The Big Game Denny’s Pays Significantly Less Than $5.6M for Its Big Game Spot The catch: It was actually a parking spot The diner-style restaurant chain parked its iconic booth outside Hard Rock Stadium Sunday Denny's By David Cohen February 2, 2020 Denny’s finally took the plunge and ponied up for a Big Game spot—as in, a spot in the parking lot of Hard Rock Stadium during Super Bowl LIV. David Cohen david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily. Recommended videos