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NerdWallet, which provides trustworthy guidance to consumers and businesses looking to shop for financial products, will be making its Super Bowl debut this year.

NerdWallet’s :30 spot, created by Deutsch, will run in the third quarter. Mediahub handled the media buy.

While it will be a Super Bowl rookie, NerdWallet isn’t new to live sports. The brand has advertised during each of the NFL’s conference championship games over the last three years, and also has official partnerships with teams across the NCAA, NBA and MLS in addition to previous Name, Image and Likeness (NIL) deals with star college athletes such as JuJu Watkins and Travis Hunter. Football’s biggest marketing stage is a natural next step.  

“As we look to help more people make smarter financial decisions, the Super Bowl presents an incredible opportunity to tell our story on the largest stage in advertising,” said Alison McCoy, vice president of brand marketing at NerdWallet. “This decision builds on our success connecting with sports fans over the last several years, while giving NerdWallet a jumping off point to participate in the larger cultural conversation in a more meaningful way.”