Tala Kamal

18045366
Overview of the
Superbowl LIV
What is the Superbowl?
• Superbowl is an annual American football championship of the National Football
League (NFL), that has been taking place every years since the 1966.
• It has been the most watched television program in America and the second most
watched program worldwide with with 100.45million to 102.1million viewer (NFL,2020)
watching throw the television channel Fox (statista,2021).
• In 2020 it took place on the February 2nd at the Hard Rock Stadium in Miami
Gardens , Florida(NFL,2019).
• In addition to the players a lot of celebrities participate in different parts of the
events such the singing the national and coin toss , and the half time show . In the
year 2020 Demi Lovato , Jennifer Lopez , Shakira , Bad Bunny , J Balvin , and Charles
E. McGee all participated in the event(NFL,2019).
• The Price for the tickets range between $4,220 to $60,000(NFL,2019).
 Concept

• Event idea -scope

oTarget audience

The super bowl has a gaining audience with the average age bing 48.7 and s for the other young adult demographics, the Super Bowl had a

26.0 rating in adults 18-34, off 9% from last year (28.6) and 21% from 2017 (32.9). It scored a 34.6 in adults 25-54, down 6% from last year

(37.0) and 15% from 2017 (40.5) (Alona, Iceksonb & Ami, 2019).

oCommercial forecast (ROI/Risk)

Buying the tickets online , then the customer is sent an online ticket which they only have to scan faster and potential to reduce lines

• Potential stakeholders

oPartners

Nickelodeon in order to attract kids

oParticipants

Around 65,000 fan which was the largest NFL event.

oFinancial support and Sponsors

According to the NFL website in 2020 the super bowl have over 30 sponsors but the top five most visible sponsors at the annual  National

Football League (NFL) championship game were Verizon, Pepsi, Bud Light, Gatorade and DraftKing.

Super Bowl LIV marks Pepsi's eighth year as title sponsor of the Super Bowl Halftime Show and 18th year as an NFL partner.

• Logistics overview

oVenue

(Clifford, 2020) Hard Rock Stadium in Miami, Florida

o Risk & safety

Collapse of the event and any liabilities

Injurie of any of the half time show performers

Fire works hazard

Pre-game airplane flyover

Terrorist attack prevntation and response

Crowed management (cooperation with the police)

o Programme

One day event which took place on Feb 2

Schedule : National Anthem , Coin Toss , First Half, Halftime show ,and Second Half , and award ceremony

o Finance

The super bowl is financed by the NFL and other spouncers

• Marketing

o Unique form of advertising

The Super Bowl ads are the champions of all advertisement.

Very expensive and in 2020 30sec I costs $5.6M (Raithel, Taylorb and Hockc, 2016).

According to Adgate ,(2021) 22% of the super bowl viewers watch the super bowl for the ads.

People are very interested in the ads because they have a lot celebrities and

o Everyone watches

Super Bowl spent $435Million on advertising is 2020. TiKTok was used to advertise (it mostly reaches young people)

Super Bowl is also the top Hashtag on twitter the day of the super bowl and around that day.

Sponsorship

Superbowl has over 30 spounsers bit the big five are Verizon, Pepsi, Bud Light, Gatorade and DraftKings.

o Tickets range $4,220 to $60,000.

Two types of tickets e-ticket and a tangible ticket which both have a bar code that can be scanned
(NFL,2020)
o Partnerships

The NFL has a partnership with Nickelodeon to attract kids (NFL,2020)

oParticipants

Sports commentator

Both teams (Nickelodeon, 2019)

Emergency staff/Firs Aid (FOX Sport, 2019)

oAttendees
Audience

oStakeholders

Shareholders

Nickelodeon (Partnership)

Streamers and Fans

The Giving Back Fund (Charity)

(Clifford, 2020)
Termination
• Event

o Break down / clear of venue or site

Everyone leaving and checking on one is left

Packing and cleaning ( Sustainable by implementing the super bowl environmental program)

• Marketing

o Thank you to stakeholders & team

Thanking the whole team including the stakeholders in order to increase motivation.

o Pre-sales/promotion for next event?

