I have zero interest in the Super Bowl and baseball (or is super bowl American football ?) but as I've understood over the years getting an add there is a big deal.
So I say cool and good for Trek
American football -- it's the NFL championship game, and it's about as high-profile as it gets, U.S. TV ad-wise. Lots of people who care nothing whatsoever about the sport or the outcome of the game will be paying attention to what gets shown in the commercial breaks.