Posted on: January 19, 2024, 09:35h.
Last updated on: January 19, 2024, 11:05h.
FanDuel and BetMGM are the only two sports betting companies set to run ads during next month’s Super Bowl LVIII. That’s according to CBS, which will air the Feb. 11, 2024 showdown from Allegiant Stadium in Las Vegas.
Adweek says CBS has yet to reveal how much it’s charging for 30-second spots. Fox charged about $7 million per commercial during last year’s big game, when the Kansas City Chiefs edged the Philadelphia Eagles, 38-35.
But FanDuel is back, and newcomer BetMGM hopes to poach into some of FanDuel and DraftKings’ market share by spending heavily on a Super Bowl ad.
Though Super Bowl commercials are the priciest television commercials of the year, researchers say they typically provide a return on investment (ROI). Brand strategy research giant Kantar said in a 2021 note that Super Bowl advertisers that year averaged an ROI of $4.60 per dollar spent.
The Super Bowl is a rare time when consumers don’t skip the ads. Some viewers primarily tune in for the commercials. That leads to a significant increase in brand awareness, Kantar marketing experts explained.
BetMGM Taps Star Power
BetMGM, the sportsbook and iGaming platform half-owned by MGM Resorts International in partnership with Entain, will run its debut Super Bowl advertisement with A-list comedic actor Vince Vaughn and NFL legend Tom Brady. In a promotion of the spot released this week, Vaughn seems to take issue with sharing screen space with Brady, a man who owns seven Super Bowl rings.
Join us for the big game. I’m sorry, can we hold just for a second?” Vaughn says in the teaser. “Tom, do you mind being an angel and sliding over just a thing. And one more big step. Right there and perfect.”
Vaughn continues with Brady, now out of frame.
“Join us for the big game for our BetMGM commercial!” Vaughn says. Out of the picture, Brady can be heard saying, “This feels personal.”
“I love the memories we’re making,” Vaughn responds as the teaser concludes.
In an X share of the video first posted to Brady’s social media, BetMGM tweeted, “Fingers crossed @TomBrady and Vince Vaughn can get it together in time for our first Big Game commercial on 2/11/24.”
The final ad, BetMGM says, will co-star NHL legend Wayne Gretzky.
Fingers crossed @TomBrady and Vince Vaughn can get it together in time for our first Big Game commercial on 2/11/24 🤞 https://t.co/L6xB9kW43t
— BetMGM 🦁 (@BetMGM) January 18, 2024
Gronk Redo for FanDuel
FanDuel generated significant social media traction last year for its highly promoted “Kick of Destiny” with former NFL superstar Rob Gronkowski.
Last year, “Gronk,” as he’s affectionately known, kicked a 25-year field goal “live” from a remote location during the third quarter. FanDuel marketed the promotion that if the kick was good, the sportsbook would hand out $10 million in free wagering credits to its active customers.
Gronk missed the kick, though some thought it looked good. Many also scolded the spot for being heavily produced and some questioned whether it was truly live.
FanDuel is bringing Gronk back for a second year. In a teaser of its Super Bowl LVIII spot, the company acknowledges the first rule of marketing is to “never do the same thing twice.”
New for 2024 is that FanDuel bettors can make a free pick on whether Gronk’s kick will be good. Those who pick correctly will split the $10 million pool.
Every legend needs a rival 😈@RobGronkowski just found one. #KickOfDestiny | @JohnCena pic.twitter.com/Jvvb4JIU8v
— FanDuel Sportsbook (@FDSportsbook) January 16, 2024
