Should B2B Advertise in Major Sporting Events?

Major sporting events have long been dominated by consumer brands with mass-market appeal and multimillion-dollar ad budgets. But the landscape is shifting. Research shows more B2B brands are stepping into the arena, with 35% considering the 2026 Super Bowl and half eyeing FIFA World Cup opportunities. 

It raises the question: should B2B marketers take these opportunities more seriously? 

On one hand, these stages offer unmatched visibility and credibility. On the other, the investment is massive, the creative bar sky-high, and the ROI far from guaranteed. In this blog, we’ll unpack both sides—the advantages and the drawbacks—to help B2B brands decide if playing on the biggest stages is truly worth it. 

When B2B advertising on the big stage pays off 

Sports mega-events like the Super Bowl, US Open, and FIFA World Cup aren’t just games—they’re cultural juggernauts. They dominate conversations in living rooms and group chats, flood social feeds, and pull in audiences at a scale few other platforms can match. In 2025, the Super Bowl alone drew more than 127 million viewers—nearly 40% of the U.S. population. Decision-makers are part of that audience, and sports viewership tends to skew older, higher-income, and male—demographics that align closely with many B2B buyer profiles. 

For B2B brands, this kind of visibility offers a rare competitive edge. While consumer brands dominate these stages, B2B players remain scarce. If yours is the only B2B brand a decision-maker sees, you don’t just gain visibility—you gain category leadership. Being first to show up in spaces where your competitors are absent signals innovation, ambition, and market authority. It positions your brand not just as present, but as a pioneer. 

And beyond reach or differentiation, these events carry immense emotional weight. They’re cultural touchpoints that unite people and generate excitement on a global scale. Associating your brand with that energy makes even the most technical B2B company feel more human, relatable, and memorable. For brands that often struggle to stand out with complex or abstract messaging, this kind of connection can be a game-changer. 

Why sports event advertising is not for every B2B brand 

The appeal of advertising on a big stage is tempting, but not every B2B brand belongs. Broad-market companies that serve multiple industries have a stronger case. Take Salesforce, for example—because it touches virtually every sector; the likelihood of reaching prospects or clients during a major event is high. But for niche businesses selling to only a few hundred decision-makers, a multimillion-dollar Super Bowl slot simply doesn't make sense. In those cases, targeted trade media or direct engagement will deliver far greater value. 

Then there’s the creative bar. Audiences expect nothing less than block-buster level storytelling and execution. Meeting that standard is expensive: national-level production starts around $250K and can easily soar into the seven figures. If your spot doesn’t match the same polish of the global icons surrounding it, the risk isn’t just wasted spend—it’s undermining credibility. Instead of elevating your brand, you could end up looking small and out of place. 

Above all, sports mega-event ads should be approached with caution. They are not demand-gen tools, and if your leadership team is expecting a pipeline spike, they’ll be disappointed. These campaigns work at the very top of the funnel, where the payoff comes in awareness, credibility, and long-term brand recognition. Treating them as anything else risks unrealistic goals and misaligned expectations across the organization. The goal is not immediate leads—it’s building recognition and trust that compound over time. 

Key considerations before jumping in 

Before signing a check, brands need to get real about their objectives.  

• Product scope. Is your offering broad enough to justify mass-market exposure? Brands that serve multiple industries or a wide swath of decision-makers can make the case. Highly specialized companies with a small buyer pool likely won’t see the return. 

• Production quality. Do you have the budget to create content polished enough to stand beside the consumer giants? National-level creative typically requires hundreds of thousands of dollars to produce, and anything less risks looking out of place. If your spot can’t match the polish of the brands around you, the stage may not be worth stepping onto. 

• Budget balance. Splashy ads should never come at the expense of funding the channels that consistently deliver pipeline. If buying into the big game means cutting back on proven performers like events or email, you’re likely better off staying on the sidelines. 

Smarter plays for B2B that don't cost millions 

Sports events marketing is not for every brand. But that doesn’t mean B2B marketers are locked out of the action. There are plenty of ways to benefit from these events without breaking the bank.  

• Regional buys: For brands with concentrated buyer bases, regional ad buys let you capture the prestige of the big game at a much lower price tag. Instead of $7 million, a regional slot in a city like Dallas during the 2026 Super Bowl might run in the low six figures. For companies tied to specific geographies or industries clustered in certain regions, this can be a savvy, targeted play. 

• Experiential & hospitality: For many B2B brands, the most practical way to engage during major sports events is through live experiences. Hosting clients in suites, arranging VIP watch parties, or creating exclusive networking opportunities around the game builds loyalty and relationships. These activations bring your brand to life in a memorable setting while tying it to the cultural energy of the event. For account-based marketing teams, this kind of face time is often more valuable than mass reach. 

• Digital activations: Another option is to layer in digital engagement. Augmented reality activations create shared digital experiences inside stadiums. Brands can also tap into social engagement campaigns—Intuit TurboTax, for instance, paired commercials with influencer-driven content during March Madness to extend reach. These kinds of activations allow brands to extend their presence beyond the stadium, amplify visibility across digital touchpoints, and sustain attention well after the final whistle. 

It's about finding the balance for your brand 

Sports mega-events can absolutely elevate brand perception—but only if the spend aligns with your audience, your message, and your long-term strategy. For some B2B brands, it’s a statement of strength. For others, it’s a shiny distraction. Often, the smartest move is to show up around the event, not on the biggest stage itself. 

Curious what other methods B2B marketers are planning to reach their audience? More on this in the State of B2B Advertising report—your playbook for what works (and what doesn’t) in modern B2B advertising.