Interaction at Super Bowl critical to business success: Queen's University professor
Queen’s University business professor Tandy Thomas is available to comment on the ritual of the Super Bowl – the annual winter event that celebrates sport, community and marketing.
“The Super Bowl is not just about football—it is about engaging a community of fans (and sometimes even non-fans) in a wintertime ritual that celebrates sport, community, and marketing,” says Dr. Thomas. “How the communities of fans engage with the Super Bowl is often lost in the flash of the game, the advertisements and the half-time show. These fans, however, are the cornerstone of the Super Bowl’s success and their experiences are what drive their continued loyalty to the event and their teams. The interaction between fans, brands, teams, players and the actual event are central to the success of companies involved with the Super Bowl.”
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