Why Are Startups Betting Big on the Super Bowl?

The Super Bowl isn’t just about touchdowns and halftime shows—it’s a BATTLEGROUND for brands. This year, while the Philadelphia Eagles and Kansas City Chiefs clash on the field, five startups are making their mark with ads that cost MILLIONS. But why? Let’s break it down.

“It gives you bragging rights. 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.”

Bernard Schmitt, Columbia Business School

The Startups Stealing the Spotlight

These companies aren’t just playing the game—they’re DOMINATING it. Here’s who’s making waves:

• Ramp: Fintech startup Ramp is teaming up with Philadelphia Eagles’ star Saquon Barkley for their first-ever Super Bowl ad. The 15-second spot, featuring Barkley buried in a mountain of expense reports, was shot and finished in just SEVEN DAYS. Talk about hustle!
• OpenAI: The AI giant is stepping into the Super Bowl arena for the first time. While details are scarce, this move signals OpenAI’s push to dominate the AI conversation. Their rival, Anthropic, sat this one out—smart move or missed opportunity?
• Hims & Hers: This telehealth company is stirring the pot with a “provocative” 60-second ad criticizing weight-loss drug makers. But here’s the kicker: Hims & Hers sells its own versions of these drugs and is under FDA investigation. Bold or reckless? You decide.
• Poppi: The prebiotic soda brand is back for round two with their ad “Soda Thoughts.” Featuring influencers like Alix Earle and Jake Shane, the spot dives into the guilt of drinking soda. Will it resonate with viewers or fizzle out?
• Papaya Global: After a record-breaking 2024 ad that tripled website traffic, this global payroll platform is back. Their 2025 ad tackles the complexity of global payrolls. Will it score another touchdown?

Why This Gamble Could Pay Off

Dropping millions on a Super Bowl ad is RISKY, but the rewards can be HUGE. For startups, it’s not just about visibility—it’s about credibility. As Bernard Schmitt puts it, it’s a chance to “flaunt their prowess” and position themselves as MAJOR PLAYERS.

So, will these startups score big or fumble under pressure? Tune in this Sunday to find out!