NFL Canada to host Super Bowl party

NFL Canada has announced the first league-sanctioned Super Bowl party in Canada, an event designed to reward the NFL’s Canadian sponsors.

NFL Canada has announced the first league-sanctioned Super Bowl party in Canada, an event designed to reward the NFL’s Canadian sponsors.
 
The party will feature an appearance by NFL legend Jerry Rice and provide activation opportunities for several of NFL Canada’s corporate partners, including Samsung, McCain Foods, EA Sports, Tourism Toronto and Rogers Communications.

The game between the Green Bay Packers and Pittsburgh Steelers will be shown on several Samsung televisions while attendees can also relax in “lounge” areas, watch highlights from NFL Films and play EA’s Madden NFL 2011 videogame.
 
Samsung will give away two televisions at the event, while McCain will award free pizza for a year in a prize draw. Other prize packs include Rogers’ NFL Sunday Ticket television package and tickets to 2011 regular-season games.
 
Dan Quinn, managing director of NFL Canada, said the party gives the league’s Canadian partners a chance to leverage the Super Bowl at home.
 
“One of our challenges each year is that our sponsors, broadcasters and licensees want to get access to Super Bowl tickets, and there’s only so many tickets available,” said Quinn, who added that most of the sponsors involved in the party have been league partners for several years. “From a hospitality perspective, people said that if there was an opportunity to create some type of event in Toronto that partners could be associated with, it might work.”
 
Helping NFL Canada to organize the event is the Vision Group, which created the Molson Canadian Hockey House for last February’s Winter Olympics in Vancouver.
 
Quinn added that although members of the general public will be in attendance, the event is geared primarily toward the league’s business partners.
 
“It’s something that was really designed more from a corporate perspective, but there will be a fan element as well.”
 
NFL International has hosted annual Super Bowl parties in England and Mexico in previous years, but 2011 marks the first year that Canada has been included.
 
“We thought that, given the success of other corporate hospitality events that we’ve seen, it made sense for us to try to do something like that in Canada.”

Brands Articles

Future Shop stores closing, some converting to Best Buys

Closure will result in the loss of 500 full-time and 1,000 part-time jobs

CMOs want the “brand” back in branded content

At IAB Engage, marketers for Molson, Kraft, Cara Foods talk branded content strategy

Airbnb signs deal to sponsor 2016 Rio Olympic Games

Online community is the Games' first alternative accommodations sponsor

Grey Canada gets a shot at Tequila Herradura

Brown-Forman brand awards digital CRM and below-the-line duties to WPP shop

Metro pairs fashion with food

Grocer partners with fashion magazine Flare on food-focused marketing campaign

Activia kicks off campaign with world record attempt

Yogurt brand positions itself as a "lifestyle partner" through Rogers Media partnership

HBO Canada gives fans a chance to sit on the Iron Throne

Selection of Game of Thrones products available at Toronto pop-up shop

Frank & Oak push pop-up competition in the U.S.

Montreal-based retailer is giving consumers the power to pick temporary locations

How to create an engaging flyer

Expert Patrick Rodmell shares five best practices that apply to all retail sectors