Post Event Analysis: Super Bowl LIX

Post Event Analysis: Super Bowl LIX

Summary

An analysis of the recent Super Bowl LIX, including a look at its sponsorship portfolio, broadcasters, ticketing, attendance and prize money.

65 broadcast deals were secured for the media rights to air Super Bowl LIX globally.

Fox has in place a $2.25 billion media rights agreement with the NFL covering the ongoing 11-year domestic TV cycle, which includes rights to the Super Bowl in 2025, 2029 and 2033. The current Super Bowl television rotation schedule permits ABC to broadcast the game in 2027 and 2031, while NBC will air the Super Bowl in 2026, 2030, and 2034. Additionally, CBS is contracted to showcase the event in 2028 and 2032. Fox’s broadcast of Super Bowl LIX averaged a record 127.7 million US viewers across television and streaming platforms. Sky Sports and ITV continued to have media rights to broadcast the Super Bowl across the United Kingdom.

The NFL established 46 distinct partnerships across the 2024/25 season, allowing these companies to associate their brand with Super Bowl LIX.

The average price of an NFL sponsorship, which as part of the central agreement covering the NFL itself, the regular season, the postseason, Pro Bowl Games and the Super Bowl, was $42 million. The National Football League has 11 sponsors who are paying at least $50 million per year according to GlobalData, including partnerships with EA Sports, Anheuser-Busch InBev and Nike. In the lead-up to Super Bowl LIX, Quaker State entered into a new agreement with the NFL, confirmed for the remainder of the 2024 season. The deal, which covers Mexico only is valued at $0.6 million.

The NFL provides players with several post-season bonus opportunities, allowing them to earn a maximum bonus of $357,000.

Philadelphia Eagles players each received $171,000 for their victory over the Kansas City Chiefs. The Kansas City players for their efforts took home $96,000. The prize money for this year's Super Bowl experienced a modest uptick from the previous year. The winning team enjoyed a 4.2% increase, while the runners-up received a 7.2% rise.

A detailed overview of the key facts and events which took place across the competion. The report identifies the major media and sponsorship players in the market, pinpoints the ticket prices on offer.

Scope

• This report provides an overview of the event including its sponsorship portfolio, broadcasters and prize money. An analysis of the events sponsors is included and the estimated annual values of these deals. Information regarding the event’s attendance is also included.

• For those wanting an in-depth analysis of how Super Bowl LIX performed, in the sense of both business and popularity.