Royal Caribbean Is Title Sponsor Of Super Bowl's Halftime Show

Nora FitzGerald
WASHINGTON, D.C.–Royal Carib-bean International (RCI) is spending a total of $10 million on the Super Bowl this year, but not on the game–it is making its big play during intermission.
The Miami-based parent company of Royal Caribbean Cruise Lines and Celebrity Cruises paid NBC $5 million to be the title sponsor of the glitzy halftime show at the Jan. 25 game. RCI will also use the prime airtime to push its $3-5 million national sweepstakes promotion.
The project is being developed by RCI’s agency, McKinney & Silver of Raleigh, N.C.
“RCI was looking for an opportunity to showcase both its Royal Caribbean and Celebrity brands,” said Don Maurer, president of Mc-Kinney.