Editor’s note: This article was written by Terry Lefton and first appeared in Sports Business Journal, the industry’s leading source of sports business news, events and data.
At any Super Bowl, the question of how to be heard over the endemic commercial cacophony is one that’s paramount for marketers. Las Vegas perfected defining, dissecting and reselling marketing rights back in the days of the Rat Pack. Breaking through that clutter during Super Bowl Week will be nearly as difficult as driving the length of the Strip on game day.
“Typically, in a Super Bowl market you have 20 or 30 brands competing for attention, but this will be well beyond that,” said Nick Kelly, sponsorship chief at NFL corporate sponsor Verizon, which has spent heavily to ensure network reliability during the week. “You’ll be competing with the beast that is Las Vegas.”
There’s yin and yang for those mounting Super Bowl events in Vegas.
“Nothing [else] has the sheer tonnage of entertainment options,” said BeCore CEO Steve Dupee, working his 21st Super Bowl, with assignments including corporate hospitality programs in Vegas for Nike and Visa. “That extends to infrastructure also. We’re not having to ship in hedges from three states away.”
160over90′s NFL sponsor clients in Vegas will include Anheuser-Busch InBev, USAA, Visa and Marriott Courtyard, staging its “Super Bowl Sleepover” promotion for the eighth consecutive year, not including the COVID-affected game in 2021.
“There’s so much happening, it’s hard to own that market or even be heard above all the noise,” said 160over90 President Ed Horne. “What you’ll see this year is brands not necessarily trying to compete with each other, but just meeting their own needs.”
MKTG will be mounting some B2C efforts during Super Bowl Week. Its NFL sponsor clients include Toyota, which came on board in October, meaning the Big Game is its coming-out party.
“We know the noise is going to be huge, so we need to…
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