The upcoming Super Bowl is expected to take a departure from featuring cryptocurrency-related advertisements, according to CNN. Major brands such as BMW, Budweiser, State Farm, Oreo, DoorDash, and Hellman’s Mayonnaise are reportedly gearing up for commercials during the event, with a focus on food and automotive sectors rather than delving into topics like artificial intelligence (AI) and cryptocurrency.
Super Bowl LVIII Favors Entertainment Over Crypto Advertisements
Millions of American football fans tuning in for the clash between the Kansas City Chiefs and the San Francisco 49ers in Super Bowl LVIII on February 11 are unlikely to witness many cryptocurrency exchange ad spots. A recent report from CNN on February 2 revealed that numerous companies securing ad slots for the 2024 game have distanced themselves from the financial technology sector.
According to Paul Hardart, a clinical professor of marketing at New York University’s Stern School of Business, the theme for Super Bowl LVIII ads is anticipated to shift significantly towards "fun, humor, and entertainment," diverging notably from the previous trend of featuring artificial intelligence (AI) and crypto firms.
During Super Bowl LVI in 2022, crypto firms such as FTX, eToro, Crypto.com, and Coinbase made their debut with ad spots. However, the landscape appears to be changing, with comedian Larry David expressing regret in 2024 for his involvement in the humorous FTX ad, which subsequently led to lawsuits from investors after the collapse of the crypto exchange.
Crypto Advertisements Missing in Super Bowl LVIII Amid Industry Turbulence
During Super Bowl LVII in 2023, following bankruptcy filings from several crypto firms and a significant market downturn, ads featuring digital assets were conspicuously missing. The line-up for 2024 includes commercials from BMW, Budweiser, State Farm, Oreo, DoorDash, and Hellman’s Mayonnaise, with a 30-second spot reportedly costing up to $7 million.
The presence of singer-songwriter Taylor Swift, attending in support of her partner Travis Kelce, who plays tight end for the Chiefs, is expected to draw a massive audience. Swift, flying directly from Japan after a scheduled concert, adds to the game's allure.
Notable ads in the crypto space include actor Matt Damon’s “Fortune Favors the Brave” for Crypto.com in October 2021 and promotions from sports stars Shaq and Naomi Osaka for FTX in 2022.