$1 Million Campaign Uses Football Rivalries to Spotlight Tariff Impacts

Small Businesses Against Tariffs (SBAT) has initiated a significant advertising campaign with a budget of $1 million targeting key U.S. states, highlighting the economic ramifications of tariffs on small businesses. This initiative coincides with the football season and utilizes the intense rivalries among teams to drive home its message.

Launched on September 16, 2026, the campaign spans seven states, including Ohio, Indiana, Wisconsin, Pennsylvania, Iowa, Michigan, and Illinois. At the heart of the effort are 143 strategically placed billboards that pose provocative rhetorical questions, such as “What’s worse than Michigan?” and “What’s worse than Pittsburgh?” The answer, according to the campaign, is simple: “Tariffs.” This innovative approach aims to engage local football fans and stimulate public discourse around the economic challenges posed by trade policies.

The campaign's rollout is timely given the recent escalation in the U.S.-Canada trade dispute. As college and pro football games capture fans' enthusiasm, SBAT aims to leverage that energy to raise awareness about how tariffs affect everyday consumers and small business operations.

Billboard Strategy and Reach

To maximize reach and visibility, the billboards are placed in high-traffic areas and neighborhoods with a strong passion for football. With a clear nod to regional rivalries, the campaign uses local culture to connect with audiences on a more personal level. SBAT’s decision to frame tariffs within the context of sports underscores the emotive power of rivalries in persuading public sentiment.

In Ohio, the relationship with Canada is particularly significant, as nearly one-third of the state's exports were to Canada in 2025, totaling $18.3 billion. This figure represents a substantial portion of Ohio's foreign trade, surpassing the state's sales to its next four largest foreign markets combined. The campaign illustrates how tariffs threaten this crucial economic connection, putting pressure on local jobs and businesses that depend on cross-border trade.

Further supporting the campaign's aims, other billboard messages also creatively play on the themes of competition. Questions about losing an important game connect directly to losing out economically due to tariff-related increases in prices, showcasing a distinct approach in emphasizing the tangible impacts tariffs have on financial well-being.

Economic Implications for Small Businesses

Through this initiative, SBAT seeks to educate the public on the broader economic consequences of tariffs, which they argue disproportionately burden small businesses, employees, and families. The organization notes that families and businesses in Ohio and other states with heavy trade ties to Canada "are struggling badly right now," with tariffs directly impacting household budgets and operational costs for small enterprises.

The group presents itself as a public education initiative focused on elucidating the ramifications of tariffs, complete with a detailed timeline of U.S. tariffs over the last century on its website. The goal is to foster a well-informed citizenry that understands how trade policies affect not only businesses but also local economies and individual livelihoods.

Continued Relevance Amidst Trade Tensions

The timing of this campaign also aligns with heightened tensions in U.S.-Canada trade relations, which have been adversely affecting regional economies. As both nations navigate these challenges, small businesses—often seen as the backbone of the economy—are left vulnerable to policy fluctuations that they have little power to influence. SBAT emphasizes that ongoing trade disputes impact not just businesses, but also consumers who may face rising costs for goods.

The economic stakes are illustrated starkly by the volume of trade the Midwest states conduct with Canada, making it a critical issue for the region's economic health. Trying to counteract the narrative of benefit to American consumers from tariffs, SBAT's messaging conveys a sense of urgency to reconsider these policies and their long-term implications.

As the campaign progresses, the website identifies resources for consumers and small businesses, aiming to provide a comprehensive view of how tariffs can affect everything from household expenses to potential job losses. By employing creative messaging during a highly celebrated sports season, SBAT has established both relevance and engagement in the ongoing trade discussion.

This initiative, while focused on small business advocacy, has the potential to resonate beyond its immediate target audience, tapping into the broader societal concern around economic stability and fair trade practices. Moving forward, how this messaging influences public opinion or policy decisions will be crucial to watch, especially given the volatile climate surrounding U.S. trade relations.

Photo credit: Small Businesses Against Tariffs