Inside Super Bowl LIX: Insights, trends from time in New Orleans
The Super Bowl isn’t just a game—it’s a global stage where brands, organizations, and cultural movements collide.
This year marked my sixth year attending and participating in Super Bowl week. Now one month past—and able to properly reflect on this year’s occasion—I can say it was an amazing, event-filled experience, and one full of insights to bring back to The Martin Group’s New York offices.
From high-energy activations to meaningful industry connections against the backdrop of New Orleans, I was able to get a firsthand look at the trends shaping the future of marketing, promotions, advertising, media, and communications, and see firsthand how brands are making the most of the biggest stage in sports.
Here are some of my most valuable takeaways:
The power of immersive experiences
Brands aren’t just showing up during Super Bowl week; they’re there to pull fans in with deeper and more interactive engagements than ever before.
From real-time customized merch like HydroJug providing engravings at a luxury gifting lounge to Fanatics and Lids personalization cap stations, brands embraced hands-on engagement. They also offered interactive product demos, all aimed at creating lasting connections. Verizon’s FanFest was a prime example, spanning 30 NFL markets including a local stop at Buffalo’s Riverworks. Verizon offered a mix of connectivity, live entertainment, and athlete interactions; and this experience proved that access and interactivity are keys to creating brand loyalty.
The role of social media, viral moments
A great activation doesn’t stop at its event. It lives on through the shares, snaps, and stories enabled by social media.
No matter where you looked across New Orleans, every major brand that was part of Super Bowl LIX festivities leaned into social-first strategies, from Snapchat lenses and interactive booths and massive installations (see: the 60-foot Smirnoff tailgate) amplified brand presence far beyond New Orleans. Tubi’s Super Bowl livestream alone attracted 14 million viewers, proving that digital engagement is just as crucial as in-person activations, and essential for creating indelible moments every Super Bowl week is made of.
Community and purpose-driven branding
Beyond the glitz, glamour, celebrity parties—and, of course, the beignets, po’boys, and Bourbon Street—brands focused heavily on social impact.
Many teamed up with athletes and organizations to support community initiatives. More than ever, they were aligning with causes that resonate with NFL fans and the matters of today. Over 40 charitable events took place, focusing on youth wellness, social justice, and sustainability. One standout initiative was the NFL’s partnership with the Coalition to Restore Coastal Louisiana, which repurposed 59 tons of oyster shells to rebuild coastal habitats.
Why these things matters
Attending Super Bowl week in New Orleans was not just about being there. It was about gaining one-of-a-kind insights from the biggest sporting event in the world.
As I attended a wide range of events, discussions, and made new connections, it was clear that, approaching its 60th edition, Super Bowl activations are evolving. Looking back at the many opportunities to engage with industry leaders and activations firsthand, the experience allowed me to analyze brand strategies; consider how these strategies and learnings from their outcomes could benefit The Martin Group and its clients; and contribute to key events, such as the Sports Power Brunch.
Now in its sixth year, the Sports Power Brunch has become a premier event celebrating the achievements of women in sports and media. As part of the event team, I assisted with the media and red-carpet coordination. This event is so important for creating connections and showcasing the important role women have played (and continue to play) in shaping the future of sports. This year was no different, and was an indication of that leadership role only growing in the years to come.
Now weeks after the confetti has fallen within the Caesars Superdome, I can fully appreciate how each of these experiences have shaped my insights. In the coming months, these will certainly enable us to better advise our clients and ensure they stay ahead in the ever-evolving landscape of sports and marketing.
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