The brands performing at this year's Super Bowl are like a number of Pandemic winners.
3 min read
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A year ago today, no one would have predicted that attendance at the 2021 Super Bowl would drop to 22,000, with actual fans surrounded by paper clippings of fans and players cheered on by the recorded sounds of a live audience.
Due to the unforeseen challenges of Covid-19, the Big Game in 2021 will be a Super Bowl like no other. But what he lacks in live viewership he could make up for with new opportunities. As we've seen with almost every other sports tradition in these extraordinary times, the excitement of the fans will still be there.
In the week leading up to the matchup between the Tampa Bay Buccaneers and the Kansas City Chiefs, we may see some familiar aspects of a limited, fan-centric NFL experience, but without the hype we've gotten used to. Gone are almost all of the big parties, big activations, and big audiences that have grown exponentially with each iteration of The Super Bowl. Even Radio Row, which has become a staple of pop culture and celebrity recognition, as well as the NFL's Tuesday media availability for face-to-face interviews, will be drastically reduced or moved to a virtual environment, leaving plenty of media to cover the game from the game Afar this year.
While these changes can be a downer for sports fans, there are a few exciting things to watch out for this week before the Big Game and throughout Super Bowl Sunday.
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The future is here
Believe it or not, Budweiser, Coca-Cola, Pepsi, and even the avocados from Mexico are sitting outside this year. In their place is an exciting array of newbies and disruptors who haven't been seen near the Super Bowl since the crazy days of the dotcom era.
Cadillac and GM will be there, but instead of promoting traditional models, they will be promoting the electric cars of the future.
Then you have some of the clear winners from this pandemic-ridden era. DoorDash grocery delivery service, Mercari online marketplace, Fiverr online freelance platform and Chipotle will debut in front of the world's largest annual broadcast audience.
Another newcomer is Huggies, who airs the first diaper commercial during a Super Bowl. In the second quarter, babies who were born on the day of the match are shown.
Triller, the millennial music platform, will continue to advance TikTok with a special spot that dwarfs the growing connection between sports, music and pop culture. On the street it is said that this place is sure to be a focus of post-game discussions about virtual water coolers.
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