Event Marketer Spring 2023 - 36

FIELD REPORT
BRANDS GO THE DISTANCE
AT SUPER BOWL 57
How mini festivals, collaborations and moments of hospitality
dotted the sponsorship landscape in Glendale, Arizona
By Kait Shea
SUPER BOWL 57 at State Farm
Stadium in Glendale, AZ, was an affair to
remember, from the Kansas City Chiefs
clinching a victory over the Philadelphia
Eagles in the final minutes of the game,
to Apple Music replacing Pepsi as the
halftime show sponsor and unleashing
Rihanna after a four-year hiatus, to Tubi
pranking us all into thinking someone in
the room sat on the TV remote.
But for fans on the ground, the brand
action leading up to the big game on
Feb. 12 was equally compelling. Between
36
EVENT MARKETER SPRING 2023
standalone events around the city, the
Super Bowl Experience presented by
Lowe's at the Phoenix Convention Center
and at Hance Park, the Bud Light Super
Bowl Music Fest and myriad other fan
events and experiences (like sponsored
mini-festivals Gronk Beach and Guy
Fieri's Flavortown Tailgate), there was no
shortage of experiential programming to
huddle around.
We tackle the sponsorship activations
that went the distance for the biggest
sporting event of the year.
ANHEUSER-BUSCH
Anheuser-Busch once again had an
extensive Super Bowl presence, offering a
slate of fan experiences from several A-B
brands (check out the Michelob x Netflix
experience on pg. 37). That included the
three-day Bud Light Super Bowl Music
Fest, which encompassed nightly performances
by artists like Paramore and Dave
Matthews Band, and a look at downtown
Phoenix as an entertainment destination,
thanks to efforts from the NFL's official
hospitality partner, On Location.
eventmarketer.com
IMAGE CREDITS: SUPER BOWL 57 HOST COMMITTEE; TOSTITOS (FACEBOOK.COM/TOSTITOS); @NN_ZZO

https://www.FACEBOOK.COM/TOSTITOS http://www.eventmarketer.com

Event Marketer Spring 2023

Table of Contents for the Digital Edition of Event Marketer Spring 2023

Event Marketer Spring 2023 - 1
Event Marketer Spring 2023 - 2
Event Marketer Spring 2023 - 3
Event Marketer Spring 2023 - 4
Event Marketer Spring 2023 - 5
Event Marketer Spring 2023 - 6
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_june-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_september-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-fall-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-september-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-march-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-december-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-august-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-april-2020
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