Nutella Is Going to the Super Bowl — Twice — in a $50m Sports Bet
TL;DR: Ferrero will run two Nutella commercials during Super Bowl LXI as part of a reported $50m sports-marketing bet in 2027, a bold escalation for a brand built more on cult love than big-budget advertising.
Nutella is one of those brands people adore without ever really being sold to. That is about to change — in the biggest advertising showcase on earth.
Owner Ferrero will run two commercials during Super Bowl LXI, part of a reported $50m investment in sports marketing for 2027.
From cult love to prime time
Nutella's growth has long been driven by genuine affection and ubiquity rather than heavy advertising. Taking it to the Super Bowl — twice — signals Ferrero believes the brand can convert that love into something much bigger.
Two spots in one game is a statement of confidence (and budget). It guarantees share of voice in the one environment where ads are the entertainment, and where cultural impact can dwarf the media cost.
Why sports, why now
Live sport is one of the last reliable ways to reach huge audiences simultaneously — appointment viewing in a fragmented, on-demand world. That scarcity is why brands are pouring money into it, and why the price keeps climbing.
A $50m sports commitment suggests Ferrero is building a platform, not buying a one-off moment. The brands that win at the Super Bowl are usually the ones that plan the surrounding campaign, not just the 30 seconds.
The lesson beyond the budget
Few businesses can spend $50m, but the principle travels: concentrate your firepower where attention is guaranteed, and build around the moment rather than treating it as the whole plan.
A single big splash with no follow-through is wasted. Whether it is the Super Bowl or a local sponsorship, the return comes from the campaign you wrap around it.
Quick FAQ
What is Ferrero doing at the Super Bowl?
Ferrero will run two Nutella commercials during Super Bowl LXI as part of a reported $50m investment in sports marketing for 2027.
Why is Nutella advertising so heavily now?
After years of growth driven by affection and ubiquity, Ferrero is betting it can scale Nutella further through live sport, one of the few remaining mass-reach environments.
A brand people already love going big on the Super Bowl is confidence, not desperation. But even $50m is wasted without a campaign wrapped around it. The Big Game isn't the plan — it's the spark. Build the fire around it. — Daniel Nikolla, Founder of Merx Marketing
A big moment only pays off if you build a campaign around it — the splash is the spark, not the strategy.
When you invest in a big marketing moment, do you plan the campaign around it — or hope the moment does the work alone?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Adweek, Marketing Dive, Food Dive, Convenience.org.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
