On February 11, millions of viewers of Super Bowl LVIII between the San Francisco 49ers and the Kansas City Chiefs will purportedly see few to no advertisements related to cryptocurrency exchanges.
CNN reported on February 2 that many companies that have placed advertisements for the 2024 Super Bowl are outside the financial technology industry.
Paul Hardart, a clinical professor of marketing at the Stern School of Business at New York University, predicts that advertisements for Super Bowl LVIII will emphasize “fun, humor, and entertainment” in a “significant departure” from artificial intelligence (AI) and cryptocurrency companies.
Ad segments for cryptocurrency companies, including FTX, eToro, Crypto.com, and Coinbase, debuted during Super Bowl LVI in 2022. Larry David, a comedian, referred to himself in 2024 as “an idiot” for his participation in the lighthearted FTX advertisement, which prompted investors to file multiple lawsuits after the crypto exchange’s collapse.
In 2023, advertisements about digital assets were conspicuously absent during Super Bowl LVII, the initial event after the bankruptcy filings of multiple crypto firms and a substantial market downtown.
Among the advertisements scheduled to air in 2024 were those for BMW, Budweiser, State Farm, Oreo, DoorDash, and Hellman’s Mayonnaise. Reportedly, 30-second advertisements could cost as much as $7 million.
A significant portion of the anticipated large crowd is attributable to the presence of Travis Kelce, a tight end for the Kansas City Chiefs and companion of the vocalist and songwriter Taylor Swift. Swift will arrive in Las Vegas via direct flight two days before the commencement of her concert in Japan.
Among the industry’s most renowned and notorious advertisements are those featuring sports personalities Shaq and Naomi Osaka endorsing FTX in 2022 and actor Matt Damon’s “Fortune Favors the Brave” advertisement for Crypto.com in October 2021.