Rapper Kendrick Lamar will be the protagonist of the Super Bowl Lix with his entertainment show, in a match for which Fox is selling its advertising spaces to 8 million dollars for 30 seconds.
In her sports facet, the Super Bowl will face the Kansas City Chiefs on February 9 and the Philadelphia Eagles in the Caesars Superdome of New Orleans (Louisiana).
But the impact of the Super Bowl, which is the most important sporting event in the United States and one of the largest in the world, lies mainly in its cultural and economic relevance.
Waiting for ‘Not Like Us’
The entertainment show or ‘Haltime Show’ has become a giant platform for guest artists and the expectation it generates is almost at the same level as the game itself.
Little is known 8 days after the great American football final about what Kendrick Lamar has prepared, although everyone expects the centerpiece to be Not like usa song turned into anthem that shoots with bullet against his once friend Drake.
It was possibly the success of ‘Not Like Us’-with more than 1,000 million views in Spotify-which made Jay-Z, through his company Roc Nation, which produces the show, chose the angel rapper to take over of Usher in the last edition or Rihanna two ago.
Drake filed a lawsuit against Universal Music Group – the seal of both artists – for putting their lives and reputation at risk by launching and promoting the song, which he says is a defamatory. But it is unlikely that this prevents Lamar from taking her to the ‘Haltime Show’.
“The rivalry with Drake has made it bigger; There is no one who can sit here and discuss that, ”Producer Antwan ‘Amadeus’ Thompson Mr.” but (the super bowl) told Forbes, she will catapult her career to another level, “he added.
Between 12 and 14 minutes
The entertainment show lasts between 12 and 14 minutes and is expected to also sing songs from his new GMX album as ‘Squabble Up’ and ‘TV off’ or classics like ‘Humble’ or ‘DNA’.
In addition, singer SZA will also perform at the ‘Halftime Show’ as a guest of Lamar, with whom she shares songs like ‘Luther’, ‘Gloria’ or ’30 for 30 ‘.
Some rumors – probably unfounded – suggest that Taylor Swift could surprise as the second guest of the angel rapper, because she will be in the stadium encouraging her boyfriend, Travis Kelce, of the Chiefs, and shares the theme ‘Bad Blood’ with Lamar.
Advertising spaces
With the proliferation of the ‘streaming’ platforms, there are less and fewer products that meet so many spectators before the screen as a ‘Super Bowl’: 123.7 million last year, or 115 the previous one.
Therefore, its advertising spaces are among the most sought -after market.
Fox, in charge of the retransmission, announced in November that he had already sold all those spaces, but some advertisers retired at the last minute, such as the State Pharm insurer, impacted by the fires in California.
That has allowed Fox to place the last spaces of 30 seconds a few days after the match at a record figure of 8 million among its customers on the waiting list.
“We are at a time when a live sporting event, where people and families meet to see it, is much more coveted. There is an escalation in prices and interest in the demand for live sports, but we have not reached its maximum point. We still have room for growth, ”said Mark Evans, executive vice president of Fox Sports advertising sales.
Brands such as Doritos, Pringles, Uber Eats, Google, Meta or Reese’s will compete for the attention of viewers with also millionaire productions.
The mayonnaise Hellmann’s
The mayonnaise Hellmann’s has gathered Meg Ryan and Billy Crystal to recreate the mythical movie scene ‘When Harry found Sally’ (1989) at the Katz’s Deli in New York in a commercial in which Sydney Sweeney also appears.
Bud Light has opted for the artist Post Malone, the comedian Shane Gillis and the ‘quartback’ retired Peyton Manning for his announcement that recreates a barbecue in a typical American suburb.
Doja Cat will appear in the announcement of Taco Bell, Antonio Banderas in one of Bosch, David Beckham in Stella Artois or Chris Hemsworth and Chris Pratt in the Meta.
Charli XCX and Martha Stewart share an Uber Eats commercial, which will broad Sabrina Ionescu and former Receptor Randy Moss.
