Queen's University

The Super Bowl is not just about football: Queen's University expert


Queen’s University marketing expert Tandy Thomas is available to comment on sport and fan communities and how these communities interact with companies during the Super Bowl.

“The Super Bowl is more than football. It’s about engaging fans (and even non-fans) in a wintertime ritual that celebrates sport, community and marketing. These fans are the cornerstone of the Super Bowl’s success and their experiences within their various fan communities are what drive their continued loyalty to the event and their teams,” says Dr. Thomas.

Dr. Thomas says that how communities of fans engage with the Super Bowl and the ritualized consumption practises that surround it can often be lost in the flash of the game, the ads, and the half-time show.

The interactions between fans and between fans and brands, teams, players, and the Super Bowl event involve an intricate set of dependences that stem from the communal nature of these events and are central to the success of companies involved with the Super Bowl and are central to the long-term enjoyment of fans.”

To arrange an interview, please contact communication officers Rosie Hales at 613.533.6000 ext. 77513 or rosie.hales@queensu.ca, or Anne Craig at 613-533-2877 or anne.craig@queensu.ca.

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Last updated at 4:16 pm EDT, Fri August 29, 2014
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