9781422283097

around the world to be at the game, and advertisers spend millions of dollars to have their commercials air before, during, and after the game. Just when you think the Super Bowl can’t get any bigger, the NFL finds a way to expand its big day. Actually, it’s no longer just a day. “The Super Bowl has been big for a long time, but the big thing now is making the entire week [into an] experience more accessible to more fans,” said Peter O’Reilly, the NFL’s senior vice president/events. “And not just those who are fortunate enough to be in the stadium on Sunday.” How does the NFL do that? One way is the NFL Experience, created in 1992, which is essentially an interactive football theme park that takes place over several days in the Super Bowl city. The number of fans that actually make it to the Super Bowl will al‑ ways be a fraction of the number of fans that attend the NFL Experience. Another thing the league did was open Media Day to the fans, so that the interview session with

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