Super Bowl 2025: what it means for ecommerce brands & how to capitalise on it
The Super Bowl is more than just a championship game, it’s one of the most significant moments for marketing and consumer spending. With millions of viewers tuning in, brands of all sizes look for ways to engage their audience through Super Bowl marketing campaigns.
This year’s Super Bowl is just around the corner, kicking off this Sunday, February 9th, at 6:30pm (ET) / 11:30pm (GMT), which means there’s still time to learn how your brand can capitalise on the excitement with smart, strategic marketing.
But how can ecommerce brands make the most of Super Bowl Sunday while navigating the NFL’s strict trademark rules?
Here’s everything you need to know about Super Bowl campaigns, from audience insights to actionable marketing tactics.
Why the Super Bowl matters for ecommerce
The Super Bowl isn’t just a game, it’s a cultural phenomenon, especially in North America. Each year, millions of consumers engage with brands through Super Bowl commercials, social media and game-day promotions. Whether people are buying snacks for their watch party or engaging with viral marketing campaigns, consumer spending spikes around this event.
For ecommerce brands, Super Bowl marketing provides a golden opportunity to boost sales, drive brand awareness, and engage with a highly active audience.
This year’s Super Bowl is just around the corner, as it’s happening this sunday, february 9th, at 6:30pm (ET) / 11:30pm (GMT). This means there’s still time to learn
Super Bowl audience demographics & trends
Before you set up your Super Bowl marketing campaigns, understanding who you’re targeting can make all the difference. Let’s break down the data.
Who watches the Super Bowl?
👉 Super Bowl LVIII (2024) drew in more than half of Americans, with the 30-44 and 45-64 age groups being the most likely to watch. (Source: Statista)
👉 Coincidentally, these demographics hold the highest consumer spending power. Gen Xers (1965-1980) account for 23.5% of global spending, followed closely by millennials (1981-1996).
👉 While the majority of Super Bowl viewers are men (54%), Taylor Swift’s relationship with Kansas City Chiefs tight end Travis Kelce contributed to a spike in female viewership, especially among Gen Z and millennial women.
How much do consumers spend on the Super Bowl?
In 2024, an estimated $17.3 billion USD was spent in the US economy for Super Bowl LVIII, with the average American spending $86.04 USD on:
Food & drinks
Apparel & accessories
Home entertainment (TVs, furniture, and décor)
How do people watch the Super Bowl?
👉 The Super Bowl airs in more than 195 countries and territories across 100+ partner networks and streaming services, attracting a global audience of over 62 million viewers outside the US.
👉 Streaming the Super Bowl via Connected TV (CTV) has grown by 50% in recent years, making digital advertising a key channel for brands.
👉 49% of viewers use multiple screens while watching, with 69% searching for products or services they saw in Super Bowl ads on their mobile devices. (Source: Nielsen, 2022)
What does this mean for ecommerce brands?
Super Bowl Sunday is one of the biggest shopping days of the year.
Viewers are actively engaging with brands before, during, and after the game.
The right Super Bowl marketing campaigns can drive significant sales and brand awareness. But to do so effectively, it’s essential to navigate the NFL’s trademark restrictions carefully.
Avoiding legal pitfalls: what you can and can’t say in your Super Bowl marketing campaign
The NFL is highly protective of its branding, and using trademarked terms like “Super Bowl” in advertisements, product descriptions, or promotional materials without permission can result in legal action. The league holds trademarks on over 100 terms and phrases, including:
🚫 “Super Bowl”
🚫 “Super Sunday”
🚫 “Sunday Night Football”
🚫 “1st and Goal”
🚫 NFL team names, logos, colours, and mascots
How to stay safe while running Super Bowl campaigns
Instead of using restricted terms, opt for legally safe alternatives like:
✅ “The Big Game”
✅ “Game Day”
✅ “Championship Sunday”
✅ “The Season Finale”
For visuals, avoid using NFL logos, team colours, or player images. Instead, use generic football themes like stadiums, goalposts, footballs, and neutral team colours.
Super Bowl marketing strategies for ecommerce brands
Now that you know how to stay compliant, here are the best Super Bowl marketing strategies to drive sales and engagement.
1. Game day discounts & limited-time offers
Offer flash sales or exclusive discounts leading up to Super Bowl Sunday to encourage impulse purchases.
Use urgency-driven messaging like “Game Day Sale – Ends at Kickoff!”
2. Create Super Bowl-themed bundles
Package products together in a way that aligns with Game Day festivities. Think party snack bundles, fan apparel collections, or home entertainment deals.
Label them with creative names like “Game Day Essentials” or “The Ultimate Watch Party Kit.”
3. Engage with Super Bowl social media trends
Leverage real-time engagement by posting on social media during the game.
With Kendrick Lamar headlining the halftime show, use relevant hashtags and trending topics to boost visibility.
Run interactive content like polls, live tweets, or reaction videos to Super Bowl commercials.
4. Partner with influencers for Game Day content
Work with sports influencers, lifestyle bloggers, or entertainment pages to promote products tied to The Big Game.
Have them share “Game Day must-haves” featuring your brand.
5. Post-Super Bowl follow-up: keep the momentum going
Send out thank-you emails or post-game offers to customers who engaged with your Super Bowl marketing.
Use Super Bowl Monday to recap the best Super Bowl commercials, game highlights, or cultural moments and tie them into your brand.
Final thoughts: seizing the Super Bowl opportunity
The Super Bowl is one of the biggest marketing opportunities of the year, and ecommerce brands that plan ahead can capitalise on the hype. Whether through Super Bowl campaigns, influencer collaborations, or time-sensitive discounts, now is the time to engage your audience and drive sales.
Just remember: stay within legal boundaries, use creative phrasing, and focus on the excitement of Game Day rather than the NFL itself 🏈