Advertise per ordering tickets early and getting discounts or any other advantages

• Evaluation

o Event success criteria?

Evaluation and analysing the event in order to decide what needs to be the same in the next
event and what needs to change in order for the event to improve and reach its full potential
 Reference List
1.Adgate, B., 2021. Facts About Super Bowl LV: Advertising, Ratings, Halftime Show And Tom Brady. [online] Forbes. Available at: <https://www.forbes.com/sites/bradadgate/2021/02/01/facts-about-super-bowl-lv-advertising-ratings-halftime-show-and-tom-brady/?sh=1defade07da7>

[Accessed 23 March 2021].

2.Alona, A., Iceksonb, T. & Ami, A. (2019) Sport Management Review , Team identification and sports fandom as predictors of fan aggression: The moderating role of ageing. 2nd edition. [online]. [Accessed 24 March 2021].

3.Clifford, C. (2020) This is the view from most expensive seats at Super Bowl LIV in Miami—and they cost $35,000 each. Available from: https://www.cnbc.com/2020/01/31/photos-view-from-most-expensive-seats-at-super-bowl-liv-in-miami.html [Accessed 25 March 2021].

4.FOX Sport, 2019. Buck, Aikman, Pereira, Andrews & Myers Lead FOX Sports NFC Championship Coverage | Fox Sports PressPass. [online] Fox Sports PressPass. Available at: <https://www.foxsports.com/presspass/latest-news/2019/01/17/buck-aikman-pereira-andrews-myers-lead-

fox-sports-nfc-championship-coverage> [Accessed 24 March 2021].

5.Gough, C., 2021. Most watched sporting events in the U.S. 2020 | Statista. [online] Statista. Available at: <https://www.statista.com/statistics/619023/number-tv-viewers-sporting-events-usa/#:~:text=According%20to%20the%20source%2C%20the,viewers%20in%20the%20United

%20States.> [Accessed 23 March 2021].

6.Gough, C., 2021. Super Bowl 30-second ad costs 2021 | Statista. [online] Statista. Available at: <https://www.statista.com/statistics/217134/total-advertisement-revenue-of-super-bowls/> [Accessed 23 March 2021].

7.Graham, B., 2018. NFL stadium food: cheese, meat and the $75, 7lbs burger – in pictures. [online] the Guardian. Available at: <https://www.theguardian.com/sport/gallery/2018/sep/08/nfl-stadium-food-2018> [Accessed 23 March 2021].

8.Journal of Communication, 1975. Super Bowl: Mythic Spectacle. Journal oj Communication. [online] Oxford: Oxford University Press, pp.1-13. Available at: <https://sites.psu.edu/wp-content/uploads/sites/4578/2015/01/Real-Superbowl_Mythic_Spectacle.pdf> [Accessed 22 March

2021].

9.Mander, J., 2015. NFL Fans Profiling the demographics, attitudes and digital behaviors of NFL fans. NBL Fans. [online] London: GlobalWebIndex, pp.1-19. Available at: <https://cdn2.hubspot.net/hub/304927/file-2395712248-pdf/Reports/NFL_Fans_Audience_Report_Q1_2015.pdf?

submissionGuid=e7c143b7-d707-41eb-b9ca-24d2264b2766> [Accessed 22 March 2021].

10.NFL, 2019. [online] NFL.com. Available at: <https://www.nfl.com/super-bowl/halftime-show> [Accessed 23 March 2021].

11.Nickelodeon, 2019. Nickelodeon Super Brawl World Action Game. [online] NICK UK. Available at: <http://www.nick.co.uk/games/nickelodeon-super-brawl-world/s1ri7l> [Accessed 23 March 2021].

12.Pielachty, H et al (2017) Events Project Management. Oxford: Routledge.

13.Pinto, J. (2019) Project Management: achieving competitive advantage. UK: Pearson.

14.Raithel, S., Taylorb, C. and Hockc, S., 2016. Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effects. 9th ed. [ebook] Elsevier, p.4. Available at:

<https://www.sciencedirect.com/science/article/abs/pii/S0148296316301011 > [Accessed