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The Tremendous Bowl is the, uh, Tremendous Bowl of many issues—from avocado consumption to deal with events. Among the many second Sunday in February’s claims to fame, it’s additionally the Tremendous Bowl of sports activities betting. Based on a 2023 American Gaming Association survey, roughly 50.4 million American adults had been anticipated to guess on final yr’s Tremendous Bowl 57, wagering an estimated $16 billion. That’s an enormous increase from 2022, when it was 31.4 million Individuals betting $7.6 billion.
As we head towards Tremendous Bowl 58, Tums, the venerable over-the-counter heartburn reduction, is seeking to get in on the motion with a brand new big-game-focused marketing campaign known as “Prop Bites.” The antacid model has teamed with DraftKings for snack-punned play on prop bets (aspect bets on components of a sport or occasion), asking folks to position free bets on food-related questions like what number of pizzas can be delivered earlier than halftime, or will sizzling wings be the most well-liked spicy-food alternative of the sport.
In a sequence of spots and social posts, comic Desus Good hypes the free-food bets: “Get that chedda! Rating that dough!” All you must do is register for a free DraftKings account.
Which is the place issues get at the least as questionable as week-old guacamole.
Final September, I made the argument that non-endemic manufacturers getting concerned with sports activities betting got here with some important gambles, primarily as a result of dangers round playing habit, particularly amongst younger folks. Because the 2018 Supreme Court docket ruling to legalize sports activities betting, calls to a New Jersey gambling helpline have more than doubled, and there have been significant increases in gambling problems among young men.
Tums—not often called a very buzzy model or one whose advertising has a historical past of creating its company execs attain for his or her product—is clearly aiming to faucet into the large viewers DraftKings can present across the Tremendous Bowl. Nevertheless, any acquire in short-term model consciousness by tapping into playing might simply result in long-term heartburn.
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