Key Stocks That Benefit From Super Bowl Sunday and Their Post-Event Performance
Super Bowl Sunday is more than the biggest night in American sports. It is a cultural event that drives massive consumer spending on food, beverages, advertising, and merchandise. Investors often watch how certain companies perform around the game to gauge short-term market reactions and broader consumer trends.
While no investment strategy should rely on a single event, the way stocks respond after the Super Bowl can be interesting, especially when tied to brands that dominate game day marketing and sales. Platforms like DraftKings also see heightened engagement around the grandest game of all, but here we focus on public companies whose business lines are closely tied to the day’s spending.
Food and Beverage Leaders
Food consumption spikes on Super Bowl Sunday, and certain companies dominate grocery store aisles and party trays.
PepsiCo (PEP) and its portfolio of snack and beverage brands are closely associated with game day fare. PepsiCo’s Doritos, Lay’s, and other products are staples at Super Bowl parties. Historically, companies like PepsiCo have seen modest stock increases after the Super Bowl in years when their ad campaigns or brand exposure were well received. For example, PepsiCo stock saw a small uptick in the session following the game at one point, reflecting short-term investor optimism tied to brand visibility.
Coca-Cola (KO) is another beverage giant that benefits from the day’s high drink consumption. Coke has long been featured in game day marketing and historically sustained modest positive stock reactions in the days following the Super Bowl when its commercials resonated with audiences.
Anheuser-Busch InBev (BUD), owner of Budweiser and other beer brands, is synonymous with Super Bowl beverage sales. In some years, Anheuser-Busch’s stock responded positively after running multiple ads during the game, outperforming broader market averages later in the week.
Snack producers like Mondelez International (MDLZ) and The Hershey Company (HSY) also benefit from the surge in snack and candy sales. While specific short-term stock data tied directly to the Super Bowl is less widely reported for these names, their products are central to Super Bowl party menus, positioning them well for increased revenue at this time of year.
Food Delivery Services
Super Bowl parties generate huge demand for convenience, and that benefits food delivery platforms.
DoorDash (DASH) is a standout example. The company not only benefits from increased orders on game day, but its high-profile Super Bowl ads and broad consumer base have coincided with strong stock performance in recent periods, including notable gains over the past two years. Some analysts have attributed part of this growth to heightened visibility around events like the Super Bowl and the resulting increases in food delivery demand.
Advertising and Media Stocks
The Super Bowl commands the most expensive advertising real estate in television. This makes broadcasters and media companies interesting from an investment perspective.
Fox Corporation (FOXA), Comcast (CMCSA), and other networks that secure broadcasting rights collect significant ad revenue and see increased engagement during and around the game. Historical data suggests that, in general, stocks of companies that advertise extensively during the Super Bowl tend to outperform the broader market in the week following the event, though the degree varies.
At the same time, research indicates that the correlation between appealing commercials and sustained stock performance has diminished over time, but short-term bumps tied to media exposure are still observed.
Merchandise and Apparel
Team merchandise and sports apparel also see a boost around the Super Bowl, especially for teams that make deep playoff runs.
Nike (NKE), as a leading athletic apparel brand and official supplier for NFL uniforms, benefits from increased jersey, hat, and gear sales during the playoff and Super Bowl period. While Nike’s stock has faced headwinds in recent years due to broader retail challenges, the company’s visibility during football’s biggest event remains a positive for product demand.
Other licensed merchandise sellers, including those attached to major retailers and fan gear platforms, see elevated activity in the weeks surrounding the game, though many are privately held or operate in segments not directly reflected in single public stock tickers.
Understanding Post-Event Stock Movement
Investing based on Super Bowl exposure requires nuance. Studies show that companies that advertise during the Super Bowl can outperform the S&P 500 in the week surrounding the game, suggesting short-term gains tied to media momentum and brand attention.
However, the long-term impact on stock performance is less clear. Some research suggests that while share prices can react on the day after the game or over the next few sessions, the effect often fades as broader fundamentals and earnings data drive investor decisions.
Despite these limitations, Super Bowl exposure remains valuable for consumer brands. Even modest increases in brand awareness can lead to stronger retail sales, which investors may reward. In some cases, notable ad campaigns have helped small companies gain public attention and even influence events like IPO interest, as seen with companies like Oatly, where early exposure around a Super Bowl contributed to notable consumer engagement before its public offering.
Stocks tied to Super Bowl spending encapsulate a range of consumer behaviors. Food and beverage companies, delivery services, media and advertising platforms, and sports apparel brands all have roles in the broader economic picture of America’s biggest annual game. While short-term stock performance can reflect the excitement and consumer spending tied to the event, long-term investors should weigh fundamentals alongside seasonal trends. The Super Bowl may not make or break a stock, but it certainly creates a spotlight that can influence market attention and consumer demand.