In Summary
  • With television commercials costing an estimated $5 million (Sh500 million) for a mere 30-second slot, the Super Bowl maintained its niche as one of the most lucrative sporting events globally.
  • Even then, Villanova University marketing professor Charles Taylor maintains the “obscene” amounts are of “good value” to the advertisers.

In a script that not even franchise owner Jeffrey Lurie — himself a Hollywood producer — could have ever dreamt of conjuring up, Philadelphia Eagles’ US National Football League (NFL) fairy-tale run ended with a sensational maiden Super Bowl win in Minneapolis on Sunday.

The 41-33 victory was highlighted by the captivating story of 29-year-old, back-up quarterback Nick Foles, called up just six weeks ago to replace first choice Carson Wentz whose knee injury ruled him out for the rest of the season.

And as much as Super Bowl 52 lived up to it’s billing on the drama-filled pitch, the finale’s sideshows and financial appeal continued to equally amaze.

GOOD VALUE

With television commercials costing an estimated $5 million (Sh500 million) for a mere 30-second slot, the Super Bowl maintained its niche as one of the most lucrative sporting events globally.

Even then, Villanova University marketing professor Charles Taylor maintains the “obscene” amounts are of “good value” to the advertisers.

“A Super Bowl ad is absolutely worth it. It can boost brand equity and possibly sales.. but it has to be a good ad,” Taylor was quoted as saying by AFP news agency on Monday.

I bet only a few followed Sunday’s NFL showpiece game in Kenya, first because of its kick-off in the unfriendly hour of 3am, Kenyan time, and also owing to the fact that American football hasn’t really caught up on the African continent.

But the Super Bowl’s allure had some diehards up until dawn, among the global audience of 100 million that followed the action from the US Bank Stadium which included a somewhat underwhelming half-time dance party by American singer and songwriter Justin Timberlake.

The much hyped event was expected to rake in an estimated $100 million (Sh10 billion) in ticket sales alone, a tidy sum enough to run Lamu, Isiolo, Tharaka-Nithi and Elgeyo-Marakwet counties, combined, for one financial year.

By last Friday, prices of ordinary tickets had risen from $900 (Sh90,000) to as much as $3,000 (Sh300,000), with the average asking price shooting to $5,642 (Sh564,000), according to the Minnesota Star Tribune.

“The Super Bowl, as in other sports, has been taken over by the moneyed,” Kenya-born businessman George Mayaka, who lives in the Super Bowl host State of Minnesota, told me in a chat as the Eagles battled to the hard-won victory over the Patriots on Sunday night.

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