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Super Bowl Weekend: A Platform for Startups to Shine

The Super Bowl is finally here, and with it comes a plethora of exciting events, including the highly anticipated matchup between the Philadelphia Eagles and the Kansas City Chiefs in New Orleans. While many fans tune in for the football, others are eagerly awaiting the halftime performance, and some are looking forward to the commercials. This year’s ad roster features a mix of well-established brands and innovative startups.

The Role of Startups in the Super Bowl

It may seem counterintuitive for a startup, especially one with limited financial resources and venture capital investors, to spend millions of dollars on a Super Bowl ad. However, sometimes marketing strategies can pay off in unexpected ways. According to Bernard Schmitt, a professor at Columbia Business School focused on marketing, the Super Bowl can be a valuable platform for startups to showcase their prowess and gain visibility.

Bragging Rights

Schmitt notes that appearing in the Super Bowl can give a startup a sense of prestige and credibility. "It gives you bragging rights," he said. "Now I can say, ‘Oh, we had an ad on the Super Bowl.’ It changes the image. It sounds like you are a major player, a serious player."

Startups Running Ads During the Super Bowl

Here are the startups that will be running ads during this year’s game:

Ramp

Philadelphia Eagles’ star running back Saquon Barkley is not only an investor in fintech startup Ramp but also the star of the company’s first Super Bowl commercial. The 15-second ad, which features Barkley buried in a mountain of expense reports, was conceived, shot, and finished in just seven days. Ramp co-founder and CEO Eric Glyman oversaw the production.

OpenAI

OpenAI is set to debut its first television ad at this year’s Super Bowl, according to The Wall Street Journal. While the details of the ad are scarce, this move is not surprising given the ongoing battle for AI dominance. OpenAI rival Anthropic ran a five-second ad last year that simply stated "Claude is AI for all of us. Anthropic."

Hims & Hers

Telehealth company Hims and Hers is running its first Super Bowl ad, which has garnered significant attention. The 60-second ad criticizes the makers of approved weight-loss drugs and has been described as "provocative." It’s worth noting that Hims and Hers sells its own knock-off versions of some popular prescription weight-loss drugs and is being investigated by the FDA for "misleading patients."

Poppi

Prebiotic soda brand Poppi is airing its second Super Bowl commercial, titled "Soda Thoughts." The ad explores the guilt people face when contemplating drinking a soda, according to Adweek. The creators of the ad, Alix Earle, Jake Shane, and Rob Rausch from Love Island USA, star in the commercial.

Papaya Global

Papaya Global, a global workforce payment platform that has raised over $440 million in venture capital, will be back for its second Super Bowl. The startup’s first Super Bowl ad ran in 2024 and garnered 114 million views, tripling traffic to the company’s website, according to a press release. This year’s ad focuses on the complexities of global payroll.