There will be at least two sportsbook commercials among the high-profile ads airing during the Super Bowl. Both are going to feature major celebrities, too.
Last year, DraftKings aired its Goddess of Fortune ad during the Super Bowl, but this year it plans to utilize spokesperson Kevin Hart for the spot. As part of the commercial, DraftKings gave out a free million-dollar bet to a customer.
FanDuel plans to reward its users with its 2023 Super Bowl ad as well. The sportsbook will use its ad to air a live attempt by former NFL star Rob Gronkowski attempting to kick a field goal. Customers who bet at least $5 on the Super Bowl will be eligible to win their share of $10 million if Gronk is successful.
A teaser for the event is already up online:
As Gronkowski noted in the commercial, he will work with retired kicker and former Indianapolis Colt Adam Vinatieri. Viniateri announced his retirement on former teammate and FanDuel spokesperson Pat McAfee’s podcast in 2021.
“Whether it’s kick-off, a touchdown or an important play that will decide a season, FanDuel knows moments matter. Our first-ever Super Bowl commercial will be more than just a television spot – it will create a moment that will bring fans together, and give them something to collectively cheer for,” said FanDuel Executive Vice President of Marketing Andrew Sneyd. “It’s an unprecedented field goal attempt on live TV…so anything can happen.”
Gronkowski signed a deal to be an exclusive brand partner with FanDuel in December.
In addition to the commercial and its run-up on social media, there will also be on-the-ground activations in Phoenix for the big game. There will be a replica of Gronkowski’s foot, “The Foot of Destiny” available for fans to pose with. There will also be an activation where fans can try their own “Kick of Destiny” on site.
“I spent my career catching the ball, but I always knew I could kick it and now I’ll do it live in front of football fans everywhere during the Super Bowl,” said Gronkowski. “With $10 million in free FanDuel bets on the line, I’m training every day to give fans something to root for and to watch the ‘”‘Kick of Destiny'”‘ live on national television.”
This year a 30-second Super Bowl ad is projected to cost advertisers roughly $7 million.