Inside The Super Bowl Of Marketing

Forget $7 million for a 30-second commercial. Here’s why brands at the big game in Las Vegas are spending millions that fans will never see.

For the past month, a 30-story-high Doritos chip has towered over the Las Vegas Strip, covering the face of the Luxor Hotel. Other brands are similarly plastering their names and logos all over the city, on the exterior of the Sphere and on events like Super Bowl Opening Night Fueled by Gatorade, the Super Bowl Experience Presented by Toyota and the Apple Music Super Bowl Halftime Show.

Meanwhile, Mattel has released a Super Bowl-themed Barbie, and a long list of companies are running extravagant promotions and giveaways, including Marriott Courtyard’s Super Bowl Sleepover, which will give fans an opportunity to stay the night in a suite at Allegiant Stadium. Then there’s Sunday’s game, which of course will feature a firehose of TV commercials that sold for a reported $7 million per 30-second slot (without even taking into account their production budgets).

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