Dive Brief:
- In its first Super Bowl campaign, sports betting platform FanDuel is turning a bet into a commercial, according to a press release.
- If Super Bowl champion and five-time NFL Pro Bowler Rob “Gronk” Gronkowski is able to complete a 25-yard field goal during a live third-quarter commercial break, every person who placed a bet on the Super Bowl through FanDuel Sportsbook will share a $10 million prize.
- As sports betting grows in popularity and legality, FanDuel looks to expand its audience. The activation not only seeks to spark interest in the commercial, but also spur people to place a bet on the Super Bowl and choose FanDuel over its competitors.
Dive Insight:
FanDuel is hoping to make a big splash with its first Super Bowl ad, putting up a $10 million prize pool in addition to forking over the cost of running the spot, with 30-second spots reportedly going for a record $7 million this year. The campaign, which includes the novelty of a live TV commercial during the third quarter of the big game, comes as the platform looks to establish itself during one of the year’s biggest days for sports betting.
Sports betting has grown in legality rapidly in recent years, with 32 states legalizing the practice after a 2018 Supreme Court case allowed states to legalize sports betting as they see fit. This has led to the proliferation of platforms such as FanDuel, which have seen a swell in popularity. In 2021, FanDuel, Caesars Entertainment and DraftKings entered a three-year agreement with the NFL, becoming the league's first-ever sportsbook partners. This agreement allows all three platforms to leverage NFL trademarks.
In addition to the bet, FanDuel is releasing three spots to build anticipation for the kick, the first of which, entitled “Agent,” launched today. “Training” is set to launch on Jan. 16 and “Media” on Jan. 30. The spots show Gronkowski learning he will be making the kick and training for the event with legendary placekicker Adam Vinatieri, who has won the most Super Bowls of any kicker. The campaign was made in collaboration with Wieden+Kennedy.
Gronkowski is no stranger to the Super Bowl, or Super Bowl ads. Groupon last year gave one winner and 15 of their friends the chance to “Party Like a Player” at Gronkowski’s Foxborough, Massachusetts, mansion during the big game. Previously, Gronkowski was part of marketing efforts by brands including Bud Light and Chipotle.
The 25-yard field goal, while no easy feat, is nowhere near the longest field goal ever made. That honor belongs to Justin Tucker of the Baltimore Ravens, who made a 66-year field goal in 2021, granting the team victory of the Detroit Lions. Twenty-five yards is also shorter than the average field goal attempt distance, which stands at 38.6 yards as of the 2021 season. However, the former Tampa Bay Buccaneers tight end is no stranger to outlandish stunts. He also holds the world record for the highest football pass caught. Gronkowski caught a pass made from 600 feet in a helicopter at his alma mater, The University of Arizona.
