Many in the US consider the Super Bowl the event of the year. For online store owners and marketers, it provides a unique opportunity to reach a large and engaged audience.
You don’t need to be one of the major brands to profit from Super Bowl-related advertising and merch. Small and mid-sized businesses can also benefit from the buzz created by this cultural phenomenon.
From social media campaigns to in-store promotions and trend research, we’ll provide a practical Super Bowl marketing strategy to capitalize on the excitement surrounding the Big Game.
How are stores capitalizing on Super Bowl promotions?
Print-on-demand (POD) merchants can take advantage of the Super Bowl by creating and selling products related to the event.
Once you’ve created the designs, use Printify to customize products and sell the merch on channels like Shopify, Printify Pop-Up Store, TikTok Shop, or marketplaces like Etsy, eBay, and Amazon. Consider selling on multiple platforms to reach a wider audience.
Explore Etsy marketing, learn how to promote listings with eBay ads, and discover more marketing tips on our blog.
Starting your Super Bowl advertising as soon as possible is vital to allow enough time to generate sales before this year’s game.
It’s also important to consider targeting various audiences and niches, including fans of diverse topics, customers from different demographics, and people interested in other Super Bowl-related themes.
It’s not just about football. This year’s game is a prime opportunity to engage hip-hop fans as Kendrick Lamar, one of the most influential artists of our time, headlines the Super Bowl LIX halftime show.
Americans spent around $17.3 billion on last year’s Big Game, so there are plenty of opportunities to capitalize on.
Adding limited-time promotions or discounts is one of the best marketing strategies for increasing consumer spending and attracting new customers.
Super Bowl marketing campaigns: Ideas and tips
Let’s explore some of the most effective Super Bowl marketing ideas and tips for promoting your business during Game Day and the weeks leading up to it.
Whether you’re new to eCommerce, aiming to drive traffic, or an experienced merchant looking to build brand awareness, these tips and tricks will help you make the most of the Super Bowl.
Research what’s trending
Staying up-to-date with current events, pop culture, and trends should be a top priority on your Super Bowl 2025 marketing ideas list.
Check who will be the halftime show headliner and which advertisers will feature in the Super Bowl ads to connect with potential buyers on an emotional level.
Also, reflect on the best moments from the past year and beyond, especially when posting on social media. What else should you pay attention to?
- Super Bowl commercial insights. For example, the unforgettable ad from Super Bowl LVII with Meghan Trainor’s hand stuck in a Pringles can. These commercials give you insight into what brands focus on and what appeals to viewers.
- The pulse of Super Bowl viewers. Take a look back at the infamous first commercial aired during the 1960 game. What worked? What didn’t?
- Trending moments from previous games. The Super Bowl represents more than just football; it’s a cultural event. Look back on memorable moments, especially those from the second quarter or halftime shows of games like Super Bowl LV with The Weeknd’s amazing performance or LVI’s legendary hip-hop legend parade. These moments are gold for creating content that connects with fans.
Finally, consider where people will watch the Big Game and the Super Bowl ads. While most viewers watch the game on TV, the experience can be diverse as streaming platforms gain terrain in TV viewership.
Be careful with copyright limitations
The National Football League (NFL) holds trademarks on around a hundred terms and phrases, including “Super Sunday,” “Sunday Night Football,” “Back to Football,” and “1st and Goal.”
Not only that, they are very protective and serious about everything NFL-related, so steer clear of using:
- Logos: Includes the NFL shield, Super Bowl, Pro Bowl, and team-specific logos.
- Team names: Full names, nicknames, player names, and abbreviations of NFL teams.
- Team colors: Any combination of colors associated with specific NFL teams when used in a suggestive context.
- Symbols and emblems: Includes mascots, team-specific designs, or any recognizable graphics tied to NFL branding.
- Helmet and uniform designs: Replicating or mimicking designs of team uniforms or helmets is prohibited.
- Words and phrases: Terms like “Super Bowl,” “Pro Bowl,” and other trademarked phrases explicitly listed by the NFL.
