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Starbucks x Marshawn Lynch and Julian Edelman: Key Findings
Campaign Snapshot
Starbucks is turning one of the most debated plays in Big Game history into a reason to visit its coffeehouses on Monday, February 9.
It's been 11 years since the Seattle Seahawks opted to pass on the goal line instead of giving Marshawn Lynch the ball in the Super Bowl.
To revisit the moment, Starbucks brought the story back with a social video pitting Seahawks legend Lynch against Patriots great Julian Edelman in a playful "coffee run" showdown.
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The video builds on "The Coffee Run," highlighting Starbucks as the official coffee of Team USA Olympic athletes and promoting the brand’s presence across major sports events this season.
The 60-second spot aired around the Big Game on Sunday to capture the hearts of football fans and their sense of nostalgia.
Seahawks vs Patriots Part 2?
The playful social ad starts with Marshawn pulling up beside Jules, and the host initiating "The Coffee Run" challenge.
They then race each other on their golf carts for several rounds, all while holding containers full of Starbucks drinks.
It ends with Marshawn repeatedly beating Jules, settling the beef once and for all.
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Apart from the spot, Starbucks will also be leaning into post-game foot traffic by offering Starbucks Rewards members a free tall brewed hot or iced coffee.
They simply have to purchase any qualifying beverage on Monday, February 9, right after the day after the Big Game.
Starbucks Rewards members redeem the offer through the Starbucks app or in-store and can enjoy the beverage in special-edition paper cups wrapped in the iconic green and original logo.
It’s a freebie meant to extend the Super Bowl LX celebration into Monday, with extra pride for Starbucks as a Seattle company following the Seahawks’ win.
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The effort also aligns with Starbucks’ sports partnership strategy.
As the Official Coffee Partner of the LA28 Olympic and Paralympic Games and Team USA, the brand weaves its presence into global sports platforms.
What Starbucks’ Sports Tie-Ins Teaches Us
tarbucks’ “The Coffee Run” shows how revisiting iconic sports moments can add a fresh, creative angle. Key takeaways include:
- Tying your brand's creative to sports history can reignite conversations and social buzz among fans.
- Promotions that connect on-air advertising with in-store experiences can drive both relevance and foot traffic.
- Limited-edition packaging and rewards incentives can prolong the campaign’s lifespan beyond the broadcast window.
Last year, Starbucks’ annual revenue reached about $37.2 billion in net revenue, showing its scale as a global coffee leader.
Our Take: Why Do Familiar Sports Stories Still Cut Through?
Starbucks’ Super Bowl campaign shows that brands can always find relevance in the stories fans care deeply about.
Being the one to bring back two football figures to race things out, the coffee giant was able to properly utilize nostalgia marketing and execute it at the right moment.
In my view, the clever bit is how it connects emotion, community, and an everyday product together.
In other news, Starbucks continues its culture-first strategy with MrBeast's "Beast Games," finding its way into the show's second season.
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