Gbenga Adebija examines the significance of the Superbowl and its growing attraction in Nigeria

Every February, the Super Bowl transcends the boundaries of sport to become one of the most influential cultural events in the United States and, increasingly, around the world. Originating in 1967 as the championship game of the National Football League (NFL), the Super Bowl has grown into far more than a conclusion to a football season it is a cultural institution that captures the attention of millions across demographics and continents. This year, the Seattle Seahawks will lock horns with the New England Patriots. Nigerians will be watching more closely because Seattle Hawks will have Uchenna Nwosu, Boye Mafe and Jaxon Smith-Njigba with Nick Emmanwori taking the field for New England Patriots.

Interestingly, two sitting U.S. presidents have attended a Super Bowl in person while in office, namely Joe Biden and Donald Trump, a number that would perhaps be higher without the security risks and the logistical complexity of the event. Since Jimmy Carter started the tradition in 1980 with the Pittsburgh Steelers, every U.S. president has hosted Super Bowl-winning teams at the White House including Ronald Reagan, George H.W. Bush, Bill Clinton, George W. Bush, Barack Obama, Donald Trump, and Joe Biden.

Why the Super Bowl Matters in America

In the United States, the Super Bowl is the most-watched television broadcast of the year, routinely drawing well over 100 million viewers. For example, Super Bowl LIX averaged a record 127.7 million viewers, making it the most-viewed telecast in U.S. television history.

This enormous viewership reflects the Super Bowl’s position as a national ritual comparable to major holidays in its ability to bring people together. The game is a shared experience across socio-economic and regional lines, fuelling traditions such as Super Bowl Sunday parties, family gatherings, and corporate events.

Commercially, the Super Bowl is unmatched. Advertising slots cost millions of dollars for just 30 seconds of airtime—upwards of $8–10 million for the 2026 broadcast—attracting some of the biggest global brands seeking mass visibility and cultural impact.

Beyond the game itself, the halftime show has become a cultural phenomenon featuring major international music stars and spectacle-level performances, often attracting viewership equal to or exceeding that of the game.

Economically, hosting the Super Bowl delivers significant local impact. Cities like New Orleans and the broader host region benefit from tourism, hospitality spending, and job creation, with estimates showing hundreds of millions of dollars injected into local economies each year.

Super Bowl’s Global Reach

While its roots are distinctly American, the Super Bowl’s influence has expanded globally. International viewership continues to grow, with tens of millions tuning in outside the U.S.—for example, roughly 62.5 million viewers internationally watched Super Bowl LVIII across multiple markets worldwide, marking a significant year-on-year increase.

Countries in Europe, the Americas, Asia, and Africa now see NFL broadcasts and Super Bowl-related content regularly. The NFL actively cultivates an international audience through watch parties, overseas games, and youth development initiatives. The U.S. State Department even supports Super Bowl watch events abroad as part of cultural diplomacy, showcasing American sports and entertainment values overseas.

Although global viewership figures for the Super Bowl are lower than other major sports finals—such as the FIFA World Cup—the event still stands out as one of the most significant annual global sports broadcasts, uniting diverse audiences through both sport and entertainment.

The Super Bowl’s Growing Significance in Nigeria

In Nigeria, where football dominates the sports landscape, the Super Bowl has carved out a growing niche among sports enthusiasts and broader audiences alike. According to reporting on sports culture in Nigeria, American football is gaining traction, partly through grassroots efforts, training camps, and the visibility of Nigerian athletes in the NFL such as:

• Moro Ojomo (Philadelphia Eagles): Defensive tackle who won a Super Bowl ring in 2025.

• Charles Omenihu (Kansas City Chiefs): Key defensive end who played in Super Bowl LVIII and LIX.

• Felix Anudike-Uzomah (Kansas City Chiefs): Defensive end who featured in Super Bowl LIX.

• Osi Umenyiora (New York Giants): British-Nigerian defensive end who won Super Bowl XLII and XLVI.

• Prince Amukamara (New York Giants): Cornerback who won Super Bowl XLVI.

• Ogbonna Okoronkwo (Los Angeles Rams): Won the Super Bowl with the Rams.

• Chidobe Awuzie (Cincinnati Bengals): Featured in Super Bowl LVI.

• Hakeem Adeniji (Cincinnati Bengals): Featured in Super Bowl LVI.

• Christopher James Uzomah (Cincinnati Bengals): Featured in Super Bowl LVI.

• Derrick Nnadi (Kansas City Chiefs): Defensive tackle with multiple Super Bowl appearances.

• Joshua Uche (New England Patriots): Linebacker.

• Chris Oladokun (Kansas City Chiefs): Quarterback.

• Chukwuebuka Godrick (Kansas City Chiefs): Offensive tackle.

Super Bowl watch parties have become more common in urban centres such as Lagos and Abuja, where bars, lounges, and sports venues host gatherings that bring together both die-hard fans and casual observers. The spectacle of the halftime show often featuring global music icons with large Nigerian fanbases, has also helped broaden interest beyond traditional American football followers.

Also, the success of Nigerian players in the NFL and the increasing globalisation of the league have created a sense of national pride and aspiration. These dynamics have encouraged more Nigerians to follow the Super Bowl and the NFL season, engage in fantasy football and social media discussions, and participate in related cultural conversations online.

Why It Matters Beyond the Game

The Super Bowl’s significance is not confined to athletic competition. It has become a cultural event, an economic engine, and a global media phenomenon. In the U.S., it drives national unity, marketing innovation, and massive commercial activity. Around the world, it serves as a bridge for American culture, entertainment, and sport. In Nigeria, it reflects the growing global interconnectedness of sports culture and entertainment, resonating with a younger, digitally engaged audience.

Ultimately, the Super Bowl exemplifies how a sporting event can evolve into a global cultural touchstone, shaping media, business, and fan engagement in ways that extend well beyond the gridiron.

Gbenga Adebija is the Managing Director of CBI Digital Media Ltd