Super Bowl LX – the guaranteed winners!

By: Ben Webb

On Sunday, the Seattle Seahawks and New England Patriots clash in Santa Clara, California, in the ultimate winner takes all contest. For the winners it means immortality – well almost – and a chunky ring. For the losers, it means failure and a lifetime agonising over what might have been. That’s why more than 120 million Americans will be glued to their TVs… to join, experience and share the agony and the ecstasy. 

There is one sure winner, however, the jeans brand with its name on the venue – LevisStadium. 

Competition to win the Super Bowl marketer’s bragging rights is equally intense. In a time of media fragmentation the game is a rare chance to reach a mass audience. An amazing 27 of the 30 most watched telecasts in US history are, according to Nielsen, Super Bowls. And then, of course, there are the millions streaming the action. 

It’s also expensive. Prime 30-second slots sell for an estimated $8m. Every year the cost rises. It’s no surprise given – amazingly – more than a third of the viewers, according to a 2025 survey by Statista, say their primary reason for tuning in is to watch the ads! 

So no wonder the big brands invest heavily in star names to win the contest. Uber Eats has Matthew McConaughey and Bradley Cooper on the roster. Bud Light has draft-picked Peyton Manning and Post Malone. 

Levis, on the other hand, can sit back, chill, and enjoy its robust laid-back denim style. The Levi’s brand will be seen on live broadcasts and highlight reels, on news headlines and the social media posts that multiply through the digital ecosphere, and lots more. On Sunday night, the brand will have been broadcast around the world many times and the after glow will cool slowly.

Levis and the 49ers – a marriage made in the boardroom.

Adding a name to a stadium and its team can be a hugely beneficial win-win. The team receives a guaranteed source of income and the brand can expand its reach across generations and geographically – from local to national and international. Brands with naming rights want more than signage and visibility; they are investing in a special long-term relationship that builds an emotional relationship with fans. The connection can grow until the two are almost synonymous. 

Stadiums, however, are also diversifying and being used for non-core sports and non-sporting events. At the LewisStadium this year you can take your pick of sporting highlights, including the 49ers and soccer World Cup matches starring Paraguay and Australia. And music fans can look forward to Ed Sheeran, ACDC and Bruno Mars…

“Since first announcing the naming rights to Levi’s® Stadium in May of 2013… we have seen our partnership with the San Francisco 49ers deliver value to our Levi’s® brand, furthering its place at the center of culture, helping us to connect with new generations of fans through the unifying power of sport and music, and building on our legacy of community engagement with like-minded partners,” says Michelle Gass, CEO at LS&Co.

Brands now spend almost $900m a year across seven major US professional leagues (NFL, NHL, NBA, MLB, MLS, NWSL and WNBA), according to a report by SponsorUnited.com, but time is running out if you want snap up a big stadium. While there are eleven still available in the MLB (with an estimated total value of up to $77m), there are just two up for grabs in the NFL and one in the NHL. 

Can you name them? 

Yup. They are the unbeatably well-named Lambeau Field (Green Bay Packers) and Soldier Field (Chicago Bears). And, of course, Madison Square Gardens (New York Knicks and Rangers). Tough acts to follow and rename…

The rise of finance brand stadiums 

Interestingly, more than half (51%) of the naming spend is from financial c, according to the report, including fintech (10%). Buying into the down-to-earth traditions of America’s sports teams, which are completely woven into an Apple Pie history of America, makes a lot of sense. It’s ideal for boosting reach and awareness. Banks such as Citi, Barclays and UBS are hoping to expand in key markets or to embed themselves more deeply into local culture. Meanwhile, Scotiabank (Toronto’s Scotiabank Arena) wants to establish itself as the hockey bank. 

Naming is also a great way for disruptor brands to earn instant credibility. So great that Crypto.com, for example, lavished a reported $700m on a 20-year deal to rename the Staples Centre. These relationships are far more meaningful than simply adding a logo to a building. Using digital technology and other strategies, brands want to become an integral part of a symbiotic ecosystem. 

So looking forward we can expect more AI, fan-based engagements and immersive experiences. More dedicated apps, virtual reality activations and streaming platforms. More personalized marketing campaigns and local community-based projects. More loyalty and, of course, more measurability. 

The returns on these Big Buck investments will not be left to chance. Brands will want to win. That’s why SoFi committed $625m to rename LA Stadium, Inglewood, California. Oh yes. Guess the venue for Super Bowl LXI…

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