PASADENA, CALIF. – The Super Bowl is charging into town with the NFL’s newest entertainment marketing ploy in tow: a ‘theme park’ event, held at the Rose Bowl, called the NFL Experience. It will bring sponsorship opportunities for national NFL advertisers and their local partners.
Designed for fans who can’t find or afford Super Bowl tickets, the 750,000-square-foot event involves more than 50 sponsors and 75 exhibits, including interactive games, autograph opportunities, NFL merchandise and educational displays.
‘It allows us an opportunity to get closer to our fans,’ said Don Garber, vp of business development, NFL Properties. ‘It also gives our national sponsors an opportunity to promote a major Super Bowl event on the local level.’
American Express Travel Related Services is the presenting sponsor of the NFL Experience, which will be the host site of the NFL’s annual Super Bowl Saturday Night television special.
Coca-Cola, Foot Locker, Lay’s Brand Potato Chips, Miller Brewing Co., Starter, Upper Deck and Frito-Lay are associate sponsors, tying in with local promotions. Frito-Lay will run local ticket giveaways with Albertsons, Ralph’s and Lucky, for example.
There’s also a promotion going on inside RTD buses, where passengers can find discount coupons for the NFL Experience.
To raise awareness of the event, the NFL has blitzed L.A. with a several-million-dollar ad campaign, executed primarily through tradeouts with Gannett and TDI for billboards and bus shelters.
Copyright Adweek L.P. (1993)
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