From the Sidelines to Center Stage and Winning Super Bowl 60
There is no moment in American culture quite like the Super Bowl. With over 100 million viewers, thousands of journalists, and nearly every corner of entertainment, fashion, tech, and sports converging on one event, the Super Bowl remains an unmatched stage for brand storytelling.
But in 2026, breaking through takes more than budget. It takes relevance. It takes access. And it takes a communication strategy that plays across the full cultural field — not just the 30 spot.
Whether you're an official sponsor or simply looking to ride the wave, here are four ways PR leaders can help brands earn their place on the biggest stage in media.
1. Relevance Isn’t Automatic — It Has to Be Earned and Sustained
The latest MWW Fan Connection Pulse shows that emotional connection and cultural relevance are declining in key Super Bowl-adjacent categories, such as CPG. Meanwhile, categories like Financial Services and Footwear gained traction — signaling a shift in how fans assign relevance.
The Super Bowl is still a mass cultural stage, but it’s no longer reserved for traditional “sports brands.” Whether B2B or B2C, brands that show up with authentic purpose and a fan-first message can earn a seat at the table.
2. You Don’t Need a 30 Spot to Own the Super Bowl
Being part of the Super Bowl conversation doesn’t require an official sponsorship or a $7 million media buy. Of 25 clients we are activating onsite in the Bay Area, 16 are unofficial sponsors. With more than 5,000 journalists, creators, and media outlets on the ground — spanning sports, food, music, tech, fashion, and pop culture, the Super Bowl is a cultural crossroads, not just a football game.
PR teams that understand this dynamic can find powerful ways to insert brands into the narrative. Whether it’s through events, partnerships, content drops, or expert commentary, there are countless earned opportunities for brands to show up meaningfully.
3. The Runway Matters as Much as Game Day
The “surprise” factor of Super Bowl ads has eroded — most of the significant creative leaks, teasers, and reactions happen well before kickoff. Today’s PR strategy must dominate the entire conversation arc of the post-season and Super Bowl week.
Bye Week Opportunity: With no game action but plenty of media hunger, the bye week presents a niche yet decisive moment to control narratives and drive discussion.
Super Bowl Week Peaks: Early in Super Bowl week, particularly Tuesday and Wednesday, journalists, podcasters, and broadcasters are most open to stories and interviews. By Thursday and Friday, the space becomes fiercely competitive.
Successful PR plans use this entire runway, from early buzz-building exclusives to strategic mid-week releases, turning pre-game chatter into owned momentum that lifts owned, earned, and shared channels.
4. Build a Broader Bench of Brand Voices
For brands looking to make an impact, diversifying your spokesperson lineup is key.
Yes, NFL stars can be powerful ambassadors — but access is everything. Consider securing exclusive rights to a relevant player early in the week. Beyond the field, think former Super Bowl icons, regional legends, team-connected celebrity personalities, and influencers with authentic ties to the game or its culture.
Don’t overlook your own C-suite either. When CEOs and CMOs can speak credibly about sports, culture, or brand purpose in this moment, it reinforces leadership and relevance. And remember — in today’s landscape, influencers will often choose access over cash. The smartest brands will offer platforms, experiences, and storytelling power that make people want to carry their message.
The Super Bowl may last only four hours, but its cultural relevance lasts far longer. In 2026, the win won’t go to the loudest or the biggest spender — it will go to the brand that earns its place in the moment and in the conversation.
