Super Bowl XLVIII is likely to be a huge draw in 2014. It is also expected to be a bonanza for several companies that could be huge winners as a result of the game. Oddly enough, only a couple of the companies that are advertisers may be getting a bump from their advertising dollars that could be seen in a stock benefit scenario.
The trick is determining what really counts as a bump event that carries forward. Sure, Budweiser, GM, VW, Coke and many other large advertisers aim to benefit from the marketing efforts. The companies are just so big that you cannot expect one day or one advertisement to make or break the company.
24/7 Wall St. wanted to focus on the winners. In many instances, the Super Bowl is to some businesses what Christmas is for many retailers. The aim is to see which companies can see a direct and noticed financial gain from Super Bowl Sunday in 2014. Just be aware of one issue, and that is that not all efforts work just because they are intended to.
We did not cover any of the risky emerging companies focused on cannabis, but it is ironic that both teams in the game are from the two states that allow recreational use of marijuana. Some are even calling it the Stoner Bowl — and Anheuser-Busch may not like it, but that makes this a different “this bud is for you” or the old “Bud Bowl” game.
Twenty-First Century Fox Inc. (NASDAQ: FOXA) is of course the first direct winner. Let’s call the Super Bowl the real Christmas for television. This matchup is in a cold weather venue and, unlike some recent years, is a matchup of the two top teams in the NFL. AdAge recent showed that Fox was getting roughly $4 million for 30 seconds worth of ad time during the game. Imagine if it goes into overtime…. Fox also is still relatively new to investors again after the Fox News breakup.
Buffalo Wild Wings Inc. (NASDAQ: BWLD) is another company that wins from the Super Bowl, or any other huge sporting event for that matter. Wings and beer doe s not even have to be advertised. Everyone is already going there. An independent estimate, from the National Chicken Council’s 2014 Wing Report, predicts that some 1.25 billion chicken wings will be devoured during Super Bowl XLVIII. McDonald’s failed at buffalo wild wings, but this one succeeded handily.
Domino’s Pizza Inc.‘s (NYSE: DPZ) CEO Patrick Doyle has said that Super Bowl Sunday ordering is up 80% up from a regular Sunday. The statistic being used this year is that some 11 million pizza slices will be eaten, and it was shown independently that 4.4 million pizzas would be eaten in the United States on Super Bowl Sunday from all restaurants. Domino’s also has wings to order. This one day may help contribute a real portion to the 5% revenue growth analysts expect for the full year.
Intuit Inc. (NASDAQ: INTU) has ponied up twice. One commercial is going to a sponsored business named GoldieBlox for its contest winner. The second one is a Turbotax and QuickBooks promotion, with savings of up to 60% through February 7. What is a real help here for Intuit is that tax season is coming upon us.
Papa John’s International Inc. (NASDAQ: PZZA) already has star quarterback Peyton Manning on board for its advertisements. Manning even owns 21 Papa John’s franchise locations in Colorado. And Papa John’s is featuring an “order now through Super Bowl Sunday” using a promo-code for consumers to get a free pizza beginning on Monday. This one day may provide the same benefit as Domino’s — helping to contribute to an expected 6% revenue growth for 2014.
SodaStream International Ltd. (NASDAQ: SODA) decided to pay up twice for the Super Bowl. First was getting Scarlett Johansson as its brand ambassador, and then advertising for the Super Bowl. The first ad was rejected because Johansson was directly targeting Coke and Pepsi in the ad, and the uncensored ad has become quite popular. SodaStream’s business growth has not lived up to expectations, so any boost here (even controversial) could help get this name out there even more.
Stay tuned …