Super Bowl LIV was played on 2 February 2020 at Hard Rock Stadium in Miami Gardens, Florida, where the Kansas City Chiefs beat the San Francisco 49ers 31-20 for their first title in 50 years. It was the last Super Bowl before the pandemic, played in a full stadium and surrounded by a week of live fan events.
Two kinds of money paid for it: advertisers buying time on Fox's broadcast, and NFL partners using their league rights to activate around the game.
The broadcast
Fox charged up to $5.6 million for a 30-second commercial. Carmakers were the biggest category by spending and time on air. By industry estimates, Anheuser-Busch InBev bought the most airtime, about four minutes, followed by PepsiCo, Procter & Gamble and Amazon.
The halftime show
Pepsi sponsored the halftime show, headlined by Jennifer Lopez and Shakira with guest appearances from Bad Bunny, J Balvin and Emme Muñiz. It was the eighth of Pepsi's ten years in the role.
NFL partners around the game
Lowe's, which had joined the league the previous year, was a sponsor of the Super Bowl Experience, the fan festival in the host city. Rocket Mortgage used the game to launch the NFL's first official mortgage partnership, announced on 7 January 2020, with a Super Bowl Squares sweepstakes paying cash prizes during the game and a stand at the fan experience. Bud Light, the league's official beer, gave its name to the Bud Light Super Bowl Music Fest, while its parent company led the broadcast spending.
Many other partners took space at the Super Bowl Experience, among them Bridgestone, Campbell's, FedEx, Ford, Oakley, Panini, Procter & Gamble, Sleep Number, TikTok, Visa and Wilson.
Where things stand now
Several of the relationships on show in Miami have since ended. Pepsi's halftime sponsorship closed after Super Bowl LVI, and Apple Music has sponsored the show since Super Bowl LVII in 2023. Visa, which activated at the fan experience in 2020, ended its NFL partnership in March 2026, when American Express took over payments. And in July 2026 Jameson replaced Diageo as the league's spirits sponsor.
Key facts
- Game: Super Bowl LIV, 2 February 2020, Hard Rock Stadium, Miami Gardens
- Result: Kansas City Chiefs 31, San Francisco 49ers 20
- 30-second ad: Up to $5.6 million on Fox
- Biggest advertiser: Anheuser-Busch InBev (about four minutes of airtime)
- Halftime sponsor: Pepsi (Jennifer Lopez and Shakira)
Frequently asked questions
How much did a Super Bowl LIV ad cost?
Fox charged up to $5.6 million for a 30-second spot.
Who sponsored the Super Bowl LIV halftime show?
Pepsi. Jennifer Lopez and Shakira headlined.
Who replaced Pepsi as halftime sponsor?
Apple Music, from Super Bowl LVII in 2023.
