With sports betting’s expansion in the U.S. over the past few years, a common complaint is that there has been an overabundance of sportsbook advertising.
But you did not find much evidence of that during Super Bowl 58, the single biggest sports betting event of the year in the U.S.
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If you were a part of the massive audience that tuned into CBS to watch the Kansas City Chiefs defeat the San Francisco 49ers 25-22 in overtime, you saw only two sportsbook commercials during the game.
Both sports betting spots — from BetMGM and FanDuel — aired in the first half. And, as talk of the Chiefs becoming a dynasty abounds, both Super Bowl sports betting commercials were anchored by key members of a different NFL dynasty — the 2001-2019 New England Patriots.
A DraftKings added aired during the half-hour Super Bowl LVIII Kickoff show preceding the game.
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NFL sets limits on sportsbook advertising during games
The light presence of sportsbook ads during the Super Bowl is somewhat indicative of the NFL’s careful, slow embrace of sports betting since the 2018 overturning of the Professional and Amateur Sports Protection Act.
Sports betting is now legal in 38 states. Oddly enough, two of the states in which sports betting is still illegal — California and Missouri — are home to the two teams that competed for the Lombardi Trophy this year.
In 2021, DraftKings was the only sportsbook operator to advertise during the Super Bowl LV broadcast. In 2022, after the NFL announced Caesars Sportsbook, DraftKings and FanDuel as its first “official sports betting partners,” DraftKings and Caesars ran 30-second commercials during Super Bowl LVI.
During last year’s Super Bowl there were also just two sportsbook advertisers.
DraftKings ran a celebrity-filled spot staring spokesperson Kevin Hart, who also appeared in the brand’s pre-game ad this year.
FanDuel was the other sportsbook to advertise during last year’s Super Bowl broadcast on Fox. That’s when FanDuel debuted its live “Kick of Destiny” concept, which carried over to FanDuel’s ad during this year’s big game.
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Part of the minimal sportsbook presence during the Super Bowl is due to the NFL’s own limits on sports betting ads during broadcasts of both regular season and postseason games. The NFL’s general manager for sports betting, David Highhill, recently told the Associated Press that the NFL allows for “roughly one ad per quarter” from sports betting operators during games.
As legal sports betting has spread across the country, Highhill said the NFL has been “mindful of the tenor, volume and saturation of sports betting advertising and the degree with which we’re integrating that into the live game.”
With just two sportsbooks purchasing commercials during this year’s Super Bowl, the sports betting ad buy again came in under the NFL’s limit. Part of that could be the price tag — on average, 30-second Super Bowl spots reportedly went for $7 million this year.
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FanDuel’s Gronk field goal ad one of the more anticipated Super Bowl commercials
Last year, FanDuel’s “Kick of Destiny” Super Bowl commercial aired near the beginning of the third quarter.
The live spot featured former Patriots and Buccaneers tight end Rob Gronkowski attempting — and missing — a 25-yard field goal. Miss or make, FanDuel users who’d placed a $5 bet on the game split a $10 million jackpot, which was doled out as bonus bets.
This year, FanDuel returned to the same concept, this time presenting it as Gronkowski seeking redemption with another live field goal attempt. Leading up to the “Kick of Destiny 2,” FanDuel cleverly built anticipation for this year’s kick with an extensive ad campaign. For several weeks, viewers saw humorous spots featuring Gronk training for the kick, with the since-deceased actor Carl Weathers starring as his trainer and actor/wrestler John Cena playing the “villain” rooting against him. These “Kick of Destiny” teaser commercials also aired twice during this year’s NFL Today Super Bowl pregame show on CBS.
FanDuel’s live commercial was kind of a mess last year. It was rushed and confusing, with viewers having to go online to find out if Gronk had even made the field goal.
For this year’s “Kick of Destiny 2,” FanDuel split things up, running the kick attempt in a live commercial that aired prior to kickoff, just after Reba McEntire’s National Anthem and right before the coin toss.
Though still slightly rushed to fit the 30-second time constraint, this year’s ad was better directed and seemed to run more smoothly. Former NFL Network host and current FanDuel TV personality Kay Adams introduced the kick, which Gronk promptly missed, booting it wide right.
