Super Bowl LVII: Bettors and marketers are ready for the big game
EuToch

It's that time of the year again. Wings, dips and hot dogs are on the menu this weekend as the Kansas City Chiefs take on the Philadelphia Eagles in Super Bowl LVII. Households across the U.S. will huddle around screens, and many have already been betting on the big game, wagering a total of $16B, according to the American Gaming Association. It's even anticipated to see the most legal bets ever placed on an event in the U.S., so keep an eye on shares of DraftKings (NASDAQ:DKNG) and FanDuel (OTCPK:PDYPY), as well as Barstool (NASDAQ:PENN), Caesars Sportsbook (NASDAQ:CZR) and BetMGM (NYSE:MGM).
SA commentary: Many of the companies in the online sports betting industry are operating in a potentially lucrative market, according to contributor Tangerine Capital, who asks if DraftKings (DKNG) is Being Outdone By Competition? Marketplace author Howard Jay Klein also discusses FanDuel's grip on market share leadership, and if it will continue even after a possible spinoff by Flutter (OTCPK:PDYPY). For those looking for more entertainment, note that Molson Coors (NYSE:TAP) and DraftKings (DKNG) are running a unique Super Bowl promotion, where fans could bet on Coors Light and Miller Lite commercials.
Speaking of advertising, there will be some notable industry players missing. The biggest commercials last year centered around crypto, even leading some to call the game the "Crypto Bowl" - a play on the "Dot-Com Bowl" in 2000 - when speculative internet companies sought to gain mainstream acceptance (remember the Pets.com liquidation?). Well, it seems like the sector is also going through its own day of reckoning following the notorious collapse of FTX. Does fortune still favor the brave?
Go deeper: In recent times, watching commercials has turned into somewhat of a similar tradition as the game itself, with many firms shelling out around $7M for a 30-second slot. It gives them the ability to advertise on the largest stage in the world, which will be shared by Rihanna during the halftime show. Fox (NASDAQ:FOX) even sold out its Super Bowl ad inventory a couple of weeks ago, and while the broadcaster cut it a little too close for comfort, many big brands were eager to make a splash from traditional beverages made by Anheuser-Busch (BUD) to EV promotions from General Motors (NYSE:GM) and Netflix (NASDAQ:NFLX).