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Why This Super Bowl Is Just The Opening Ceremony

For decades, the Super Bowl has been advertising’s most expensive — and most scrutinized — stage. But in 2026, the Big Game is also the opening ceremony for an unusually dense and high-profile sports year for U.S. fans, justifying extra-big spending as brand messages flow right into the Winter Olympics, the FIFA World Cup, and an expanding universe of streaming-led sports coverage.

That convergence is changing how brands approach Super Bowl advertising and how they are measuring their success. Instead of betting everything on a single in-game moment, marketers are stretching Super Bowl investments across weeks of pre-game drops, digital extensions, streaming buys and AI-powered personalization that extend well past the fourth quarter.

Why This Super Bowl Is Just The Opening Ceremony 02/06/2026

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