For our less sports-savvy readers, Gronk is not a kicker, so don’t bet too much.)
Online sports betting only became legal over the past few years in most states, so FanDuel and DraftKings are relative newcomers to Super Bowl advertising. But their impact is huge. As of July 2022, 6% of US adults had bet on sports online, according to Pew Research Center data. This year, we project 8.7% of US adults will wager online sports bets, for a total of 23.1 million people.
Post-game report: Big stunts are always in play during the Super Bowl, but this year they’ll be joined on the field by deals and discounts. B2B and productivity will also be playing to win over viewers. What else will happen during advertising’s biggest game? We’ll be watching.
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