Posted by: John S Kiernan

The Minnesota cold may take some getting used to, but Super Bowl LII (52) will feature plenty of familiar faces and traditions. Tom Brady, Bill Belichick and the New England Patriots are making their second straight run at the Lombardi Trophy in their eighth appearance in the big game since 2002. Millions of people will tune in on television, as usual. And we’ll again consume more than a billion chicken wings while watching hundreds of millions of dollars’ worth of commercials with a bit of football mixed in.

Lurking behind the standard hoopla, however, are an unusual setting, an upstart and an unanswered question. The Twin Cities are hosting for just the second time, in the sixth Super Bowl held in a cold-weather locale. The Philadelphia Eagles are set to make just their third Super Bowl appearance, in search of their first victory, after losing efforts in 1980 and 2004. And everyone wants to know whether the birds from the City of Brotherly Love will fly high enough to turn Patriots into prey or wind up winded in crunch time once again.

Only time will tell which team ends up going to Disneyland. But we can certainly get you prepared for the action in the meantime. Below, you’ll find an awesome infographic with our favorite factoids and tidbits about Super Bowl LII, plus a Q&A with a panel of leading sports business experts. Enjoy the game!

{article_social_buttons}

Ask the Experts

For additional insight into the business of the big game, and the NFL more generally, we posed the following questions to a panel of leading experts. You can check out their bios and responses below.

1. Who's your pick to win?
2. What kind of economic impact do you expect the Super Bowl will have on Minneapolis Area?
3. What trends do you expect from the commercials this year? Is Super Bowl ad time an effective investment for companies?
4. What are the biggest issues facing the future of the league economically?

< >

• Paul H. Haagen Professor of Law & Associate Dean for International Initiatives and Director of the Center for Sports Law and Policy at Duke University School of Law
• Timothy de Waal Malefyt Clinical Associate Professor of Marketing and Consumer Insights Academic Advisor in the Gabelli School of Business at Fordham University
• Gerard J. Tellis Director of the Center for Global Innovation, Neely Chair in American Enterprise and Professor of Marketing, Management & Organization in the Marshall School of Business at the University of Southern California
• Lee H. Igel Clinical Associate Professor in the Tisch Institute, Co-Director of Sports & Society and Associate of the Medical Ethics Division at NYU School of Medicine
• Jordan Kobritz Professor and Chair of the Sport Management Department at SUNY Cortland and Former Attorney
• James R. (Jim) Lackritz Emeritus Associate Dean for Academic Affairs in the College of Business Administration and Emeritus Professor of Management Information Systems at San Diego State University
• J. Garry Smith Assistant Professor of Marketing in the College of Business at the University of Houston Downtown
• Candy Lee Professor of Integrated Marketing Communications in the Medill School of Journalism at Northwestern University

