Ad blitz: Tracking every marketing play for Super Bowl LVII

It is that time of the year when the Super Bowl of Asia, the Indian Premier League (IPL) is mounted at scale and presented before the brands to spend and buy the slots. These slots break the records of the most expensive slots sold, and brands continue to bet on them. The broadcast has split since last year with Star India - the Walt Disney entity…

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. If you were a part of the massive audience that tuned into CBS to…

With two-thirds of American adults living in jurisdictions with legal sports betting, more than $20 billion is expected to be at stake when the Super Bowl kicks off in Las Vegas for the first time. Approximately 67.8 million adults -- 26% of the adult population of the United States -- could combine to bet $23.1 billion on Super Bowl LVIII between…

A new bipartisan bill in Kansas is seeking to take Rep. Paul Tonko's approach to sports betting ads. SB432 seeks to prohibit advertising sports betting across online media and electric devices in the state, which would severely curb operators from their primary forms of marketing. Put forth by Republican Sen. Virgil Peck and Democratic Sen. Cindy…

The anticipated launch date of North Carolina sports betting has yet to be determined, but legislators are crafting and approving the necessary sports betting rules to ensure it launches in the state as soon as possible. The North Carolina sports betting committee and lottery commission have approved two sports betting rules packages to shape how…

The NFL's media partners - ESPN, CBS, NBC, Fox, Amazon Prime Video, and YouTube - pay over $12 billion annually for live game rights. But they get their money's worth, reaping an estimated $5 billion to $6 billion annually from advertising in and around NFL games, and 2023 is no different. The Walt Disney Co. is poised to reap an estimated $585…

The updated standards from the AGCO come as Ontario's regulated iGaming sector has grown into the largest in Canada by a wide margin. Ontario regulators have finally made their long-awaited decision on whether sports betting sites can use athletes in their advertising - and it's not the blanket ban initially proposed. The Alcohol and Gaming…

Image Source: Shutterstock.com In the past 18 months, Sportsbet, the largest online bookmaker in Australia, has outspent its rivals by more than three to one on television advertising during live sports and racing events. Confidential spending data obtained by the Australian Financial Review has revealed that Sportsbet invested a staggering AUD64…

When New York launched sports betting in February of 2022, the entire business swarmed, jockeying for position in an attempt to gain access to the biggest market in the United States. Since then, sportsbooks have complained about the unrealistically high tax rate and the need to fix the market for its long-term success. Add on top of that the tech…

Entitled The Betting on Our Future Act, the bill aims to "prohibit the advertising of sportsbooks on any medium of electronic communication subject to the jurisdiction of the Federal Communications Commission (FCC), and for other purposes". If passed, sportsbooks would not be permitted to advertise on mediums that fall under the control of the FCC,…

With more states legalizing gambling on sports, Super Bowl LVII will probably be the biggest event for the industry ever. The American Gaming Association is predicting that more than 50 million people will bet about $16 billion on the National Football League championship game between the Kansas City Chiefs and Philadelphia Eagles. But how will…

With the Super Bowl and Valentine's Day this week, we look at the love of the game and love in general. To see the Chiefs and Eagles NFL statistics scroll down. Arizona is hosting the Super Bowl for the fourth time, three of them coming after 2008. But the Super Bowl has given the most love to Miami. It has hosted 11 times and New Orleans has…

The sports gambling gold rush is coming at a high cost. In 2018, the Supreme Court struck down a federal ban on commercial sports betting in most of the country. Thirty-three states have made sports gambling legal in the wake of the decision. Now, on Super Bowl Sunday, a record 50.4 million US adults are expected to bet on the game. The booming…

Sunday's edition of the Super Bowl will be historic in a handful of ways, including being the first NFL title game to feature two Black starting quarterbacks and the first to be held in a state - in this instance, Arizona - with legal sports betting. But by the time the 2025 Super Bowl reaches its conclusion, at least one of these milestones (and…

During the broadcast of the Super Bowl, action, excitement, and entertainment peak at a maximum. Fans are not just watching to enjoy the action of the game. Many die-hard Super Bowl fans will resist going to the bathroom and stay in their seats to catch every single commercial they can. More than 100 million people in the US will watch the Super…

Molson Coors is teaming up with online sports betting company DraftKings in a marketing campaign that allows viewers to place wagers on the beer company's upcoming Super Bowl commercial, the companies said Monday. The partnership marks Molson Coors' return to the Super Bowl after a hiatus of 33 years, according to the company. Molson Coors, which…

Three retail sports betting operators in Massachusetts won't have to trash their launch and Super Bowl advertising and marketing materials, but they will have to recreate them after the NFL's premier event. The Massachusetts Gaming Commission recently amended a regulation to require a larger font size for responsible gambling messaging than was…

Ad Age is counting down to Super Bowl LVII. In the weeks leading up to the game, which will air on Fox on Feb. 12, Ad Age will bring you breaking news, analysis and first looks at the high-stakes, Big Game commercials-all in our Super Bowl newsletter. to get them via email. Crown Royal is the latest brand to confirm an ad buy with a spot from…

Alcoholic beverage brands this year have upped their game when it comes to marketing to diverse audiences, and for good reason -, per research by Ipsos and SeeHer cited during an Advertising Week New York panel discussing inclusivity in the alcohol industry. Aptly timed to this year's NYC Marathon, Michelob Ultra's Run Fund in partnership with the…

You've heard it all your life: There is no such thing as a sure thing. Well, that was before betting on sports could be legal anywhere in the United States. Now it's a free-for-all of easy money as sports books in search of new customers hype their services on sports broadcasts, social media and drive-time air waves. Last week in Michigan,…

Ohio legalized sports betting last year, and the first bets were placed on Jan. 1, 2023. Since then, online sportsbooks, including such names as DraftKings, FanDuel and MGM, have flooded the advertising market with gimmicks and celebrities trying to lure people into signing up for the gambling apps. All of that just in time for the NFL playoffs and…

The NFL, the fourth quarter, and the Super Bowl continue to bethe major focal points for online sportsbetting. But where will new growth come from -- and what's the real viewing connection? Heading into this year's big game, American Gaming Association expected a record 68 millionAmerican adults -- 26% of the adult population -- to bet on Super…