The Super Bowl has evolved into one of the world’s most anticipated sporting events, with over 100 million viewers tuning in annually for the NFL’s championship game.
Since its inception in 1967, the Super Bowl has marked the culmination of the National Football League (NFL) season and was originally conceived to determine the champion between the NFL and the American Football League (AFL) prior to their merger.
Over time, the Super Bowl has grown into much more than a football game—it’s become a global cultural phenomenon, captivating audiences far beyond the realm of sports.
In addition to crowning the ‘world champion’, the event showcases the athleticism and skill of the players while influencing popular culture on a grand scale.
The Super Bowl attracts diverse audiences worldwide, with its infamous halftime show featuring A-list musical performances and high-profile commercials, further amplifying its status as an entertainment spectacle.
Behind the scenes, a meticulous selection process for host cities and ongoing efforts to enhance the fan experience have contributed to the event’s success. Given its immense popularity, it’s no surprise that the Super Bowl generates significant revenue.
Ticket prices soar into the thousands, and companies shell out millions of dollars for 30-second commercial slots. While exact figures are difficult to pinpoint, estimates suggest the Super Bowl’s annual earnings range from $300 million to as much as $1.3 billion.
While one team may lift the Vince Lombardi Trophy on the big night, they might not be the event’s biggest winners. Beyond the glory of victory, the financial ripple effect extends far beyond the field, enriching individuals and brands that often remain in the shadows—yet walk away with pockets full of cash.
This remarkable financial impact raises an intriguing question: what is the true economic influence of the Super Bowl? Various studies have tried to dissect the beneficiaries—teams, brands, and players—and uncover the broader financial effects of this sophisticated spectacle and in this piece, we take a closer look at the far-reaching economic implications of this event.
Impact of the Super Bowl on players and teams
According to data from Sports Business Journal, players who win the Super Bowl receive a $164,000 bonus each, but the financial rewards for NFL owners are far more substantial. While owners don’t receive the same bonus, the real financial benefit lies in the significant increase in their franchise’s valuation.
A prime example of this economic impact is the New England Patriots. In 2000, the team was valued at $464 million. By 2024, after six Super Bowl victories, the Patriots’ worth had skyrocketed to approximately $7.4 billion—an increase of nearly 1,500%.
Additionally, Sports Illustrated reports that under the latest collective bargaining agreement between the NFL and the Players Association, the Super Bowl LIX winning roster will receive a $171,000 bonus each.
Interestingly, players on the roster don’t need to play in the Super Bowl to earn the bonus. However, if a player has been with the team for fewer than three games before the Super Bowl, they will only receive 50% of the bonus. Players on the losing team aren’t left empty-handed either, as they’ll receive a $96,000 payout, with the same eligibility rules applying.
Impact of the Super Bowl on brands:
Merchandise
For brands involved in clothing and merchandise, the NFL generates revenue primarily through pre-negotiated licensing deals with its partners. While in-stadium purchases provide additional revenue for individual teams, the bulk of the league’s merchandise income comes from these established agreements.
Through its revenue-sharing program, the NFL distributed approximately $400 million to each team in 2023, stemming from media rights, sponsorships, and merchandising.
Ticketing
The bigger the brand, the greater the demand. When a team wins the Super Bowl, it’s almost guaranteed that interest will surge in the following season.
This boost in demand leads to more fans flocking to stadiums, driving ticket prices up along with merchandise sales. While many argue that NFL games should be affordable for families, owners are driven by the basic economic principle of supply and demand. When demand increases, it presents a significant opportunity for profit.
The NFL distributes Super Bowl tickets to participating teams, sponsors, and the general public through various channels. Due to the Super Bowl’s prestige, ticket prices are among the highest in the sports world. For example, face-value tickets for Super Bowl LVIII ranged from approximately $950 to $6,797.
However, the high demand often pushes prices even higher in the secondary market. In actual fact, average secondary market ticket prices have risen dramatically, from $2,329 in 2010 to $9,927 in recent years.
Advertising
According to data from Statista.com, advertisers are paying an average of $8 million in 2025 for a 30-second commercial during the Super Bowl LVI broadcast. Advertising during the Super Bowl offers brands a prime opportunity to reach a massive audience, strengthen brand awareness, and create a lasting marketing impact. As a result, Super Bowl commercials come with hefty price tags.
In conclusion, while the trophy itself is priceless to the winning team, the financial rewards of a Super Bowl victory extend far beyond the field. From players to coaches to the broader brand ecosystem, the financial ripple effect of the event influences everyone. The impact goes well beyond the final score, shaping the future of teams, players, and the entire NFL industry.
Real Winners?
Based on the insights above, it’s clear that while the Super Bowl-winning team claims the coveted Lombardi trophy and secures its place in the history books, the true winners are the franchise owners whose teams reach the big game. Regardless of the outcome of this Sunday’s Super Bowl LIX clash between the Kansas City Chiefs and Philadelphia Eagles, one thing is certain: both the Hunt Family and Jeffrey Lurie, along with NFL Commissioner Roger Goodell, will walk away from the Caesars Superdome significantly wealthier.
