After Years Of ‘Too Much Chiefs,’ NFL Advertising Pivots

Since Patrick Mahomes arrived in Kansas City, the Chiefs have been on an incredible run of success on the field.

The Chiefs have played in seven consecutive AFC Championship Games, winning five – including the last three – while taking home three Super Bowl titles in that window as well.

As is typical during any sports dynasty, winning breeds popularity and interest. That interest leads to more exposure via media coverage and advertising, and then the wider public tires of the team and players, clamoring for something different.

Mahomes and the Chiefs conceivably hit this breaking point years ago. But that hasn’t stopped advertisers from continuing to lean in. Tight end Travis Kelce and Mahomes were the most-seen sports figures during live NFL game ads in 2023, and Mahomes was No. 1 in 2024, while coach Andy Reid was also among the top 10.

Following the Chiefs’ Super Bowl loss in February, however, advertisers appear to be taking a different approach during the 2025 season; and one that audiences likely see play out during ad breaks when Kansas City faces off with the Buffalo Bills this Sunday.

Chiefs’ Swift Departure From NFL Ad Leaderboard

Data provided by iSpot shows that through eight weeks of NFL action, (long-time pitchman) Peyton Manning actually leads all athletes by ad airings during live national linear TV games this year. But he’s followed by Philadelphia Eagles star Saquon Barkley, Justin Jefferson, Travis Hunter and Josh Allen.

Mahomes has appeared in fewer than 100 airings so far this season, with most of those coming from a State Farm spot co-starring Megan Trainor. Reid hasn’t appeared at all. And surprisingly, neither has Kelce.

Following Kelce’s engagement to Taylor Swift in August, his complete absence may come as the biggest surprise of all, given the fact that he’s never been more relevant beyond traditional sports audiences. At the same time, though, he’s also never been worth more money, at $70 million and counting – which inherently removes the immediate need to appear in advertising (Swift herself has rarely appeared in ads over the years).

His absence and Mahomes’s apparent ad reduction does appear to usher in a new era for the league’s advertisers, and perhaps the narrative the NFL and partners are pushing about itself.

It’s not one completely devoid of the Chiefs (Google search trends data shows Kansas City outpaces every NFL team but the Eagles this season). But it’s one that aims to elevate other players and teams to similar levels of notoriety and potential popularity.

NFL Ads’ Notable New Faces

With fewer than 10 NFL TV ad airings to his name last season, Saquon Barkley’s emergence as the Offensive Player of the Year took brands by surprise. His 207 so far this season – across six different advertisers – would be the course correction to that oversight that keeps brands apace with a player NFL audiences have clear affinity for.

During the offseason, the NFL Players’ Association and Fanatics released data around the best-selling player jerseys from Mar. 1-July 31, 2025. Barkley was No. 1 on that list. Allen was fourth, Hunter was 11th and Jefferson was 19th. Mahomes was still No. 7, which is not a new development for the Chiefs QB, as he’s been a fixture among the top 10 spots since 2018.

The actual rank is less important than what it signifies among fans, though. Mahomes is still popular given the jersey sales figures. Once advertisers saw his popularity, he was rewarded with spokesperson deals, much like Peyton Manning and others before him.

That dynamic is playing out once again as Barkley reached true superstardom in Philadelphia following his time with the New York Giants. Allen’s MVP win in 2024 meant greater name recognition, and brands responded accordingly there, too.

Hunter, meanwhile, is the anomaly here. While other “newcomers” to the top of the ad list are players conceivably cashing in on years of success, Hunter is a rookie. And a rookie playing for the Jacksonville Jaguars, no less.

While the 2025 draft’s top pick, Cam Ward, has appeared just nine times (all for Under Armour), Hunter has 134 NFL TV ad airings across spots for both Celsius and Nissan.

Hunter being a Heisman winner and playing on both sides of the ball makes him a unique story for advertisers. But it’s still a bigger bet than most brands would normally take given the high costs associated with appearing during NFL games.

Celsius, new to national TV advertising, was willing to try their luck as the brand continues its attempted disruption of the energy drink space. That’s brought about a lot of exposure during games so far, though marketers will be curious to see the longer-term result – especially now that Hunter is due to miss at least four games with an injury.

The Chiefs haven’t faded out of view on or off the field just yet. They’re just making way for some additional story lines during what’s been a parity-filled season. Ultimately, that shared spotlight is going to benefit both the NFL and advertisers as it provides fresh faces around the stories fans have otherwise seen before.