Beer brand shakeup, new partnerships highlight Super Bowl LVII commercials

Sports Marketing Playbook

By Douglas N. Masters and Seth A. Rose

Douglas N. Masters is a partner at Loeb & Loeb LLP, where he litigates and counsels clients primarily in intellectual property, advertising and unfair competition. He is co-chair of the firm’s intellectual property protection group and he can be reached at dmasters@loeb.com. Seth A. Rose is a partner at the firm, where he counsels clients on programs and initiatives in advertising, marketing, promotions, media, sponsorships, entertainment, branded and integrated marketing, and social media. He can be reached at srose@loeb.com.

Posted February 28, 2023 10:57 AM

This year’s Super Bowl had everything that’s necessary to keep football fans watching — a see-sawing score, a quarterback playing on an injured ankle and a controversial holding call in the game’s final minutes.The Kansas City Chiefs’ 38-35 win over the Philadelphia Eagles in Super Bowl LVII drew 113 million viewers to the telecast on Fox, the third most-watched Super Bowl, according to Variety. After several years of COVID-19 pandemic precautions that initially limited the number of fans in the stands and later imposed …

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As NFL protects lucrative Super Bowl IP, some businesses retort

By now, everyone knows that brands pay big bucks to air commercials during the Super Bowl. This year, advertisers shelled out roughly $7 million for a 30-second spot, for an estimated total of $650 million, according to estimates by the Sports Business Journal.
By Douglas N. Masters and Seth A. Rose