Sunday’s Big Game is traditionally a playground for consumer brands, with everything from big celebrities to louder-than-life stunts. But beneath all the flash, something more interesting took shape this year: B2B and enterprise brands claiming space on football’s biggest stage.
While B2B companies still make up a small overall percentage of the big game ad spots, their presence is growing, driven largely by AI, tech, and platform companies targeting a broad, mainstream audience. These brands aren’t trying to explain complex products in 30 seconds. Instead, the most successful campaigns leaned into emotion, storytelling, and cultural relevance, proving that even enterprise solutions can resonate at a human level.
This year’s big game reinforced a key truth: When B2B brands show up like entertainers instead of educators, they earn attention, curiosity, and long-term brand lift.
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For decades, this upcoming Football Sunday has been advertising’s most consumer-centric moment, with beer brands, snack companies, automakers, and entertainment franchises debuting big-budget, celebrity-driven ads built for mass appeal.