The Super Bowl may be the biggest event in American sports, but it’s not the most viewed in the world. That title goes to the men’s FIFA World Cup final, which attracts a staggering global audience. Despite this, American brands still shell out significantly more for ads during the Super Bowl than they do during the World Cup final, which only happens every four years.
With the next World Cup set for 2026 in the U.S., Canada, and Mexico, some wonder if soccer can ever rival the NFL’s advertising power. FIFA’s president, Gianni Infantino, remarked that the event will be like “104 Super Bowls being played in North America.” But will it generate the same excitement for advertisers?
In 2023, over 123 million people in the U.S. tuned in to the Super Bowl, making it the second most-watched program in U.S. history. In contrast, the 2022 World Cup final between Argentina and France had just over 16 million American viewers, although it attracted an impressive 1.5 billion globally.
Outside the U.S., the Super Bowl also draws a decent crowd; 62.5 million watched worldwide, with significant numbers coming from Mexico and Canada. However, the Super Bowl remains a dominant force in American viewership.
Advertising during the Super Bowl is a pricey game—think $7 million to $8 million for just 30 seconds. It’s the largest audience of the year, and commercials play a huge role in the Super Bowl experience. Advertisers go all out, crafting engaging ads that often become conversation starters long after the game is over.
This year, Fox is broadcasting, and the ad slots are already commanding high prices. They can sell around 60 commercials, and the competition for ad slots is fierce, especially during high-stakes moments in the game.
Super Bowl ads matter more than just sales; they’ve become a cultural event. Businesses often release commercials ahead of the game to create buzz. For instance, Anheuser-Busch’s Budweiser ad gained traction on YouTube even before airing. This excitement makes the Super Bowl unique in the advertising world.
In contrast, the World Cup final generates far less advertising revenue in the U.S. FIFA sells broadcast rights to many countries, and it’s up to local broadcasters to handle ad sales, making comparisons challenging. For the recent quarter-final match between England and France, UK’s ITV sold ads for around £400,000 for a 30-second slot, but that rarely matches what Super Bowl advertisers pay.
Fewer ad breaks also limit opportunities during soccer games. Dorfman notes that the continuous nature of soccer, with its two 45-minute halves, doesn’t lend itself to frequent commercial breaks like in American football. American sports marketing is highly effective, creating excitement around the Super Bowl that soccer events lack in the U.S.
Some suggest creative changes for soccer, like short breaks for ads, which could make matches more enticing for advertisers. Improvements in how soccer sponsorships are marketed could also boost revenues. UEFA’s Champions League does this successfully, guaranteeing exposure across multiple markets.
Looking ahead to the 2026 World Cup, the U.S. hosting may help boost interest, particularly if the American team progresses far in the tournament. But the challenge remains: Super Bowl numbers are consistently high, and soccer still struggles to match this level of audience engagement in the U.S. Thus, while the World Cup is a massive event, it still has a long way to go to rival the Super Bowl’s advertising allure.
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Men's World Cup, NFL, Premier League, Soccer, Sports Business
