SBJ/January 30-February 5, 2012/Super Bowl

Brands expand to fill some downtown spaces

NFL sponsors are set to roll out their Super Bowl activation in downtown Indianapolis by taking over hotels, increasing support of Media Day and even offering tickets to Radio Row.

Budweiser is taking over a local hotel and rechristening it as the Bud Light Hotel, while what normally serves as the downtown Hampton Inn will host the parties for both EA and Playboy as well as a number of concerts.

Verizon (above) is among the NFL sponsors with a concourse at Lucas Oil Stadium.
Photo by: NFL
Pepsi is offering fans a chance to win Pepsi Max for Life at the NFL Experience fan fest, along with providing sampling opportunities and a football-themed obstacle course. There are also three nights of performances scheduled in Pepsi’s Fan Jam concert series.

In Lucas Oil Stadium, the NFL sold some of its corporate sponsors incremental sponsorships that will allow them to brand entire concourses. Mars’ Snickers brand, along with Verizon, Pepsi and Castrol, will have expanded stadium branding. For Castrol, that’s no small feat — considering that a competitor has naming rights to the building.

In the stadium bowl, those four brands will receive static and rotational signage along with scoreboard mentions, said Tracy Perlman, the NFL’s vice president of entertainment marketing and promotions.

Pepsi and Doritos (left) will double-team Indianapolis visitors.
Photo by: NFL
Elsewhere, there are the usual sponsor bus wraps and outdoor signage. Gatorade has expanded its sponsorship of Media Day to include backdrop branding for the Sunday postgame interviews. The Media Center, headquarters for about 5,000 credentialed journalists, is title-sponsored by Motorola, with Gatorade and Procter & Gamble brands also supporting.

Both Media Day and the Media Center are ticketed events for the public for the first time this year. StubHub had Media Day tickets listed for between $29 and $45 last week, and at least one website was attempting to sell suite tickets for Media Day at $750 apiece.

Within the Media Center, free tickets are being offered for up to 500 fans at a time to view from a visitors gallery at the NFL Network set and Radio Row.

General Motors is presenting the Super Bowl MVP with a Chevy Corvette Centennial Edition on the field after the game. Motorola, pushing its Droid Razr Maxx phone, is reprising its OCNN (Ochocinco News Network) with Jacksonville Jaguars running back Maurice Jones-Drew and Tampa Bay Buccaneers defensive tackle Gerald McCoy posing as journalists, since Ochocinco is at the game as a member of the Patriots. The winner of a Facebook promotion is assisting the OCNN crew. A tie-in with the local ESPN radio affiliate features daily Razr giveaways.

Van Heusen is leveraging its Institute of Style spokespeople — Steve Young, Jerry Rice and Deion Sanders — with ties created for each that will be part of a range of promotional giveaways, including tickets to EPSN’s Next party, of which it is a sponsor.

Many NFL sponsors are supporting the inaugural “NFL Honors” awards show, with host Alec Baldwin, which will air on NBC from 9 to 11 p.m. ET Saturday. Top-tier sponsors include Pepsi, Castrol, Van Heusen and Disney, which is pushing two films: “The Avengers” and “John Carter,” one of which will get a 90-second trailer within the show. Integration will be evident throughout the show, which the league hopes to establish as an annual event.

Also during the show, there will be numerous branded awards including the AP Coach of the Year presented by Xfinity, only from Comcast; and the Madden Most Valuable Protectors Award presented by Prilosec OTC.

Renie Anderson, NFL vice president of business development, said show sponsors will get on-stage branding and hospitality packages. Associate-level NFL corporate patrons sponsoring the show include USAA, Prilosec, Vicks, Bridgestone, Papa John’s and Comcast/Xfinity.

Before the NBC broadcast, the NFL Network will air a red-carpet show sponsored by Vicks.

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