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Super XXXI excess
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January 24, 1997: 8:48 p.m. ET
Companies gamble millions on marketing and high-profile guests
From Correspondent Sean Callebs
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NEW YORK (CNNfn) - The Super Bowl buildup is an exercise in excess with thousands of fans and millions of dollars.
Companies that invested a mint in marketing strategies anxiously await the results not on the field, but off.
The pre-event warm-up is the single most important sports marketing week. Companies that allocate a big percentage of their ad budgets on the game are looking for two things: scoring big points with consumers and pampering their most valued corporate VIPs.
Super Bowl XXXI between the Green Bay Packers and the New England Patriots will pump an estimated $300 million into the economy of New Orleans, where it's being held this year.
Coca-Cola Co. is one of the most visible advertisers. It spent $6 million and flew in 85 staff members to make sure a high profile news conference, giving away Super Bowl tickets for life, succeeds.
Coke's Public Relations Manager Ben Deutsch said the players wouldn't be the only ones feeling the pressure. (138K WAV) or (138K AIFF)
The promotion went off without a hitch with a 25 year-old winning the prize. The assembled media made sure everyone saw it, providing Coke with free advertising.
Telecommunications company Sprint is paying millions to be a co-sponsor. It's also flying in 120 customers for the game and private dinners like Miami Dolphins quarterback Dan Marino.
"These are big-time customers," said Sprint's Corporate Sponsorship Manager Pam Kramer.
"All our customers mean the world to us but this is the weekend we focus on high-end customers to provide something our competition can't."
Some companies, such as Porsche, Coke, and Fila are using high-profile arena to roll out a product.
However, privately some advertising executives worry their messages are getting buried in the avalanche of marketing. But most see no end to the competition to keep up with other advertisers. 
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