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A Guide to Super Bowl LIII Commericals

Have The Slots Gotten Too Expensive? Coca-Cola will not run an ad during the Super Bowl this year. Instead the iconic beverage company will show a commercial before the game starts. Ads during the big game on CBS this year will cost up to $5.3 million. Before kickoff, they are reportedly half of that. According to…

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A Guide to Super Bowl LIII Commericals

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Have The Slots Gotten Too Expensive?

Coca-Cola will not run an ad during the Super Bowl this year. Instead the iconic beverage company will show a commercial before the game starts. Ads during the big game on CBS this year will cost up to $5.3 million. Before kickoff, they are reportedly half of that. According to Coca-Cola, its commercial before the Super Bowl will focus on diversity. The ad will feature cartoon characters telling viewers that the drink is “for everyone.”

The Super Bowl Is Too Big For Controversy

Ad Acreage Holdings, a U.S. marijuana company, says CBS rejected its 30-second commercial. George Allen, president of Acreage Holdings, said the ad doesn’t focus on its products but shows how medical marijuana has helped people deal with pain. The company will publish a 60-second version of the ad on its website. Allen said his company was willing to spend up to $5 million on a spot during this year’s big game.

A Prime Example of Amazon Having Fun

You would be hard pressed to find a more successful company than Amazon but that doesn’t mean even they can’t poke fun at some ideas that haven’t worked. The commercial starts out with people discussing the Alexa microwave, which is a real product, before “pitching” ideas that wouldn’t get people excited for voice activated appliances.

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The Mariners dropped their ad agency, and most MLB clubs now produce the bulk of their video in-house

The Seattle Mariners produced all four of their 2026-season video shorts in-house after decades with agency Copacino Fujikado, Sports Business Journal reports. Most MLB clubs now handle the bulk of video production internally. Zoomph values the Dodgers' 2025 team social output at $101 million in paid-ad equivalent, a benchmark for avoided spend, not revenue collected.

  • 01Zoomph's $101 million figure for the Dodgers is the estimated cost of buying the same reach with paid ads, so the right comparison for an in-house studio is avoided media spend against staff and equipment, not agency fees alone.
  • 02The edge MLB creative teams describe is access to talent from the minor leagues up, which means the in-house model transfers well to organizations whose creative staff sit near the people they film and poorly to those that don't.
  • 03Clubs judge a short by what it turns into inside the ballpark: a giveaway, a theme night, a ticket special. A video that produces none of those is a one-off, however many views it collects.

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MLS is shopping an eight-figure presenting sponsorship ahead of 'MLS 3.0'

MLS is shopping an eight-figure presenting sponsorship ahead of 'MLS 3.0'

Major League Soccer has retained London-based Altius8 to explore selling a league-wide presenting sponsorship, Sportico reported on September 18. Early talks are in the eight figures, behind only the Apple and Adidas deals, and the league is not renaming itself. It is timed to next summer's new calendar, playoffs and commissioner.

  • 01An eight-figure presenting deal would slot in as MLS's third-largest commercial contract, behind Apple's $2.5 billion media agreement and Adidas's $830 million extension through 2030, giving brand partnership teams a rare public price band for a U.S. league-level asset.
  • 02MLS is deliberately splitting the European model: it wants the presenting-sponsor revenue LaLiga, Ligue 1 and Serie A collect, without putting a brand name in front of the league the way the Premier League did with Barclays until 2016.
  • 03The asset list is not fixed. Chief revenue officer Carter Ladd says there is no predefined package, so what a bidder gets, and whether the league-wide jersey patch is on the table, is being decided now.

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Versant's US$530m Full Swing buy in a busy summer of sports tech deals

Versant's US$530m Full Swing buy in a busy summer of sports tech deals

SportsPro reported on July 7 that Versant bought golf simulator company Full Swing for US$530m to build out a digital golf business. SI acquired Magnifi and GSE Worldwide partnered with Extraordinary AI in August. For clubs, venues and rights holders, the summer shows where sports organizations are spending on AI, event measurement and pricing tools, and where the vendors they buy from are changing hands, which changes how contracts and roadmaps should be evaluated.

  • 01Venue network upgrades at the Chicago Bears and Miami HEAT, reported by BizTech Magazine, are the infrastructure layer every fan-facing AI tool depends on; the two budgets belong in the same conversation.

Sep 17, 2026

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