Using the term “Super Bowl” or any of the NFL’s copyrighted materials in advertising, product titles and descriptions, or Super Bowl social media campaigns without permission is strictly prohibited and can result in legal action.
Instead, opt for safe alternatives like “Game Day,” “The Big Game,” or “Championship Sunday.” For designs, focus on football-related themes like simple football graphics, stadiums, goalposts, or generic player silhouettes. Always choose neutral imagery and avoid anything directly tied to NFL teams or events.
Placing disclaimers like “This is not an official sponsor” after trademarked terms in an ad will not suffice to avoid receiving cease-and-desist letters. The NFL also objects to mere references to the event like “Get ready for the Super Bowl®.”
If brands want to use the term “Super Bowl”, they’ll need to obtain a license from the NFL. This license allows using the term “Super Bowl” and other NFL intellectual property for a specific period and marketing purposes. However, please note that the NFL license is not available to hobbyists and small businesses, and the requirements are demanding:
- Verification of at least three years of business experience.
- Confirmation of your status as the product’s manufacturer.
- A royalty guarantee provided in advance, amounting to $100,000.
- Comprehensive commercial insurance coverage of $6 million with additional liability coverage of $12 million.
- Submission of a detailed application accompanied by annual financial reports, credit references, and product catalogs.
Engage with people on social media
Use social media platforms like Facebook, Instagram, X (Twitter), TikTok, YouTube, and other channels to promote deals and products related to the Big Game and polish your brand image. This can include creating social media ads and interacting with customers through comments and direct messages.
Engaging with people on social media when promoting Super Bowl-related products is a powerful tool for a few reasons:
- It allows for direct communication and feedback with potential and returning customers. The data from these interactions helps improve the product and marketing strategies.
- It helps you understand the target audience better and tailor the messaging and brand promotion.
- You can drive engagement with user-generated content by encouraging followers to share their game-day photos, videos, or reactions.
- It transforms your brand from a passive advertiser into a part of the conversation.
- You can createemotional resonance with storytelling that aligns with the spirit of the big event.
Create interactive posts like polls, games, or quizzes that let users actively engage with the content. Why? To build buzz and excitement, promote products and services related to the Super Bowl, and attract more consumers to your brand.
Host a Super Bowl-themed social media contest to increase engagement and encourage followers to connect with your brand through fun giveaways and challenges.
Most consumers love freebies from their favorite brands, and giveaways are a cost-effective way to let your desired audience know about your creations.
Create effective Super Bowl ads
While Coca-Cola, Bud Light, and other brands often dominate with expensive Super Bowl commercial masterpieces, smaller businesses can still create a lasting impression with strategic advertising and savvy marketing tactics. Here’s how to capitalize on the excitement and build brand loyalty:
- Social blitz. Facebook, Instagram, and YouTube offer targeted ad options to put your message right in front of football fans. Create short, engaging video ads or eye-catching image carousels that capture consumers’ attention and drive action.
- Targeted display ads. Connect with sports enthusiasts, entertainment lovers, and foodies through display ads on the Google Display Network. Retargeting ads are also a great way to re-engage viewers who’ve previously visited your site.
- In-stream video ads. Brands can capture viewers’ attention before or during their favorite Super Bowl-related content with in-stream video ads on YouTube. Keep your message concise and memorable to make a lasting impact.
- Creative keywords. While you can’t legally use “Super Bowl” in your ad copy, get creative with related terms like “Big Game,” “football championship,” or “game day” to expand your campaign’s reach.
- Location-based targeting. Use geo-targeting to reach fans in areas with high Super Bowl viewership or where specific teams have a strong following. Tap into local pride and create a sense of urgency with limited-time offers or exclusive deals.
Work on your brand image
This is a prime opportunity to build brand awareness and connect with a massive, engaged audience:
- Embrace the football spirit. Align your brand with the excitement and energy of the game. Incorporate football themes, game-day food references, or even playful nods to those iconic Super Bowl commercials to create an emotional connection with potential shoppers.
