This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

5 NFL Sponsors Being Upstaged at the Super Bowl

PORTLAND, Ore. ( TheStreet) -- Just because a company shelled out billions to become a National Football League sponsor doesn't mean it won't take a beating from rivals the day of the Super Bowl.

The NFL has an official soup sponsor, a tire sponsor, a hot cereal sponsor and even a grooming products sponsor. What it doesn't have is sponsor exclusivity for Super Bowl ads, which allows 2013 Super Bowl broadcaster CBS (CBS) to let any advertiser in on the game that it wants and open the door for non-sponsor "ambush" advertisers.

It also puts a whole lot of pressure on the NFL's official sponsors to shell out even more cash to maintain their association with the league. According to Kantar Media, the Super Bowl has generated $1.9 billion in ad sales since 2003. Total ad spending climbed from $130.1 million a decade ago to $262.5 million just last year. The cost for a 30-second ad also skyrocketed to $3.5 million from $2.2 million during that span.

Anheuser-Busch InBev (BUD) paid the NFL $1 billion a couple years ago to wrest the league's official beer sponsorship from MolsonCoors (TAP). It's also spent $248.6 million during the past decade to not only air ads for Budweiser and other brands during the Super Bowl, but to buy exclusivity deals from CBS, NBC (CMCSA), Fox (NWS) and ABC (DIS) that prevent all other beer companies from buying big-game airtime.

If it seems a bit paranoid on A-B's part, it's just an indication of how high the stakes have become. While the amount of Super Bowl commercial time has increased from 40 minutes and 35 seconds in 2003 to 47 minutes and 25 seconds last year, the number of commercials aired has fallen from 83 to 78 during that same period. With commercials of a minute or more making up 19% of all ad purchases last year, there's far too much cash on the table for a company to risk losing its Super Bowl advantage.

Despite their best efforts, however, NFL sponsors are seeing their rivals steal their game day spotlight. Here are just five examples of companies who can't get a moment's peace on Super Bowl Sunday:

1 of 6

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 16,399.67 +19.26 0.12%
S&P 500 1,904.01 +17.25 0.91%
NASDAQ 4,316.0740 +57.6360 1.35%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs