The Super Bowl is not just about the game any more. It’s all about corporate synergy and promoting your corporate assets to a clientele that might not otherwise watch your networks. In the case of NBCUniversal, it’s all about what it calls a “Big Event” strategy, promoting an event not just on NBC Sports programming on the NBC television network, NBCSN and even Golf Channel, but also on non-sports networks such as Bravo, CNBC, E!, MSNBC, USA and across the over 20 TV networks, theme parks and other properties comprising the company.
There will be several NBCUniversal programs that will originate from Phoenix, AZ where the NFL will base its headquarters during Super Bowl week leading up to the Big Game on February 1. This includes entertainment-based shows Access Hollywood, E! News, Today and the Tonight Show. Since the Super Bowl is a sporting event, what about NBC Sports? Will it establish a base in Phoenix? Absolutely.
Despite not having anything to do with the Super Bowl, NBC will have NHL Live and even Premier League Live airing from Arizona during the week. Yes, personalities like Keith Jones, Rebecca Lowe, Liam McHugh, Mike Milbury and the two Robbies (Earle and Mustoe) will do their shows from Phoenix as a way to tie into the Super Bowl. Golf Channel will also have a team in Arizona as not just the Super Bowl will be played that week but also the PGA Tour’s Phoenix Open making it a big sports week in the Valley of the Sun.
The Dan Patrick Show will be broadcasting all week from Glendale, the site of Super Bowl XLIX and be seen on NBCSN.
On January 26, the Today Show will set up its presence from the Super Bowl so you’ll see Al Roker, Josh Elliott and others report from Arizona.
Late Night host Seth Meyers will host the annual NFL Awards the night before the Super Bowl and NBC’s parent company, Comcast is a corporate sponsor of Super Bowl Saturday Night.
So with NBC spending heavily for NFL rights, this is a way to get a bang for its bucks. And this isn’t the first time networks have used the Super Bowl to launch a corporate-wide campaign. Last year, Fox used the New York-based Big Game to draw attention to Fox Sports 1 and in New Orleans, CBS had programs like The Talk, CBS Evening News and CBS This Morning based from the Crescent City throughout Super Bowl Week.
It’s all about drawing attention to the rightsholder and with Super Bowl 50 on CBS next year, expect an even bigger strategy tying in its networks in 2016.
[Variety]
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About Ken Fang
Ken has been covering the sports media in earnest at his own site, Fang's Bites since May 2007 and at Awful Announcing since March 2013.
He provides a unique perspective having been an award-winning radio news reporter in Providence and having worked in local television.
Fang celebrates the four Boston Red Sox World Championships in the 21st Century, but continues to be a long-suffering Cleveland Browns fan.