Millions of American football fans tuning in to watch the Kansas City Chiefs face the San Francisco 49ers in Super Bowl VIII on February 11 may not be treated to many advertisements featuring cryptocurrency exchanges. According to a report by CNN on February 2, numerous companies securing prime ad spots for the 2024 game have no connection to fintech. Paul Hardart, a clinical professor of marketing at New York University's Stern School of Business, suggested that the theme for Super Bowl 58 ads might revolve around "fun, humor, and entertainment," with a noticeable absence of cryptocurrency companies.
In the previous year's Super Bowl LVI, cryptocurrency companies like FTX, eToro, Crypto.com, and Coinbase debuted ad spots. However, the aftermath was marred by controversy, particularly with FTX's collapse and subsequent lawsuits from investors. Comedian Larry David, who appeared in a humorous FTX commercial, openly called himself an "idiot" for doing so. In contrast, Super Bowl LLVII in 2023 witnessed a lack of ads mentioning digital assets, following the bankruptcy filings of several cryptocurrency companies and a key downtown market.
Expected to feature in the 2024 Super Bowl ads are brands such as BMW, Budweiser, State Farm, Oreo, DoorDash, and Hellman’s Mayonnaise. The reported cost for a 30-second ad spot during the game is up to $7 million. The game is anticipated to draw a substantial audience, partly attributed to the presence of singer-songwriter Taylor Swift, whose partner, Travis Kelce, plays tight end for the Chiefs. Swift is set to fly directly from Japan to Las Vegas for a concert scheduled just a day before the Super Bowl.
Notable cryptocurrency ads have become part of the Super Bowl tradition, including actor Matt Damon's "Fortune Favors the Brave" ad for Crypto.com in October 2021, and sports stars Shaq and Naomi Osaka featured in a 2022 advertisement promoting FTX. However, the current trend suggests a shift away from cryptocurrency-focused ads in this year's Super Bowl.
