PR and Marketing Lessons From the Super Bowl
The International Olympic Committee has long maintained that politics has no place in sports. History suggests otherwise. From ancient Greece and Rome to the modern era, sports have repeatedly intersected with politics, culture, and power.
Since the founding of the modern Olympic Games in 1896, there have been numerous moments when sports became political flashpoints. In recent decades, examples have included public criticism of professional athletes’ protests during the national anthem, debates over where major sporting events should be held, and historical instances in which global sporting events were used to project national image.
This essay, however, is less about politics in sports and more about what PR professionals and marketers can learn from the Super Bowl, an advertising driven television event occasionally interrupted by football.
Controversy Still Drives Attention
Leading into last year’s game, debate surrounding the halftime show and broader cultural issues became part of the Super Bowl conversation. Public comments by political figures, media commentators, and advocacy groups added fuel to the discussion, drawing attention well beyond traditional sports coverage.
From a communications standpoint, the takeaway is familiar. Controversy often amplifies awareness. Disputes over creative choices can introduce artists, brands, or messages to audiences that might not otherwise have paid attention. Whether intentional or not, backlash can expand reach.
For PR practitioners, the lesson is not to seek controversy, but to recognize that you cannot satisfy every audience, particularly when public discourse is polarized. If an organization believes its decision is sound, wavering in response to loud criticism can do more harm than standing firm.
Gambling Has Changed the Media Narrative
Another major shift surrounding the Super Bowl is the rise of legalized sports betting and its impact on coverage. Pre game and post game reporting has increasingly centered on odds, wagers, and prop bets, often replacing deeper reporting about teams, players, or the league itself.
From a media relations perspective, this has crowded out other narratives, particularly those sponsors once hoped would gain earned coverage during Super Bowl week. Betting content now fills the daily news cycle, leaving little room for brand storytelling beyond paid placements.
The broader implication for communicators is clear. When an industry changes its economic incentives, media behavior changes with it. Understanding those incentives is essential when setting expectations for coverage.
Serious Issues Compete for Attention
Issues such as player safety, concussions, and long term health risks associated with football continue to surface in investigative reporting throughout the year. Studies from academic and medical institutions, along with coverage by major news organizations, have raised ongoing questions about the sport’s physical toll.
While the NFL has promoted rule changes and safety initiatives, skepticism remains among some researchers and journalists. For communicators, this underscores an uncomfortable truth. Sustained scrutiny cannot be managed with template responses. When issues persist over time, credibility depends on transparency, not repetition.
Advertising, the Myth Versus the Math
The Super Bowl remains the most expensive advertising platform on television, with 30 second spots costing several million dollars before production and talent fees. Brands and agencies often praise the experience publicly, even when privately questioning return on investment.
Independent marketing analysts have repeatedly noted that a Super Bowl ad works best when it is part of a broader, sustained campaign. Without follow through, the impact may last only hours or days. Awareness spikes, then fades.
For many brands, there may be more effective and more measurable ways to deploy those budgets, including extended thought leadership, integrated media strategies, or targeted pre and post game placements that reach more engaged audiences.
What PR and Marketing Leaders Should Take Away
There are several lessons communicators should keep in mind.
Spending the bulk of a marketing budget on a single, short lived event is increasingly risky.
Even the most powerful brands and leagues cannot prevent negative or critical coverage.
Audience size does not equal audience attention, especially during commercial breaks.
Cultural moments are manufactured through sustained storytelling, not one time spectacles.
Final Thought
Cynics may dismiss the Super Bowl as just another game wrapped in excess, but there is no denying the brilliance of its promotion. Turning one sporting event into a global cultural moment remains one of the most successful public relations achievements in modern communications.
And that may be the most valuable lesson of all.
Editor’s Note: The views expressed in this op-ed are those of the author and do not necessarily reflect the views of CommPRO or its editorial staff.
