Super Bowl Commercials

The NFL Hands Off Its Brand of Football to the World in Super Bowl Ad

The league's latest partnership with 72andSunny takes stars Justin Jefferson, Saquon Barkley and others to Ghana as it expands the game's global presence

Minnesota Vikings wide receiver Justin Jefferson and a boy named Kwesi dance in an NFL Super Bowl ad
Justin Jefferson represents the world's NFL dreams, which the league is bringing closer to reality.NFL/72andSunny
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By Jason Notte

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To help its sport grow meaningfully beyond the United States, the NFL, creative partners 72andSunny and players including Justin Jefferson and Saquon Barkley are handing off American football to the world in their latest Super Bowl ad.

The National Football League and 72andSunny have spent their yearslong partnership expanding the league’s reach and influence by embracing two ideas: A “helmets off” strategy that allowed a more personal marketing relationship between players and fans and the notion that “football is for everyone.”

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jason_notte

Jason Notte

Jason is an Adweek staff writer covering the business of marketing.

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