YouTube NFL Sunday Ticket Splashes First Ad Campaign Across Vegas Sphere
Friday, September 1, 2023 at 11:11AM By Barry Janoff
Photo: Sphere EntertainmentSeptember 1, 2023: If you are going to run an ad campaign designed for major impact, putting it on a Las Vegas 580,000 sq. ft. programmable exterior is certain to draw attention.
YouTube today premiered the first brand campaign specifically designed for the Exosphere — the fully programmable LED exterior of Sphere at The Venetian in Las Vegas.
The effort — in support of YouTube’s first season as the exclusive home for NFL Sunday Ticket — will run on the Sphere through the beginning of the NFL season.
For the Sphere spot, YouTube created an animation that transforms the exterior of Sphere into helmets of all 32 NFL teams. Text scrolling around the Sphere reads, “NFL Sunday Ticket Is Now On YouTube And YouTube TV.”
The cost of running the ad on the Sphere was not disclosed.
Sphere is owned and operated by Sphere Entertainment Co., which includes MSG Networks, which operates two regional sports and entertainment networks, MSG Network and MSG Sportsnet.
The entertainment venue itself — estimated cost to build: $2.3 billion — is scheduled to open this month with concerts from U2:UV Achtung Baby Live at Sphere, Sept. 29-Dec. 16.
Sphere at The Venetian in Las Vegas seats 17,500, 20,000 with standing room. With a 580,000 sq. ft. programmable exterior, it is being called the “world’s largest spherical structure.”
The Exosphere began displaying images on July 4th, which have included a huge blinking eyeball, an aquarium with moving fish, a jack-o-lantern, the Earth, the Moon and a Fourth of July fireworks display. Artists are using it as an “immersive canvas” to display their artwork.
The Exosphere became a NBA basketball to support the NBA Summer League in Las Vegas.
Images touting the upcoming U2 show have also been running.
"It's only fitting that YouTube, one of the most respected and important media platforms in the world, is launching the first-ever brand campaign on the Exosphere to support NFL Sunday Ticket," Guy Barnett, svp-brand strategy and creative development, Sphere Entertainment, said via the company.
"I can't wait to see how NFL fans react once they see their team on the biggest LED screen in the world."
This past December, YouTube signed a multi-year deal with the NFL to become the new home of NFL Sunday Ticket (replacing DirecTV), which gives people access to all live out-of-market Sunday afternoon games throughout the regular NFL season.
Financial terms were not disclosed but could top $2 billion annually, according to industry analysts.
NFL Sunday Ticket premieres Sept. 10. It is available to purchase on YouTube and YouTube TV.
"Using the Exosphere's larger-than-life canvas for a brand campaign that combines two of the most widely recognized brands – YouTube and the NFL — resulted in an immersive experience that engages audiences ahead of the start of the season and the launch of NFL Sunday Ticket," David Hopkinson, president and COO for MSG Sports — who oversees global marketing and brand partnerships across Sphere Entertainment and the MSG family of companies — said via Sphere Entertainment.
"This activation spotlights the immense opportunity for brands on the Exosphere, which has quickly become an iconic global landmark since it illuminated earlier this summer."
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