Another change this year was that FanDuel users could place a free bet on whether Gronk would make or miss the kick. Those who picked “miss” received a share of the $10 million prize pool as a bonus bet in their FanDuel accounts.
FanDuel’s in-game Super Bowl commercial, which was shown in the second quarter after the Chiefs lost a fumble at the 8-yard line, spliced footage from the live kick with pre-recorded scenes of Cena and various groups of fans celebrating the miss.
Weathers, who died on Feb. 1 at the age of 76, was also featured in the in-game FanDuel spot. The actor sadly says, “You gave us your all, Gronk,” and then the commercial ends with a tribute to Weathers. As the actor appears to give Gronkowski an encouraging nod, the message “Thank you, Carl 1948-2024” was superimposed on the screen.
BetMGM Super Bowl commercial playfully shades Tom Brady
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This year, BetMGM became the first sportsbook that isn’t an official sports betting partner of the NFL to run a Super Bowl commercial. (BetMGM is one of the Kansas City Chiefs’ official sports betting partners.)
BetMGM is a smaller player compared to last year’s Super Bowl sportsbook advertisers, FanDuel and DraftKings, who combine to dominate the sports betting market nationwide. So a Super Bowl commercial is a good step toward BetMGM’s goal of expanding its market share.
According to The Wall Street Journal, CBS approached BetMGM in 2022 about reserving an ad spot in this year’s Super Bowl, since the game would be played in Las Vegas, headquarters of the sportsbook’s parent company, MGM Resorts. The entire campaign centered around the Super Bowl commercial, including extensive additional TV, radio and online advertising, reportedly cost BetMGM $50 million.
BetMGM’s Super Bowl spot aired early in the first quarter, following the Chiefs first possession. It stars Gronk’s Patriots/Bucs teammate Tom Brady, who is informed by actor Vince Vaughn that BetMGM is for “everyone that loves sports betting” … except Tom Brady.
“You’ve won too much, Tommy,” Vaughn says in the commercial, “let others play.”
The ad then cuts to other people asking if they can use BetMGM, including Brady’s former babysitter, who calls the legendary QB a “troublemaker.” A disguised Brady then appears as “Tim Birdie, seven-time pool champion” and asks if he can play, only to be denied again by Vaughn and, for some reason, hockey icon Wayne Gretzky.
The ad is a bit clunky and the joke — that Brady has won too much, so he can’t gamble on sports — isn’t that great to begin with. To be fair, that could be due to being edited down to 30 seconds. A longer minute-long version of the commercial lands a little better.
BetMGM got a little extra advertising juice from CBS, somewhat inadvertently. When showing views of Las Vegas beyond Allegiant Stadium, the giant pyramid at MGM’s Luxor hotel — wrapped in a humongous BetMGM logo — made it on the air a couple of times during the game and pregame show.
DraftKings commercials feature in CBS pregame broadcast
While DraftKings didn’t have a spot during the Super Bowl broadcasts, the sportsbook did have a presence in CBS’s pregame coverage.
During the four-hour NFL Today pregame, the DraftKings’ commercial featuring Kevin Hart and former NFL coach Jim Mora aired a couple of times. The spot features Mora incredulously asking about DraftKings’ “Bet $5, Get $200” welcome promo offer by intoning “Instantly?!” as he did in his infamous “Playoffs?!” press conference when he was coaching the Colts in 2001.
In another DraftKings commercial promoting the same “Bet $5, Get $200” bonus offer, Hart says “DraftKings showing up big for the Super Bowl,” then spoofs former Cowboys coach Jimmy Johnson. Wearing a Johnson wig, Hart is shown in vintage-style footage celebrating with his team in the locker room and yelling, “How ’bout them instant bonus bets!” (a play on Johnson’s “How ’bout them Cowboys!” spiel).
Johnson cameos at the end of the clip, combing his hair in the mirror and telling himself, “Nailed it.”
The DraftKings Jimmy Johnson spot aired once during the NFL Today pregame show, and then again during the Super Bowl LVIII Kickoff Show, about 15 minutes before the official game broadcast began.
Source: https://t-tees.com
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