Super Bowl LVI, from the NFL to NBC: sponsors, controversies, and big-league $$$

Love is in the air... or is it the smell of chicken wings? The Super Bowl kicks off Sunday in Los Angeles (LA Rams vs. Cincinnati Bengals). While you throw patties on the grill, Snoop Dogg, Kendrick Lamar, Dr. Dre, Mary J. Blige, and Eminem will perform at halftime. We're following the money behind America's most-watched event.

Peacock, on the clock... The main moneymaking players: Comcast's NBC and the NFL. This year NBC has Bowl broadcast rights, which alternate between NBC, Viacom's CBS, and Fox (Disney's ABC will join the mix in 2026). CBS, Fox, and NBC each pay the NFL $2B+ to broadcast its games under the league's new deal. NBC has a double whammy this year since it also has an exclusive on the Winter Olympics in Beijing.

• Ad $$$: NBC has already sold out of Bowl ads, with some 30-second spots selling for a record $7M. Car and tech companies are among the biggest spenders, while crypto companies are expected to advertise for the first time.
• Sponsor $$$: Multiyear deals with booze, tech, and sports-betting brands helped the NFL rake in a record $1.8B in sponsorship revenue for the season. Last year the NFL allowed gambling ads from companies like DraftKings and FanDuel for the first time.
• Streaming $$$: Live sports may be the last thing keeping cable alive, but this year's Bowl could boost subs for streaming services. Like: NBC's new Peacock or any streamer that carries NBC for $65+/month (think: YouTube TV, Hulu Plus Live).