For now, and until Lionel Messi indicates otherwise (with his impressive impact from Inter Miami), “American football” – as Americans call it – continues to be the unbeatable sport in popularity in that country. And with an immovable date, the second Sunday of February, in this case the next 11marked for its central event: the Super Bowl, the grand finale.
Of course, the aura of Messi himself and the other star of astronomical media proportions of the last year, Taylor Swift, will be around this time in the final, starring the defending champion, Kansas City Chiefs, y San Francisco 49ers.
It happens that Messi – who is on a pre-season tour with his football team – stars in one of the commercials that will be broadcast during the game. And the Nashville diva, who shook Buenos Aires and so many cities with her 2023 shows? She wouldn’t go either, since the Eras Tour has a scheduled date in Tokyo… But Taylor Swift has her place assured since her boyfriend, in the most media couple in the world, Travis Kelce, is one of the stars of the Chiefs.
The Kansas team arrives for fourth time to the final in the last five yearsafter winning the American Conference title over Baltimore, in what marked a television audience record for American football broadcasts (with Taylor and Kelce’s kisses included at the time of the celebrations).
San Francisco, another team with great tradition, defeated the Detroit Lions in the National Conference definition. Both They will collide on Sunday from 8:30 p.m., Argentine time, for the 53rd. edition of the SuperBowl for the Vince Lombardi Trophy at the Allegiant Stadium in Las Vegas, Nevada, with capacity for 65 thousand spectators. The classic halftime show, which usually brings together the main pop figures, will this time feature Usher and DJ Tiesto, an explosive duo.
Those trying to get a last minute ticket will have to pay resale tickets ranging from $6,000 to $10,000. A record, like so many that are broken in each edition of the SuperBowl. The most expensive resale tickets, until now, had been paid three years ago for the final in Tampa, Florida, when the stadium’s capacity was limited by the pandemic.
The game itself is only a part – important, key, of course – of a true commercial paraphernalia, but it mobilizes the venues in every sense. Last year, the impact of that weekend in the Phoenix, Arizona area – where the Chiefs defeated Philadelphia – was billion dollars, figure that will surely be surpassed now. In Miami 2020, 570 million had already moved, in addition to 4,500 jobs being generated.
The hotel capacity is overwhelmed, the marketing is overwhelming and the movement of restaurants and different attractions is unmatched by any other event of the season.
The Las Vegas hotels have now taken advantage of it and a night for this weekend in some of their “luxury” hotels such as the Bellagio or the Fontainebleau costs One thousand dollars.
The television broadcast will reach more than one hundred countries, while the SuperBowl broadcast will spread on the networks. In the United States alone, that same audience rose from 91 million in 2021 to 115 million last year, something that is expected to be surpassed now. According to AdMetro’s report in USA Today, both CBS and Fox, in charge of that coverage, charged 7 million dollars for 30 seconds of advertising in last year’s broadcast (6.5 million in the 2022 Superbowl). Both chains assured that they have all their spaces sold.
“Messi’s ad for Michelob beer – noted The New York Times – It will be one minute, 14 million, at least, in cost.”. Ricardo Marques, executive of the brewery, confirmed the announcement to the AP and said that “having the best of all time, Lionel Messi, and the SuperBowl stage to kick off the year in an explosive way is something that excites us.” incredibly. No introduction needed. The power he has, the impact that his arrival in Miami had in the world of football and beyond make it clear to us that It is now a cultural symbol”.
Taylor Swift’s influence in the current championship, which ends on Sunday, was already beyond doubt, even if it was a nuisance for rival Kansas teams, with the singer’s image taking over all the coverage. Many others take advantage of it. For example, American Airlines offers this week the exclusive “1989” flight between Kansas and City and Las Vegas, in tribute to one of the emblematic albums for Swifties. And another of the flights has the number “87”, the same one that Travis Kelce wears on his clothing. By the way, the champion with that same number that Taylor Swift displayed to enter the field and congratulate her boyfriend is already breaking sales records: it is the creation of Krystin Jusczyk, a designer… wife of Kyle, the Chiefs’ rival in the Superbowl.
Also, it is estimated that 73 million Americans – one in five adults – will place bets on this game, another expansive market. They are figures from the American Gaming Association. Already last year, US fans spent $106 billion on sports betting (16 billion on the SuperBowl).
“American football” is not derived from “our” soccer – the most popular sport in the world – but from british rugby, but it has expanded towards these astronomical figures for half a century. In the midst of the tension or euphoria over the SuperBowl, little will be said about its physical risks (even the warnings keep coming) and perhaps, for us, everything is closer than what came to us via cinema. Like Jerry Maguire, with Tom Cruise, or what is probably the best among the films filmed about this activity: “Any given Sunday”, with a huge Al Pacino.
2024-02-03 04:30:00
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