Will Superbowl Sunday be Super for Nonprofits?

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I can’t wait for Superbowl Sunday. I don’t care about the game. I could care less now that my New England Patriots are out. I’m not even interested in the ads since there always seems to be more sizzle than steak.

I can’t wait for the cause marketing. You know, the nonprofit and for-profit partnerships that were such a big part of last year’s Superbowl. Take the Superbowl ad from Ram Trucks in support of Future Farmers of America. Legendary radio broadcaster Paul Harvey narrates the two-minute spot. Ram Trucks donated a dollar to FFA for each Youtube view – up to $1 million.

You can find the rest of last year’s cause-related Superbowl ads here. For other examples of watch-to-give fundraisers, visit my board on Pinterest.

The good news is that I’ve already spotted two Superbowl cause marketing promotions. That’s a good sign for Sunday.


The first is from Bank of America. For every download the new U2 song, “Invisible,” which will be available for free on iTunes on Superbowl Sunday, BofA will donate $1  – up to $2 million – to Product Red’s fight against AIDS.

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The second comes from Pizzas 4 Patriots. They’re teaming up with international shipping provider DHL Express to coordinate the delivery of 21,000 pizzas to U.S. servicemen and servicewomen on Super Bowl Sunday.

To get the pizzas to the troops on time the DHL Express team is packing and loading 21,000 ready-to-bake, Chicago-style pizzas from Illinois-based Great Kitchens into DHL cargo jets and shipping them to the troops stationed at several military bases across Afghanistan and Kuwait. The planes leave Chicago tomorrow!

This isn’t the first time Pizzas 4 Patriots has delivered pizzas to the troops. They’ve sent 100,000 since 2008.

Have you seen any good examples of Superbowl cause marketing? I’d love to hear about them. And don’t forget to watch the big game – for the cause marketing, of course!

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