Matthew Yates
matthew@cfp.ky

The Super Bowl is one of the biggest events in sports and its destination for 2012 is Indianapolis.

The Midwest city is no stranger to sporting events having hosted motorsports races and National Collegiate Athletics Association basketball tournaments. However 5, February will mark the first time the Circle City has staged the spectacle, with Lucas Oil Stadium (the home of the National Football League’s Indianapolis Colts) in downtown Indianapolis serving as venue.

For the record, the staging of a Super Bowl is a privilege that has to be earned. A venue is decided roughly three to five years before the actual game with cities placing bids to serve as host. Potential cities receive evaluations for stadium renovation and their ability to host. The NFL team owners make a selection on the site and the Super Bowl has never been played in a region that lacks a NFL franchise.

For the next three years the big game will be played in areas already boasting a pro team: 2013 sees Super Bowl XLVII at the Mercedes Benz Superdome in New Orleans, Louisiana (home of the New Orleans Saints); 2014 sees Super Bowl XLVIII at Met-Life Stadium in East Rutherford, New Jersey (home of the New York Giants and New York Jets) and 2015 features Super Bowl XLIX at the University of Phoenix Stadium in Glendale, Arizona (home of the Arizona Cardinals).

It should also be noted that Super Bowls take place on Sundays and the day of the match is a de facto American national holiday. It represents the second-largest day of food consumption in the US and generates millions of dollars in revenue for a chosen city.

The Super Bowl may focus on professional American football but it has an international appeal. The contest attracts a total audience of about 100 million viewers that permeates beyond the US and Canada. It generates the second-largest audience annually for sporting events, outdone only by the Union of European Football Associations Champions League final.

Indeed much of the Americas (North, Central and South) tune in to the Super Bowl along with the Caribbean and parts of Europe, where the league has tried to generate interest by staging matches in London.

Cayman is one of the countries that observes the Super Bowl to a large extent. Droves of residents can be seen watching the game at various venues around Grand Cayman. American football has a noticeable following here with many residents often supporting favourite teams and tuning in to contests throughout the NFL season.

The sport even has a physical presence here through flag football. Flag is derived from American football with some of the main differences being a lack of helmets and pads and the absence of hits, with the pulling of flags used as a means to tackle. Currently there are two governing bodies for flag football in Cayman. They operate four main leagues for the male, female, youth and coed ranks.

Brendon Malice is vice president of the Cayman Islands Flag Football Association, the more established of the two groups having begun in 2001. Malice is originally from the US and works for the Cayman government. He states the Super Bowl is a big part of the local sports scene.

“I think the Super Bowl is a big deal locally,” Malice said. “The biggest Super Bowl parties I have ever attended have been right here in Cayman. Growing up in the US, I really don’t see a big difference in Super Bowl Sunday in Cayman in comparison to the States.

“Most (of the people in our organisation) watch at home with friends at house parties. I’ve found that the best place to catch Super Bowl Sunday is Treasure Island because of the atmosphere. It’s awesome. There are tons of people there rooting and cheering. It’s always a packed venue and you feel like you’re outside the stadium tailgating.”

Echoing his sentiments is Christine Bisnauth, the cofounder of the Grand Cayman Flag Football Association. The long-time veteran, who helped get the association off the ground last year, states Indy makes for an interesting Super Bowl venue.

“Well, it’ll be cold in Indianapolis,” Bisnauth said. “I’m sure they will do a good job. Can’t get much better than Madonna for a halftime show.

“I’m always excited for the Super Bowl. Sad to see Pittsburgh’s loss [the Pittsburgh Steelers lost in the wildcard round of the playoffs to the Denver Broncos] but so far there are some deserving contenders.

“A lot of people will be home having their football parties with friends and family. However I think you will see a lot of people at the sports bars as well. Club House has some great screens and lots of space. I’ll most likely be hanging out at Lone Star.”

A big reason why people tune in is due to the commercials. The Super Bowl is often the most watched American television broadcast of the year and the adverts are typically over the top. Prominent brands like Budweiser and Doritos have consistently produced memorable spots that spark discussion among observers, bloggers and media outlets alike.

Interestingly, the ads are a huge financial investment for companies that often spend millions to get on TV, easily their most costly advertisements all year. Due to high viewership, commercial airtime during the Super Bowl broadcast is the most expensive of the year.

Another big draw for Super Bowls are the pregame and halftime ceremonies. Many popular singers and musicians, like the late Michael Jackson, have performed because of the event’s exposure. Examples in recent years include The Rolling Stones, The Who and The Black Eyed Peas. This year’s headliner is Madonna. Those performances are not without controversy though.

Back in 2004, the half-time show for Super Bowl XXXVIII saw Justin Timberlake remove a piece of Janet Jackson’s top, exposing her right breast. The game was airing live on CBS and MTV had produced the halftime show. The NFL, embarrassed by the incident, permanently banned MTV from conducting future halftime shows. This also led to the Federal Communications Commission (the US media watchdog) tightening policies on indecency and fining CBS $550,000 for the incident.

Ultimately, Malice feels this year’s Super Bowl will be just as good as previous editions.

“How do I feel about this year’s Super Bowl? The same way I feel about every Super Bowl: which American Football Conference and National Football Conference teams are contending? Will this year’s Super Bowl be as entertaining as the previous one?

“I like the idea of the Super Bowl taking place in Indianapolis. The Super Bowl helps the hosting city’s economy so much. This is a great way for millions of people to be exposed to Indianapolis and the state of Indiana. During my freshman year of college, the New York Giants played the Baltimore Ravens in Tampa for the Super Bowl.