The National Football League, the greatest marketing machine in the Western Hemisphere, held it’s biggest event of the year a few Sundays ago in Indianapolis. The Super Bowl has become known not just for the game, but for its ability to become the epicenter of North America, for one week every year wherever it is held. This year the New York Giants and New England Patriots faced off on February 5, 2012 for the NFL title, but the real game came well before those two teams faced off to see who would be hoisting the Lombardi Trophy.
The NFL schedules the Super Bowl two weeks after the NFC and AFC champions are crowned for several reasons. The first, being for the scheduling of travel arrangements for the teams participating in the game and their respective families. The second, being to drive up the hype for the game by using the media to keep the NFL in the spotlight and in the hearts of its fans.
This year Indianapolis became one of the few cold weather cities ever to host a Super Bowl. Lucas Oil Stadium, the home field of the Indianapolis Colts for those that have never been there, is one of the most beautiful stadiums you will ever see. The sight lines from every seat in the stadium are breathtaking, making every fan feel as if they have the best seat in the house regardless of where they are sitting. The stadium is decorated with murals and photographs of Peyton Manning everywhere you look making it clear that this is the house that Peyton built. Unfortunately, the way it looks now Peyton may have played his last game as a Colt, but that is a story for a different day.
The NFL adopted new policies during several of the pre-game events. The first being the selling of tickets to the media day event. This event is set to give the media covering the event access to the players for a specified amount of time, helping to fill notebooks and tape recorders for that week’s news stories. The bigger the star the bigger their presence at media day. Eli Manning and Tom Brady are supplied with a podium, microphone, and signage to identify them. The unknown offensive lineman is left wandering and hoping someone notices them and wants to hear what they have to say. Now that it is open to the public, for a fee, the event has more professional autograph seekers present than media.
The other event that the NFL opened to the public was radio row in the media center. Every year the NFL designates a hotel or convention center for the media to use as a base of operations. The Super Bowl media center is where every public relations guru wants to be, pushing their movie, book, or whatever project they may be involved in. Where else can you see Tim Tebow, swimsuit model Kate Upton, and comedian Adam Sandler standing within a few feet of each other. This year the general public was allowed into the center of the radio area and were now able to watch the who’s who of entertainment and sports making the rounds at all of the different broadcast tables. While I am sure that the fans were glad to have this look behind the curtain, it just made an already chaotic event that much more difficult for both the broadcasters and their guests. While most fans in attendance were respectful, there were professional autograph seekers with duffel bags full of items, looking for autographs to sell on eBay. After seeing these professional stalkers in action, I can see why some celebrities now refuse to sign autographs for fans. It appeared that the bigger the broadcaster, the larger the space they were allotted in the center. The Jim Rome Show, Sirius NFL Radio, and ESPN had the largest areas on radio row, while some of the smaller 1000 watt AM radio stations were left with a five-foot table and just happy to be in the room. The biggest thrill was not meeting Curt Shilling, Adam Sandler or any of the other celebrities in attendance, but instead the realization that if you had a media credential you could take all of the bottled water, coffee or ice cream sandwiches you could consume. Now I know how the other half lives.
The Super Bowl’s biggest fan event that week was the NFL Experience at the Indiana Convention Center. The NFL set up several events in the convention center, including events where you could test your throwing and kicking ability — all for a twenty-five dollar daily entrance fee and the signing of a liability waiver. The event was a football fan’s dream with appearances by the biggest stars in the game, including Drew Brees, Cam Newton, Tony Gonzalez and many others. They signed autographs and took pictures with fans, for get this, no additional fee. The only drawback was that the average line to wait for one of these free autographs was over an hour and for the bigger stars, such as Drew Brees, well over two. It was at this event that I realized that I, like many more of the fans inside, had become hypnotized by the machine known as the NFL. Throughout the convention center there were refreshment stands set up because you were not allowed to bring any type of food or drink inside, which was enforced by event security through intense bag checks. When I felt parched, I approached a refreshment stand and asked for a Pepsi, which was in a twenty-ounce bottle. The worker at the kiosk said that the Pepsi cost four dollars. With a smile on my face, I handed over a five-dollar bill without a complaint. As I turned away from the refreshment stand it crossed my mind, if I had been anywhere else and they told me a Pepsi cost four dollars, I would have complained and walked out just on principle. However, the NFL had all in attendance somehow hypnotized into thinking this drink deal was a bargain. I did draw the line at the twenty-dollar popcorn bucket that was smaller than medium size movie popcorn. The best way to describe the NFL Experience would be Disneyland for football fans. You will have a great time, be exhausted when it’s over, and horrified when you later realize how much you spent.
Super Bowl week is also known for its collection of celebrity parties. Several organizations hold events for charity and deliver as promised, such as Ron Jaworski’s Jaws Youth Playbook foundation and the Gridiron Greats. Events like those bring fans together with celebrities for a good cause. These organizations leave the fans in attendance fulfilled with the experience of meeting their childhood heroes, while raising money for a good cause.
On the other hand, for every great organization looking to raise money for charity, there is a party promoter trying to pull a fast one. All through the city you will hear of events where the top celebrities will be partying and you too can attend these exclusive events if you are willing to fork over $500 to $1500. Many of these parties have fine print on the admission ticket saying that the celebrities listed on the ticket were only invited and that there was no guarantee they would actually attend. Most pre-Super Bowl parties are bait and switch events where you have horrible bar food, bottom shelf liquor and a wave from a B-list celebrity, who leaves as quickly as they entered, often collecting a cash envelope for that brief appearance. I would recommend that if you have any intention of attending the Super Bowl that you thoroughly research events and look for feedback from others that have attended the parties thrown by these organizations/promoters in the past.
Now to the big game, which after all of the hoopla and exhausting events on the days leading up to the main event, now almost seemed secondary. The price gouging in Indianapolis on game day was incredible with parking garages around the stadium charging $200 to park. To avoid the obscene parking prices, many fans took taxis to the stadium. A quarter-mile ride was twenty dollars, but seemed a bargain to the parking cost. The security to enter a Super Bowl stadium took hours to navigate and is just as strict as what the TSA employs at major airports. Many fans enter the stadium up to four hours early just to make sure they are inside for kickoff. Just imagine if you had to get 70,000 people through a TSA checkpoint at the airport in time for a flight. If you try to get in less than an hour before kickoff, odds are you will miss most of the first quarter. Despite all of the difficulty getting in, the game did not disappoint with the Giants hoisting the Lombardi Trophy. As soon as the confetti fell, the battle to get home began. The taxis lined up outside Lucas Oil were trying to charge fifty dollars for the same ride I paid twenty dollars for just hours earlier. After haggling and the threat of calling a state trooper, who was working the security detail, over to the taxi the price dropped considerably. As fast as the city of Indianapolis became the center of the world, it just as quickly emptied and within a day was back to business as usual.
The events before the Super Bowl are each an event unto themselves. If you have the opportunity to ever attend “The Big Game”, be prepared, be rested and have a wallet full of cash and an available credit line. While I am still a huge fan of the game of football, the look behind the curtain has opened my eyes to the fact that it is really only a business. While you can love the NFL with all of your heart, it will only really love you back if you have enough money. Knowing that, I still plan on watching football every Sunday next season, but now with my eyes wide open and one hand firmly on my wallet.