The Super Bowl isn’t just about football—it’s a cultural phenomenon where halftime performances and high-profile commercials often steal the spotlight. While major brands like Budweiser, Doritos, and Coors are regular fixtures, this year’s ad lineup includes a few unexpected players: startups willing to spend millions for a moment on one of the world’s biggest advertising stages.
For a young company, investing in a Super Bowl ad may seem like a risky financial move, especially with tight budgets and venture capital scrutiny. But according to Bernard Schmitt, a marketing professor at Columbia Business School, the prestige alone can make it worthwhile.
“It gives you bragging rights,” Schmitt told TechCrunch. “It changes the image. Suddenly, you look like a major player.”
This year, five startups are taking the leap, betting that a Super Bowl moment could translate into brand dominance.
1. Ramp – Saquon Barkley Tackles Expense Reports
Fintech startup Ramp is making its Super Bowl debut with a 15-second ad starring NFL running back Saquon Barkley—who also happens to be an investor. The spot, produced in just seven days, shows Barkley buried under a mountain of expense reports, emphasizing the company’s mission to simplify financial processes.
2. OpenAI – AI’s First Big Game Appearance
OpenAI is entering the ad game with its first-ever television commercial, according to The Wall Street Journal. While details remain scarce, the move signals the company’s ambition to solidify its place in the AI race. OpenAI competitor Anthropic took a similar gamble last year with a five-second ad, but they’ve opted out this time around.
3. Hims & Hers – A Controversial Take on Weight Loss
Telehealth brand Hims & Hers isn’t shying away from controversy in its first Super Bowl ad. The 60-second spot calls out pharmaceutical companies behind popular weight-loss drugs, positioning itself as a bold alternative. However, the move comes amid an FDA investigation into the company’s marketing practices, making this ad one of the most talked-about of the season.
4. Poppi – Redefining Soda, One Sip at a Time
Poppi, the prebiotic soda brand, returns to the Super Bowl with a commercial titled “Soda Thoughts.” Featuring social media stars Alix Earle, Jake Shane, and Rob Rausch, the ad explores the guilt consumers feel when reaching for a traditional soda. With a fresh, health-conscious approach, Poppi is carving out a space in the competitive beverage market.
5. Papaya Global – Making Payroll Problems Go Viral
After a successful Super Bowl debut in 2024, Papaya Global is back for another round. The workforce payment platform, which has raised over $440 million in venture capital, is focusing its ad on the complexities of global payroll—a seemingly niche topic that drew massive attention last year. Papaya’s previous Super Bowl ad tripled traffic to its website, proving that even the most unexpected industries can thrive on the big stage.
A High-Stakes Marketing Gamble
Super Bowl ads cost millions, but for these startups, the exposure could be priceless. Whether they’re looking to build credibility, spark controversy, or redefine an industry, these five companies are taking a bold step into the advertising big leagues.
Will the gamble pay off? That remains to be seen—but one thing’s certain: they’ll have millions of eyes watching.
