By Barry Janoff
December 8, 2015: Verizon Wireless, Hyundai, Pepsi and DirecTV are among the plethora of brands working to build their marketing footprint in and around the San Francisco Bay Area, which will host the parties, events and other activations associated with Super Bowl 50 this February.
Verizon is planing to blanket San Francisco, the Bay Area and Santa Clara — home to Levi's Stadium — with a mutli-platform, multimedia campaign surrounding the NFL's historic Super Bowl 50.
Verizon, already in place as the official wireless service provider for the NFL and Super Bowl 50, has signed on be come presenting sponsor for Super Bowl City, the San Francisco Bay Area Super Bowl 50 Host Committee's free fan-fest village.
The fan-fest is being designed to "showcase the best the Bay Area has to offer, with interactive games and activities that highlight the region's technological prowess, culinary excellence and cultural diversity, as well as celebrate Super Bowl 50 and the Bay Area's place in NFL history," according to the San Francisco Bay Area Super Bowl 50 Host Committee.
Super Bowl City presented by Verizon will be located in Justin Herman Plaza, on the Embarcadero at the foot of Market Street.
Super Bowl City presented by Verizon will operate in addition to the NFL Experience Driven by Hyundai, the league's interactive "theme park" that will be held in the Moscone Center.
Both Super Bowl City presented by Verizon and the NFL Experience will open Jan. 30 and run through 2 PM (PT) on Super Bowl Sunday on Feb. 7.
"We're looking forward to being an active partner in Super Bowl City and working with the Super Bowl 50 Host Committee to make it an experience unlike any other," Greg Haller, president-Pacific Market for Verizon, said in a statement. "Technology continues to play an increasing role in fans' enjoyment of the NFL, and we'll be bringing that to life in engaging ways in Super Bowl City."
Super Bowl 50 Host Committee marketing partners include Google, Intel, Kaiser Permanente, Old Navy, SAP, Yahoo!, San Francisco Travel and the San Francisco 49ers.
According to Keith Bruce, CEO for the Super Bowl 50 Host Committee, "Super Bowl City presented by Verizon will feature free family-friendly activities for locals and visitors alike to enjoy the extravaganza that is the sporting world's biggest annual event. Our partnership with Verizon will help us to deliver on our promise of celebrating Super Bowl 50 in an unprecedented way."
The NFL Experience Driven by Hyundai will feature interactive areas, player signings and other events sponsored by NFL partners.
Included will be The NFL Play 60 Zone; a section dedicated to the history of the game, such as at all past Super Bowl championship rings and the Vince Lombardi Trophy; and the NFL Shop.
Also as part of Super Bowl 50 activities, DirecTV and Pepsi, both NFL partners, are planning an "ultimate fan experience" on San Francisco's Pier 70, scheduled to run Feb. 4-6.
The DirecTV-Pepsi activation is scheduled to include live performances from Dave Matthews Band and Pharrell as well as "exclusive DJ sets and nightly performances by some of the top artists in music."
On Feb. 6, a tech-heavy event from DirecTV-Pepsi will be co-hosted AXS TV, which operates under the auspices of Mark Cuban.
Sponsors also include Showtime, Miller Lite and Jetlux.
"Since Super Bowl 50 is such a historic occasion, we wanted to create a disruptive and engaging experience that would match our customers' excitement for the big game," Adam Harter, vp-ultural connections for PepsiCo, said in a statement.
"Pepsi and DirecTV are both respected for providing premier entertainment for fans, serving up unique pop culture moments around the Super Bowl. This partnership will be an organic way of bringing our collective vision to life," said Harter.
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