Millions are expected to tune into the 2025 Super Bowl this Sunday. While the spotlight will be on the Kansas City Chiefs and the Philadelphia Eagles going head-to-head for the NFL championship, Kendrick Lamar’s half-time show and Taylor Swift’s much-anticipated second NFL WAG appearance, British fragrance house Jo Malone London has its own play to execute.
Jo Malone London is leveraging the Super Bowl’s massive cultural footprint — last year’s event generated $1.3 billion in media impact value (or MIV, which calculates the monetary value of posts, article mentions and social media interactions), per brand performance agency Launchmetrics — to unveil its latest roster of male ‘Mr Malone’ ambassadors: NFL athletes JuJu Smith-Schuster (garnering $17 million in MIV in 2024), Jayden Daniels (2024 Rookie of the Year and accumulating $245.2 million in MIV last year) and Kyle Juszczyk (totalling $39.4 million in MIV in 2024). With 83.1 per cent male viewership, according to Northwestern University research, the Super Bowl is prime time for Jo Malone to expand its foothold in the booming men’s fragrance market.
