An essential marketing opportunity on the American scene around the national sport (American soccer), the Super Bowl is proving to be a privileged moment of emotional connection for brands. While beauty and fashion – including top-of-the-range – are now part of America’s most-watched sporting event, luxury goods are still shy of the mark.
LIX
Remember these letters.
It’s not a new name for the prestigious French engineering school Polytechnique on the Saclay plateau (nicknamed X), where LVMH CEO Bernard Arnault once cut his teeth, buta golden opportunity for luxury goods to move up to the top league and reach a wider audience.
This is Super Bowl LIX, the 59th edition of the American soccer championship final, to be played on February 8 from the Caesars Superdome in New Orleans.
In 2024, Luxury surprised the world by successfully sponsoring the Paris Olympic and Paralympic Games. According to Euromonitor, it would do well to show off more during the Super Bowl.
Paris 2024, a successful sporting precedent
While luxury brands have long enjoyed close ties with major sporting events and elite athletes, the Paris 2024 Olympic Games, backed by industry giants such as LVMH, have truly underlined luxury’s influential role in sport and set a new benchmark for future collaborations.
The opening ceremony alone managed to bring together nearlya billion people around the world. While 60 million viewers tuned in to the competition at an average of 20 hours via France Télévision channels, 30 million Americans watched the sporting event on NBCU platforms.
For Fflur Roberts, Head of Luxury at Euromonitor International, the Paris 2024 Games were a memorable moment for the sector: “2024 proved to be a pivotal year for demonstrating the vast opportunities for luxury to deepen its presence in the world of sport”.
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Read also > [Luxus Magazine] Super Bowl 2025 in 10 key figures
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