'Embrace the winter': Super Bowl XLVIII Update

Super Bowl XLVIII Update


Adam Harter, Pepsi Beverages Co.
Alfred Kelly, NY/NJ Super Bowl Host Committee
Frank Supovitz, NFL

Plans for activation and engagement around Super Bowl XLVII – the first cold weather Super Bowl – in New York/New Jersey on Feb. 2 was the focus of the opening panel of the second day of the ’13 Sports Marketing Symposium. While the weather could pose challenges, NFL Senior VP/Events Frank Supovtiz said the league “wanted to make sure we’re prepared for winter, but we also want to put our arms around it and really embrace the winter.” The most unique attraction of Super Bowl Boulevard, which will stretch down Broadway Ave., will be toboggan rides. Supovitz said it was important to find a way “to break through the clutter of this incredible marketplace.” It also was important to the NFL to involve the local business along Broadway. Supovitz said the league “made a decision very early on that we were not going to sell retail merchandise or sell food and beverage on the boulevard so the local business could do that.” In addition, the local Macy’s is going to have a full-scale Super Bowl retail store on its fourth floor. In terms of sponsorship, New York/New Jersey Super Bowl Host Committee President & CEO Alfred Kelly said the roster as of this morning boasts about 106 partners, and the committee has raised “in the neighborhood” of $60M for the event.
Pepsi is sponsoring the Super Bowl halftime show again this year, and Pepsi Beverage Co. VP/Marketing & Consumer Engagement Adam Harter said, “We decided with the NFL – because it is such a huge investment for us – that we need to leverage that even more.” He added, “Part of our discussion around the NFL was how do we make sure halftime isn’t just 12 minutes that happen on the day of the game, but is an event that we can create anticipation and excitement for all the way from kickoff right through the game itself and hopefully create a conversation after the game that is a positive one.” The company this year was able to announce Bruno Mars as its halftime performer more than three months ahead of last year’s announcement, and that has allowed it to launch an “Are You Fan Enough” campaign as a leadup to the event. Harter added that the company is in the process of building a global brand identity, and one of the challenges for the Super Bowl will be involving the Frito Lay, Gatorade and Tropicana brands to “make sure this comes together as a true Pepsi Co. event.”

QUICK HITS:

*Harter, on the importance of the halftime show: “The Super Bowl is not just about having the largest sports event in the country, but this is also the single largest music event. So we use that as a great example of how we can bring those music and sports platforms together. ... The two things that help grow our brand equity is being part of the music culture and part of the sports culture. This is the one chance to bring them together. “

*Kelly, on easing transportation concerns: “We are creating - the NFL and the host committee - bus programs for all of our big sponsors. That’s going to take care of 15,000 people that go there, and we’re creating something we’re going to call the Fan Express, which is going to be where we’re going to set up scheduled bus stops in Manhattan and different parts of New Jersey where people can pick up the bus.”

*Supovitz, on what will make the Super Bowl successful: “Full stadium at the end of the game; great ratings; competitive game; a little light snow during the course of the game, falling and caught by the lights that have stayed on the whole time.

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Related Topics:

Super Bowl, NFL, ATT

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