The Super Bowl is truly the perfect example of why corporate entertainment at sporting events works. The Super Bowl, for the right type of businesses, represents the opportunity for the greatest ROI on corporate entertainment dollars.
In our media driven society there is no event that captures a broader swath of interest from the public. The NFL is the king of professional sports in America, and the Super Bowl is like a royal wedding that happens every year. The amount of media coverage leading up to the game is unlike anything other than perhaps a presidential election. Going to the game and the surrounding party in the days leading up to the game is on a lot of "bucket lists" and given it's extreme demand, the price tag to partake in the Super Bowl experience is hefty. For a great perspective on exactly what it costs to attend check out this great infographic from Seat Geek.
While the costs are seemingly high, when you consider the business impact of hosting key clients and prospects for this amount, it doesn't become that difficult to justify. For the Fortune 500, spending millions of dollars to host top clients makes a lot of sense, when those clients represent BILLIONS in revenue. On a smaller scale, even a small business has clients that are worth millions of dollars can justify spending $25,000 to $50,000 deepen the relationship and solidify future sales. The allure of the Super Bowl makes it the perfect event to get a great ROI on client entertainment.