The Super Bowl LVIII is scheduled to take place on February 11, in Las Vegas, the gambling capital of the world. The big game will feature just three commercials promoting sports betting, with only FanDuel and BetMGM taking the risk of spending around $7 million for a 30-second spot. These two sportsbook advertisers are the only companies willing to invest in Super Bowl advertising this year.
The defending champion Kansas City Chiefs will face the NFC champion San Francisco 49ers at Allegiant Stadium, just off the Las Vegas Strip. Currently, the Niners are favored at -130 on the moneyline, while the Chiefs are the underdogs at +110. The over/under is set at 47.5 points.
FanDuel is expected to air two commercials during the Super Bowl, with one featuring a live kick from former NFL star Rob Gronkowski. FanDuel customers can place a free bet on whether the kick will be good, with those who predict the outcome correctly splitting a pool of $10 million in promotional money. The first ad is aimed at signing up new customers to participate in the Gronkowski spectacle.
BetMGM has chosen NFL and NHL legends Tom Brady and Wayne Gretzky to star in its Super Bowl commercial, along with comedic actor Vince Vaughn.
The NFL has implemented policies to limit the number of sports betting and fantasy sports ads consumers see during television and streaming broadcasts of the league’s games. The league has advised its media partners to limit the number of betting ads to “roughly one ad per quarter.” Less than 5% of all in-game ads are sports betting ads, said David Highhill, the league’s GM for sports betting.
Before the U.S. Supreme Court struck down a federal law that had limited single-game wagering to Nevada, daily fantasy sports firms DraftKings and FanDuel regularly flooded NFL commercial breaks. The incessant advertisements were scorned by fans, many of whom complained about being bombarded with misleading claims about how easy it was to get rich playing fantasy sports.
The SCOTUS PASPA ruling has allowed the NFL to embrace sports betting and expand gaming in more than 30 states, leading to richer media deals and increased fan engagement and viewership ratings. In the aftermath of the ruling, the NFL has allowed its franchises and stadiums to partner with casinos and sports betting businesses.