Paul H. Haagen Professor of Law & Associate Dean for International Initiatives and Director of the Center for Sports Law and Policy at Duke University School of Law Who's your pick to win? Patriots – I think the Las Vegas line is about right. What kind of economic impact do you expect hosting the Super Bowl to have on Houston Area? I suspect that if there is a rigorous accounting for crowding effects that it is likely to be far less than boosters claim. The prestige and psychic benefits will be significant. How many Super Bowls do you ultimately expect there to be? What are the biggest issues facing the future of the league? In the short to medium term, the NFL is likely to be the dominant sports league in the United States, and its great showcase event, the Super Bowl will remain immensely popular. Projecting beyond that would be hubris. Throughout history, sports have gained and lost popularity, and there is no obvious reason to think that the NFL will somehow be immune to the vicissitudes of taste and fortune. The League grew along with television. How well it will adapt to new and emerging forms of communication and social interaction is yet to be determined. Timothy de Waal Malefyt Clinical Associate Professor of Marketing and Consumer Insights Academic Advisor in the Gabelli School of Business at Fordham University What trends do you expect from the commercials this year? Is Super Bowl ad time an effective investment for companies? Ads seek to generate brand awareness, differentiate from other brands, create relevance, develop a story (narrative) and foster loyalty. Super bowl ads deliver on all these. It's not an occasion for delivering the same ol’ message, but more of a “reset” or “refresh” button for brands. We'll likely see deep anthemic ads controversy ads, brand battles, as this is the time/place/occasion to get people to reconsider your brand in a new way. In fact, the consumer is already primed (emotionally) to respond to ads - with heightened emotions from the game, expectations of winners and losers, and this mirrors or primes viewers to be charged in seeing the brand spots. Viewers expect to be emotionally affected. I've read that advertisers learned from this past election that elite urban coastal targets are not in as aspirational models, so I expect we will see more ads relate to the heartland of America, the everyman/woman, the ignored worker in a powerful way. A great Super bowl ad can be a catalyst for a brand because it can live in social media space, long before and after campaigns air. So, yes, they are valuable and effective investments for corporations to build awareness, differentiation and relevance to viewers. Gerard J. Tellis Director of the Center for Global Innovation, Neely Chair in American Enterprise and Professor of Marketing, Management & Organization in the Marshall School of Business at the University of Southern California Who's your pick to win? I expect the Patriots to win. What trends do you expect from the commercials this year? Is Super Bowl ad time an effective investment for companies? The super bowl ads are a big ad fest where the warning, “many are called but few are chosen,” works well. It represents the most expensive media buy in the US - and probably the world. Millions of viewers watch the ads with almost as much expectations as they watch the game. So, each year, about brands advertise in the hopes of being the most watched and highest rated commercials. However, only a handful rise above the threshold of noise. Very few advertisers repeatedly make the list of top ads, while numerous others fail. What works best is simple, funny, wholesome, and family oriented ads that arouse positive emotions. What works worst are complex, fact filled, or argumentative ads, or those not fully honest or respectful of the audience. Lee H. Igel Clinical Associate Professor in the Tisch Institute, Co-Director of Sports & Society and Associate of the Medical Ethics Division at NYU School of Medicine Who's your pick to win? Not being in the business of making picks or predictions, isn't it at least a little bit interesting to think about the lengths Bill Belichick, Tom Brady, and the New England Patriots will be willing to go to for the moment Roger Goodell would hand them the Lombardi Trophy - especially in a year heightened by "Deflategate?" But who knows? Maybe the Atlanta Falcons could add to our living in a time of unconventional winners. What kind of economic impact do you expect hosting the Super Bowl to have on Houston Area? In general, there will be a positive economic impact. For the past four years, we [NYU Tisch Institute] have been working with the United States Conference of Mayors - Mayors Professional Sports Alliance on a lot around this type of question. One thing we've learned - or, actually, confirmed - is that economic impact is influenced a great deal by social impact. If people in and around Houston are feeling upbeat about the Super Bowl vibe, there is an increased likelihood they'll be spending money at businesses in locations that are accessible to game-related events. What trends do you expect from the commercials this year? Is Super Bowl ad time an effective investment for companies? How much will they reference Donald Trump, directly or indirectly? In terms of effective investment, can they get Donald Trump to tweet about it? How many Super Bowls do you ultimately expect there to be? What are the biggest issues facing the future of the league? The Super Bowl is slated for a good run going forward because so many millions of people in the United States perceive Super Bowl Sunday as something close to a national holiday. And, then, there are the many millions in the U.S. and around the world who watch the game for enjoyment, betting, or both. But the NFL is up against realities including Donald Trump-fueled attention to politics, players at the center of social justice and domestic violence issues, viewers' increased access to multimedia, questions about whether there is too much television programming of too many games on too many days, and new knowledge about the impact of concussions. The biggest issue facing the future of the league, though, may simply be whether people continue to find the sport as interesting as it has proven to be in recent years. Jordan Kobritz Professor and Chair of the Sport Management Department at SUNY Cortland and Former Attorney Who's your pick to win? I have to go with the Patriots. As a New England boy, it’s in my blood! What kind of economic impact do you expect hosting the Super Bowl to have on the Houston Area? Economists love this question. Their answer is usually “none,” based on three arguments: event substitution, the costs to taxpayers, and the lack of credibility of survey data. Under the first argument, if the Super Bowl wasn’t being held in a city then another event would take its place. Other people would be staying in the hotels, eating in the restaurants, buying gas and spending money in the local bars and other entertainment venues. In some cases they’re right, but not in all. Cities don’t always have alternatives to a Super Bowl, like a conference or convention. They also add that it costs a lot of money to stage an event like the Super Bowl, much of it for public services, which taxpayers usually pay for. Therefore, the net economic effect is little to none. Although some event organizers are required to reimburse local governments for security and cleanup costs, taxpayers do end up paying