![]() ![]() Bud Light's medieval spokesman, Bud Knight - sword in one hand and football in the other - is wrapped around another tower. A giant building wrap of the Vince Lombardi Trophy, awarded to the winner of each year's Super Bowl, adorns the 73-story, cylindrical Westin Peachtree Plaza hotel. Work crews last week turned much of downtown Atlanta into a shrine to the NFL. "The ability to showcase your product and interact with tens of thousands of people," he said, "that's a big part of your return-on-investment calculations." ![]() "Super Bowl is one of the most valuable assets the league can provide," said Arnold Wright, co-head of consulting at the sports and entertainment firm Octagon. When the Super Bowl was in Houston two years ago, Campo said workers had to cover the tires on any food truck that weren't made by NFL sponsor Bridgestone. Outside of a nonsponsor's physical property, the zones are tightly enforced. "And the league quickly said, 'No, absolutely not.'" "The question was: Is Coke going to have to cover the World of Coke?" said Rich McKay, president of the Atlanta Falcons and host committee board member. When the conversations began for Atlanta years ago, Coke's presence in the clean zone was front and center. If you wrote a big check to the NFL, and you see a picture online of a rival at the Super Bowl, you'd be pretty upset."Ĭities that bid for the Super Bowl are required to organize these areas - called clean zones, or permit zones. "The NFL manages its brand aggressively, and they manage the sponsor brands just as aggressively," said Ric Campo, chairman of the host committee for the 2017 Houston Super Bowl. Its 92,000-square-foot World of Coca-Cola museum is just 800 yards from Mercedes-Benz Stadium, and a short walk from the fan zone, giving the company freedom to infringe, at least partially, on its rival's party. ![]() In a twist this year, Coke has property within that restricted area in Atlanta. The temporary commercial zones prevent the sale of bootlegged items and allow all the "Official - of the NFL" companies to showcase their products without competition. Each year, the area around the host stadium and the heavily trafficked fan zone are blocked off for any business that's not a National Football League partner. Having brands clash is rare for the Super Bowl, where organizers take pains to ensure that sponsors don't have to share the spotlight. is having some fun with its status as Super Bowl sponsor this year.Ībout two blocks south of the World of Coca-Cola - an attraction in downtown Atlanta where visitors pass under a lighted 27-foot-tall Coke bottle - the marketing team at its soft-drink rival has erected a billboard with a teasing message: "Pepsi in Atlanta. ![]() In a city that bleeds Coca-Cola red, PepsiCo Inc. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. Archives
December 2022
Categories |