Caesars readies NFL Super Bowl marketing arsenal
Sportsbook operator to air 30-second TV ad in primetime slot as well as expanding prop betting offers to target NFL bettors
Caesars Sportsbook will make its advertising debut at NFL Super Bowl LVI, airing a 30-second sports betting advert in one of the most watched sporting events on the planet.
The commercial, which will air during the second quarter of the showpiece match between the Los Angeles Rams and Cincinnati Bengals on February 13, features a star-studded line up of Caesars brand ambassadors.
The advert features comedian J.B. Smoove playing Julius Caesar; Oscar-winning Hollywood actress Halle Berry as Caesar’s lover, Cleopatra; as well as NFL legends Eli, Peyton, Archie and Cooper Manning playing themselves.
The 30-second TV spot is the brainchild of marketing agency Ten6 and production company Imperial Woodpecker and falls within the sportsbook operator’s wider ‘royalty’ based ad campaign.
A 30-second spot in this year’s Super Bowl on US TV network NBC could cost as much as $7m.
Caesars joins DraftKings as one of just two sportsbook operators targeting the flagship NFL event, which attracted just 96.4 million viewers in 2021, its lowest viewing figures since 2007.
In comments reported by Ad Age, Caesars chief marketing officer Sharon Otterman confirmed that no advertisement would be aired by the firm in the pregame environment.
“We have entertainment in our name, and we’re going to approach the Super Bowl like any major brand would,” Otterman added.
As part of this drive to attract Super Bowl bettors, the sportsbook operator has launched a new bumper prop betting menu.
Beginning with this years match, players will be able to bet on events including the result of the opening coin toss, Super Bowl LVI MVP, the first player to score a touchdown in the game, whether there will be a safety and many other specific Super Bowl markets.
Caesars Sportsbook has also added a new Super Bowl LVI Squares game, allowing fans a chance to bet in a traditional Squares format and win if they predict the last digit of both teams’ final score, including overtime.