Forward of the 2025-2026 NFL season, the league introduced Sony as a know-how accomplice for brand spanking new coaches’ headsets. The information marked the tip of a multi-year absence for a headset sponsor following the NFL’s take care of Bose, which concluded in 2022, and offers Sony a pivotal place on the sidelines for each NFL recreation.

That publicity, amid the NFL’s rising rankings, is bringing important worth.

In response to AI-powered sponsorship analytics platform Relo Metrics, Sony’s headset publicity within the 2025 NFL season is averaging round $46,000 per recreation in sponsor media worth (SMV), which takes into consideration varied components corresponding to high quality and viewership.

Contemplating Relo Metrics estimates throughout all 272 common season video games, Sony’s headset exposures are projected to usher in roughly $12.5 million in broadcast media worth—that’s from high-quality exposures on each streaming and linear—for the season. Wanting on the full media worth of the deal, which estimates all of the exposures throughout digital and social, no matter high quality, the deal may very well be value upwards of $56 million in full media worth (FMV) for the 2025 season.

“The one actual mass viewers you possibly can attain lately, whether or not it’s by way of a broadcast or a stream or in individual, is especially sports,” Relo Metrics CEO Jay Prasad informed ADWEEK, including, “These reside moments find yourself having all of this virality on social media, and we measure and observe all that, so loads of occasions you might be getting worth for days, if not longer.”

ADWEEK previously reported that NBCU, which sold out its Big Game inventory, was seeking $8 million for Super Bowl spots as early as July.

So how did Sony rating such a primary spot?

In response to Sony and NFL executives, there’s mutual worth that goes past the greenback indicators, with this new step years within the making.

“This can be a true partnership. It’s not only a sponsorship the place we’re slapping a brand on one thing. We now have been working hand-in-hand with the NFL for a few years on completely different applied sciences, so that is the end result of that,” stated Maya Wasserman, Sony’s head of promoting, private and residential leisure, and model advertising. “There’s been over a decade of us working collectively.”