- Limited edition buzz. Create a sense of exclusivity and urgency with limited-edition products or designs inspired by the Super Bowl. Think special edition jerseys, themed socks, or commemorative merchandise.
- Engagement on socials. Join the Super Bowl conversation on social channels. Share live updates, polls, and behind-the-scenes content. Use relevant hashtags to reach a wider audience and show off your brand’s personality.
- Authenticity wins. Share your brand story, highlight your values, and show your customers why they should choose you.
- Team up with influencers. Partner with influencers or local sports figures to extend your reach and build brand recognition and credibility. Their endorsement can introduce your brand to a new audience and add a touch of star power to your campaigns.
Combine your authentic voice with the energy and excitement of the event to create a memorable brand experience that resonates with fans long after the final whistle blows.
Use omnichannel marketing
Cross-promote your products on different channels to reach as many potential customers as possible. Many viewers watch the game on multiple screens.
Companies can profit with an omnichannel marketing strategy by using different channels to reach and engage consumers, increase visibility, and drive sales before and during the event:
- Email marketing. Send promotional emails in the weeks leading to the Super Bowl, highlighting deals and discounts on products related to the event.
- Influencer marketing. Partner with sports or entertainment influencers to promote products – celebrity endorsements can work wonders.
- Retargeting ads. Show ads of your products to customers who have already visited your website but left without purchasing.
- SMS marketing. Use apps like EZ Texting, TextMagic, Salesmsg, SimpleTexting, or Twilio to send text messages to customers with deals, discounts, and promotions related to football.
Optimize content for mobile devices
In 2024, around 187.5 million people are using smartphones to shop.
Use your website builder and social network resources to format ads and content for mobile devices. Choose responsive templates that adjust the website layout to fit the device’s screen.
Pay attention to the technicalities – reduce image sizes for quick loading without losing quality, and use a single-column layout for pages. Use concise but informative descriptions and titles, and add keywords wisely.
Finally, use any technological advancement that could give you an edge while making the customers’ navigation easier. Create a QR code or use an app generator on Wix or WooCommerce.
Post at the right time
Post on social media immediately before or during each NFL game, especially when the most promising teams are expected to play. These moments have maximum engagement and viewership, as people will discuss the games and Super Bowl commercials.
Track the metrics during every game and see when your audience is most active, then adjust accordingly.
The same stands regarding the best time to post on Super Bowl Sunday – post during and before the game, noting the best ads and the halftime show.
Include everyone
In 2024, the event had over 115 million viewers, and three-quarters said their favorite part was the Super Bowl ad variety, with the brands competing in creativity and wit.
Marketers and brands should aim for a broader target audience than football fans. Consumer spending surrounding the Super Bowl can take many forms, and the Big Game represents different things for different people.
Develop your own marketing strategy, adapting the message for your niche, whether it’s more related to a celeb superstar or actual sports.
Use a bit of humor in your advertising
Of course, this will depend on your branding strategy and target audience, but try to make viewers laugh with your Super Bowl ad.
Many brands display a lighthearted side during their Super Bowl commercials, often through humorous ads, to entertain viewers and consumers. Audiences expect marketers to create funny campaigns during the Big Game – capitalize on that.
Score with your customers during this Super Bowl
You don’t need to be one of the big companies to profit from Super Bowl-related advertising and merch. Small businesses can also benefit from the buzz created by this year’s Big Game.
Focus on the Super Bowl ads worth attention, increase your engagement on X (Twitter), YouTube, Facebook, and other channels, and score with the most-watched TV event in North America.
Most advertisers rely on Super Bowl digital marketing as they can’t get their commercials aired in the most sought-after TV slot. So follow their lead to get your amazing products in front of your audience – sports fans and beyond.
Count on Printify to assist you on your eCommerce journey. Sign up, create products inspired by your favorite Super Bowl ad, and start selling now.
