PASADENA, CALIF. - The Super Bowl is charging into town with the NFL's newest entertainment marketing ploy in tow: a 'theme park' event held outside game gates called the NFL Experience, which for the second year 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. American Express Travel Related Services is the presenting sponsor of the NFL Experience, which will be the location from which the NFL airs its annual Super Bowl Saturday Night TV 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.
Copyright Adweek L.P. (1993)