Fort Worth-based company, Bison Coolers, will be featured in a 30-second spot during this year’s Super Bowl as part of Google’s “50 States, 50 Stories” campaign. The American-made cooler company shares its story with an estimated 123 million viewers.
Bison Coolers co-founder and CEO Jeremy Denson said the opportunity is “unbelievable” for the family-owned business, which competes with publicly traded brands and private equity firms. The company’s focus on manufacturing products in the US made it a perfect fit for Google’s campaign.
Bison Coolers offers premium hard and soft coolers, drinkware, gear, and accessories for outdoor events. Founded by Jeremy and Dennis Denson in 2011, the company has grown from a small startup to a multimillion-dollar business with about 12 employees and sales of $15 million.
The family-owned business has held its own against larger competitors with massive budgets, and its commitment to quality and innovation has earned it recognition for revitalizing American manufacturing in the cooler industry. A 30-second spot in the Super Bowl is valued between $7 million and $8 million, and Denson expects an increase in sales following their appearance.
Other notable Fort Worth companies featured in this year’s Super Bowl include defense giants Bell and Lockheed, which will showcase their aircraft during a flyover before the game. San Antonio-based H-E-B will have a 60-second regional spot on the broadcast, making one of the biggest announcements in its 120-year history.
Source: https://fortworthreport.org/2025/02/07/fort-worth-company-to-tell-its-american-dream-story-in-30-seconds-on-super-bowl-sunday