for some services. Their third argument has the most merit. The economic figures bandied about by the NFL and supporters of the event are vastly inflated. Economic impact studies are usually conducted by local chambers of commerce or entities that support them. Therefore, they have an incentive to inflate the numbers. The multiplier effect – how often a dollar turns over in a community – varies widely from community to community and event to event. That said, I believe there is a favorable economic impact from most large sporting events, like the Super Bowl. There are also non-economic benefits – psychological and emotional – that may translate into future economic impact that is difficult to monetize but has value in its own right. What trends do you expect from the commercials this year? Is Super Bowl ad time an effective investment for companies? I read an article recently that said animals, children and sex would be the popular themes this year. Those themes are transcendent and I can’t do any better than that! Yes, a Super Bowl ad is an effective investment for many companies, but similar to the economic impact question, we may not always be able to monetize it, especially early on. The credibility that comes with having your company or business advertised during the Super Bowl can be beneficial as well. It can make your company relevant or put it on the radar screen. A Super Bowl ad can also be a way to maintain your position in the marketplace. If you’ve advertised during the Super Bowl for years and suddenly stop, it may lead to questions about your financial position. Last but not least, a Super Bowl ad may be strictly a vanity buy. You may not need it and it may not do anything for your business but you do it just because you can. How many Super Bowls do you ultimately expect there to be? What are the biggest issues facing the future of the league? To paraphrase Mark Twain, the rumors of the demise of football have been greatly exaggerated! Americans love their football and although the sport will continue to undergo adjustments on and off the field, I think the Super Bowl will be with us for an extended period of time. That’s not to say there aren’t any challenges within the sport. Among the biggest challenges are continuing to increase revenue in a world where more and more of us are cutting the chord; making the sport safer; internationalization; and maintaining interest while other sports - chief among them soccer - increase in popularity. Jordan Kobritz is a former attorney, CPA, Minor League Baseball team owner and current investor in MiLB teams. He is a Professor in and Chair of the Sport Management Department at SUNY Cortland and maintains the blog sportsbeyondthelines.com. James R. (Jim) Lackritz Emeritus Associate Dean for Academic Affairs in the College of Business Administration and Emeritus Professor of Management Information Systems at San Diego State University Who's your pick to win? New England. What kind of economic impact do you expect hosting the Super Bowl to have on Houston Area? $200-250M. These numbers tend to be overinflated. What trends do you expect from the commercials this year? Is Super Bowl ad time an effective investment for companies? Babies and pets. They go for the “cute” factor. Effective? It depends. If you look at the $/person cost, it is not that outrageous, given the number of people who watch the SB. But, the real number is how many who watch the ads. Given the number of companies that are repeat advertisers from year to year (Pepsi, Budweiser, etc.), it must be effective or they wouldn’t do it. A much bigger risk for a smaller company that is counting on a big jump in revenue from the ad(s). There is mixed research as to whether these ads drive sales, or just provide significant brand exposure. How many Super Bowls do you ultimately expect there to be? What are the biggest issues facing the future of the league? Until the world ends. There will always be NFL football. Two biggest factors are concussions/injuries that result in more players not being able to play, and the future revenue streams as the viewers shift to internet viewing/streaming instead of cable/TV. At some point, I anticipate a decline in revenues which will result in a rethinking/reengineering of the NFL brand, but there will always be Super Bowls until the sun burns out or the world destroys itself. J. Garry Smith Assistant Professor of Marketing in the College of Business at the University of Houston Downtown Who's your pick to win? As a heartbroken lifelong Cowboys fan who also pulls for the Texans in the AFC, I'll try to be objective. Atlanta's defense has played extremely well, and their offense has more threats than New England. Both quarterbacks are playing at very high levels, so that offsets what is usually a clear New England advantage. I believe Atlanta will win not only because they can score a lot of points, but because I believe they can put a lot of pressure on Tom Brady. What kind of economic impact do you expect hosting the Super Bowl to have on Houston Area? The Super Bowl should have an extremely positive short-term impact on Houston's economy, particularly the entertainment and leisure segment. Area restaurants and entertainment venues should all benefit in addition to hotels and motels. Space Center Houston, the Museum District, the Downtown Aquarium-Houston, and other tourist attractions should experience increases in their business, particularly since the weather should be quite pleasant. Retail centers should also profit from visitors since Houston has world class shopping downtown and in the suburbs. Long-term, Houston's economy could benefit as corporate leaders experience the vibrancy and positive energy of Houston. Area businesses, schools, housing, medical care, and entertainment are all exceptional in the Houston area, which makes it an ideal setting for corporate headquarters in various industries. The close ties between businesses and area universities, such as the University of Houston Downtown's College of Business in its partnership with area businesses in curriculum development and its award winning MBA program, offer unique opportunities for corporations to prosper. What trends do you expect from the commercials this year? Is Super Bowl ad time an effective investment for companies? My expectations are that businesses will play it safer with their commercials. The trend seems to have been to avoid the "boom or bust" type of commercial, but instead focus on a solid gain. A poor commercial during the Super Bowl represents not only a poor use of financial resources, but often damage to a corporate or product reputation can occur as ridicule or criticism on social media can take hold immediately and spread in a viral fashion. Super Bowl ad time can be an effective investment for companies if they have a sound advertising strategy they are implementing. As long as they can be confident their message is being communicated effectively, they should be okay. When the delivery of the message obscures the message, then the investment in a Super Bowl ad is usually not attractive. How many Super Bowls do you ultimately expect there to be? What are the biggest issues facing the future of the league? I expect professional football to be around at least another 25 years or so. It is still the #1 sport for fans to follow, and that does not appear to be changing anytime soon. There are several key issues facing professional football, in no particular order:

• Player’s safety and health - during and after careers.

• League competitiveness - despite policies designed to encourage parity among the franchises, there are the long-term "haves" and "have nots." The rarity of quality NFL quarterbacks contributes to this.

• Substance abuse policies and associated discipline - both performance enhancing drugs and alcohol and "recreational" drugs among players, coaches and executives.

• Physical abuse - incidents of domestic abuse and physical confrontations, and disciplinary actions associated with these, have become too commonplace. The NFL needs to filter out abusers more effectively, and have more consistent punishment for those who are found guilty of physical violence in their private lives.

• International expansion, and perhaps domestic contraction - Mexico and Europe seem like viable opportunities for expansion, but some domestic franchises are not very viable.

• Player discipline appeal process - it is perceived as inconsistent and arbitrary.

• Quality and consistency of officiating - a pass reception, pass interference, unsportsmanlike conduct, holding, and personal foul penalties are called inconsistently both within and between officiating crews. The NFL risks its credibility because of this. The quality of the game is also affected in a negative manner because of this.

• Viewing availability - this includes: Times - saturation may be occurring with regular season games offered on Sunday and Sunday night, Monday night, and Thursday night. Access modes - traditional television, cable television, and streaming options are not always coordinated. Mobile viewing on phones is restricted to one carrier even for consumers who subscribe to NFL streaming services. Better coordination of accessibility is necessary to satisfy fans.

Candy Lee Professor of Integrated Marketing Communications in the Medill School of Journalism at Northwestern University Who's your pick to win? I am going with Atlanta because I loved the Cubs triumph and it would be good to end a drought for Atlanta. What kind of economic impact do you expect hosting the Super Bowl to have on Houston Area? Positive impact, but perhaps less than New Orleans where visitors go to have a good time and part of it is to go to the Super Bowl. I think the visitors are going to a Super Bowl that happens to be in Houston. Houston is a terrific city and visitors will be pleasantly surprised by it, but I don’t think it is the primary draw for the visit. What trends do you expect from the commercials this year? Is Super Bowl ad time an effective investment for companies? There aren’t a lot of other ways to get that kind of awareness and impact from an airing of a commercial. However, there are social strategies for using “the big game” as a hook and not actually spending the money for a Super Bowl ad. How many Super Bowls do you ultimately expect there to be? What are the biggest issues facing the future of the league? There will be super bowls for my lifetime.

from Wallet HubWallet Hub


via Finance Xpress