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Verizon Brings a Super Bowl Gameday Experience to the Masses
Simultaneous and customized—it's a nationwide fan fest
For 10 years, Verizon has been providing connectivity at NFL stadiums across the country, with marketing activations throughout the season. But this year, the telecoms giant has undertaken a bold initiative designed to “bring all of the magic of the Super Bowl to fans across the country.”
FanFest brings the beloved event to 30 NFL cities across the U.S., employing venues such as MetLife Stadium, SoFi Stadium, Nissan Stadium, Empower Field at Mile High Stadium.
Fans can experience free celebrations on Super Bowl Sunday with local foods, beverages, player meet-and-greets, live music and more. So, at SoFi Stadium in Los Angeles, Rams legend Marshall Faulk and other NFL alumni, Rams cheerleaders, team mascot Rampage and more, will be on hand. And DJ Infared and The Mariachi Rams will musically get the crowd amped.
Muse huddled with Nick Kelly, head of partnerships at Verizon, to discuss the nationwide blitz:
MUSE: How long have you had a relationship with the NFL?
Nick Kelly: Verizon has been an official partner of the NFL since 2010, providing connectivity at many of the NFL stadiums, the private network for coach-to-coach communications and activations throughout the season. Last year during Super Bowl LVIII, we exclusively took over Jimmy Kimmel’s Comedy Club as a “Verizon Live” space, providing customers with unique experiences and exclusive access to special events with NFL players, celebrity talent and music artists. We also ran Super Bowl ads in the English and Spanish-language broadcasts featuring Beyoncé and J Balvin. The campaign showcased the power of Verizon’s 5G network and aligned with Beyoncé’s album drop.
Do you also have an in-game ads this year?
Advertising in the Super Bowl is an incredible opportunity to reach large-scale audiences nationally. We’ve done it in the past, and we will continue to do so in the future. Our goal this year, however, is to create something truly ambitious—national in scope, yet deeply rooted in local communities, so the storytelling we’ll be doing is on the local level. We’re dedicating all of our focus and energy to delivering 30 simultaneous experiences that are not only exceptional but also tell unique, localized stories in ways we’ve never done before.
Can you talk about the challenges of putting this together, as there are numerous activations, and at the national level?
Coordinating activations across all 30 NFL markets required strong collaboration with our local partners. From securing venues to working with small businesses and NFL legends, there are a lot of moving parts. Every market is unique, with its own set of logistical and cultural nuances, which meant we had to take a highly customized approach. But that’s what makes it so exciting. It’s not just a one-size-fits-all initiative. The goal is to create something that feels meaningful and personal to fans in every city.
Why is experiential critical for advertisers, and how does will FanFest move the needle?
Experiential marketing is about creating meaningful moments that resonate. Fans want to feel connected to the brands they engage with. By integrating local elements, we’ve made sure each FanFest feels authentic to the community.
At the same time, the breadth of this initiative is unparalleled. We’re connecting with fans in ways that matter to them, whether it’s on the 50-yard line of their favorite stadium or through exclusive meet-and-greets. It’s a powerful reminder that a brand like Verizon can deliver both national impact and hyper-local relevance. That balance is critical when every market has its own identity and culture.
