Over the next few weeks, the lead up to the 2019 Super Bowl will begin.

Play-offs will take place this weekend and next, while brands will start to announce their plans to get involved in one of the biggest sporting events in the calendar.

Look out for publicity around ad campaigns set to launch during the half-time show, but also for those getting in on the action on social media – it is certainly a much cheaper way of getting in front of an audience you know will be there, and if you’re speaking about the same event your brand is relevant.

This week, Bumble announced their own attempt at using the Super Bowl hype to raise awareness about their brand, but one which won’t be limited to one day of the year. Indeed, nor is it even just limited to raising awareness about their brand.

The dating app has teamed up with Serena Williams who will be the brand’s new ambassador, but will also act as a global advisor to the company according to reports.

The Super Bowl ad campaign will be entitled ‘The Ball is in Her Court’, a nod to the app’s feature which sees women make the first move when the match with men on the platform. Taking that a step or two further, Williams and the company say they are seeking to encourage women to be more proactive in all facets of life, making the first move when it comes to business dealings, too.

“We want to make noise. This is the best and perfect place to make the biggest noise that we can,” said Williams, referring to the Super Bowl, though there was no confirmation that the multi-platform campaign would involve a TV ad during the prestigious half-time show.

The end of the NFL season is also the start of the calendar year, and it makes sense for Bumble and Serena Williams to kick off their partnership here.