By Barry Janoff
December 4, 2014: While NFL teams are vying for playoff positions and a drive to Super Bowl XLIX on the field, marketing partners are making moves to build the best Super Bowl events and parties off the field in and around Phoenix and Glendale, the site of the game in the University of Phoenix Stadium.
DirecTV, which recently extended and expanded its deal with the NFL for exclusive rights to carry NFL Sunday Ticket, has unveiled plans for what it called an "unprecedented" three-day Super Fan Festival in conjunction with Super Bowl XLIX.
Among the headliners will be the Zac Brown Band, Calvin Harris, Imagine Dragons and Snoop Dogg.
Among the DirecTV Super Fan Festival partners that will activate leading up to and then on-site are PepsiCo, Bud Light, StubHub, HGTV, Food Network, Showtime Networks and Fox Sports.
In addition to the concerts and events, The Dan Patrick Show and The Rich Eisen Show will broadcast live all week from the DirecTV Super Fan Festival, which will also serve as the official broadcast location for Fox Sports 1.
DirecTV is planning marketing support to include Internet, social media and on-site activations.
The company currently is running a national campaign starring Rob Lowe and his "lesser" Rob Lowe counterparts (creepy, shy, hairy, skinning arms) who get cable but not DirecTV. An extended spot to help launch the 2014 NFL season starred Peyton and Eli Manning.
According to DirecTV, the Super Fan Festival will open the week of Jan. 26. It will feature 12 concerts daily from Jan. 28-Jan. 30 at the Pendergast Family Farm in Glendale across from University of Phoenix Stadium.
On Saturday, Jan. 30, the day before Super Bowl XLIX, the space will be transformed to host DirecTV Super Saturday Night, an invitation-only event. Details on the special guest performance and celebrity-packed event will be announced in the coming weeks.
Among the activations from partnering brands, Food Network will have a "Cutthroat Kitchen Experience" providing visitors with the opportunity to win cash and prizes; the HGTV Lodge and the Bud Light Biergarten.
The current DirecTV Super Fan Festival line-up includes:
Super Fan Stage: Zac Brown Band
HGTV Lodge: Thomas Rhett, Sam Hunt, The Cadillac Three
Super Fan Stage: Calvin Harris
HGTV Lodge: Magic! + more
Super Fan Stage: Imagine Dragons and Snoop Dogg
HGTV Lodge: Jason Derülo
More performers will be added, according to DirecTV.
DirecTV Fantasy Spot Gets Real Peyton, Eli Manning
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