International Marketing and Super Bowl LIII 2019

            Super Bowl is one of the biggest events in sports arena of United States, and catches attraction from different sectors like businesses, marketing firms, multinational companies, international broadcasters as well as international audience. The Super Bowl LIII 2019 event is going to have all this attraction because it is going to be a biggest event of the year. The beauty of this event is that it not only attracts local audience, but international audience is also attracted toward the event. This event has an international marketing level for all companies sand sponsors associated with the event. That’s why; the international companies and advertisers come up with separate ad campaigns for Super Bowl event. It shows that it is one of the most popular and most awaited events of the year in United States. The way it is getting bigger, it is obvious that it is becoming a challenge for international marketers & advertisers to come up with great strategies to remain on top in competition during this event (HENNINGER, 2018)

            One of the articles published in MarketWatch has come with some great insights for Super Bowl LIII 2019 in terms of tourists coming from other countries to watch the event live in the stadium. It was revealed that Super Bowl fans from other locations are becoming more interested in buying tickets for the event. As per the stats released for Super Bowl LIII 2019 event, it was told that Mexico fans had bought the most number of tickets and they are considered the highest international ticket buyers for this event. It show that Super Bowl LIII 2019 had great potential of covering an international market in so many ways and this global market is growing with the passage of time. It was great to know that Super Bowl tickets sold to non U.S buyers included fans from different countries, but almost half of these total tickets were bought by Mexico Fans (Keshner, 2019).

            The data regarding 2019 NFL championship was released by the Ticketmaster. The data revealed that international buyers purchased the percentage of 12.6% from the total tickets sold by Ticketmaster, whereas this percentage was 9.8% last year, which shows that how international market is growing quickly for this event. Out of these international buyers, 40.5% tickets were purchased by fans from Mexico. The Brazilian fans were able to get the second spot in the list, but even the second number country was far behind the Mexico numbers as the number of tickets purchased by Brazilian fans were 16.2%. It has been evident in recent times that Mexico is facing tensions from United States, as U.S President Donald Trump is determined to build border wall on its borders with Mexico. But such issue has not kept the interest of Mexican fans away from Super Bowl 2019 event. That’s why it is amazing to see that number of fans from Mexico were higher than any other country.

            The other great news for Super Bowl Ticket Sellers is that Mexico was not only on top of the list in international ticket buyers, but Mexican fans were also on top in terms of paying the top price for tickets among other international buyers. The average tickets price purchased by Mexican fans was $6,171, whereas in this list, Canada was at the second number with average price of $5,063. Another event’s ticket retailer named Stubhub, which is owned by the online giant eBay Inc; it also revealed that as per their numbers, the Mexican Fans were on top in terms of international ticket buyers. These facts are clearly showing that Super Bowl Event of 2019 has been an international event, and companies & sponsors involved in this event must look for an international approach. For instance, the ticket sellers like Ticketmaster and Stubhub can take great inspiration from above mentioned numbers.

            It is said in the article quoting chief commercial officer of Ticketmaster Greg Economou, who said that “here are sports and music fans across the globe and interest in live events continues to grow, and we’re seeing the results of that at this year’s Super Bowl,” The article also revealed the fact that fan base for Super Bowl event is growing with the passage of time, and Mexico is leading the way in this too as it has fan base of 7.1m NFL fans. These numbers are showing to international marketers, advertisers and sponsors that when they plan their strategy for next Super Bowl Event, they must keep this international market perspective in their view so that they can gain much success.

References

HENNINGER, B. (2018). The Super Bowl: The Most Popular Sporting Event in the United States. Retrieved February 19, 2019, from https://www.shopdynastysports.com/blogs/news/super-bowl-the-most-popular-sporting-event-in-the-united-states

Keshner, A. (2019). Fans from Mexico were the top international ticket buyers at this year’s Super Bowl. Retrieved February 19, 2019, from https://www.marketwatch.com/story/wait-till-president-trump-finds-out-where-40-of-international-super-bowl-ticket-buyers-are-from-2019-02-01