What lessons can marketers learn from this year's Super Bowl?

Admit it, did you genuinely care who won, or even know which teams were playing? And can you name a single player who’s not possibly dating Taylor Swift? Sure, you might be a real NFL fan, but the adverts at this year’s Super Bowl suggest something else - marketers have finally conceded that the event has morphed beyond its sporting roots.

It’s still a cultural institution, yes, but is it about the sport? Hardly. It seems that for many viewers, the game is secondary. This raises the question: have marketers underestimated the value of the sport itself in their campaigns? A list celebrities and towering budgets dominate spots from brands like Dunkin Donuts, State Farm, and Pringles, with minimal reference to the on-field action - a sharp contrast to how brands engage with the FIFA World Cup where the game takes centre stage.

This imitation game, where everybody tries a one-size-fits-all Hollywood approach, dilutes the connection to passionate fans yearning for that touch of gridiron authenticity. It’s a reminder that while universal appeal has its merits, there’s a potent opportunity for brands to intertwine with the game’s narrative, creating more focused and engaging spots that might just outshine those with the flashiest stars and biggest budgets.