Of the millions of spectators that the Super Bowl LVI, next February 13, in our country only 10 percent will correspond to “a loyal, faithful, ideologized fans, dedicated to American football; the rest will take advantage of the pretext, fill the room and use the day to do something different”, he considered Alejandro Byrd Orozcoacademic from the Faculty of Higher Studies (FES) Acatlán.
For the researcher and doctor of education, the Super Bowl It is not what it seems: a great sporting event. “Those who dispute it are no longer people, but characters and, in the culture of entertainment and mercantile that prevails, a great sum of the ravings of capitalism that surround us is made. It is an event that is sold wherever you want to see it, that is mounted in a shop window, that it is open to all cultures and citizen possibilities. Boys and adults put on shirts, hats and it becomes a paraphernalia”.
In 2022, tickets to the biggest game in the National Football League (NFL) from the United States, where this year Los Angeles Rams will host the Cincinnati at their home – the SoFi Stadium in Inglewood, California Bengals, was raised to reach a minimum price of 154 thousand pesos (general) and up to two million 150 thousand pesos (in the VIP area). In addition, a minimum of two tickets must be purchased.
Last year they had most expensive tickets in history when only 14,500 tickets were put up for sale for the 75,000 places at Raymond James Stadium in Tampa, Florida, which reached a price of up to 45,000 dollars, that is, around 940,000 pesos.
Of course, the university student points out, only privileged people who can pay for access to the stadium attend; for the rest, the enjoyment of the game will be on a mega-screen, surrounded by friends, eating and drinking, or listening to a radio, according to the possibilities of each one, “so as not to miss the great event that, as merchandise, is sold quite a lot well, and it produces an extraordinary economic impact”.
The first Super Bowl, the final match of the championship NFLin which the best face each other equipment of the National and American conferences, took place on January 15, 1967. The winner was the team from Green Bay. The current champions are the Tampa Bay Buccaneers.
NFL FOR THE WORLD
Apparently limited, in reality the super bowl reaches any number of stages; it is impossible to isolate yourself to the paraphernalia of the game. From an extraordinary media empire, a society like the United States is capable of exporting and making us believe in all this, adds Byrd. “They make us live with them their flagship sports, American football and baseball, above all.”
Alejandro Byrd recalls that in the late 1970s and mid-1980s, a Mexican played for the Dallas Cowboys: Rafael Septien. So, the fans moved around the countryman who was involved in the “great army”, as a kicker. That was patriotic reason enough to “go” for that Texan team.
Today, Mexico It is the second country with more aficionados to NFL and the most important party permeates culturally, we assume it as our own, says the academic. “We have loved following what our neighbors to the north are doing; we reproduce it and, in effect, restaurants and houses will be overcrowded”. Regardless of the health emergency, people will come together; you will expose yourself to contagion and put others at risk.
The most watched Super Bowl was in 2015, when the game between New England and Seattle attracted 114.4 million viewers, only in the American Union. Last year, the victory of the Buccaneers of Tampa Bay on the Chiefs Kansas City drew an audience of 96.4 million viewers and was the first game of the NFL to record more than one billion minutes of streaming; the record for viewers on digital platforms was broken.
In the national territory, in 2020 an audience of more than 12 million people was registered, equivalent to 10 percent of the total population of the country; and in 2021 it was 11.65 million, reported by the two main television stations in the country. However, it has decreased in recent years, since in 2015, it was 15.5 million.
This could be due, says the researcher, to the fact that the equipment “historical” or with a greater number of followersor players like Tom Brady, who have become a kind of “Captain America” and who will not be present this time because his team, Tampa Bay, was eliminated.
In our country, there are sectors that benefit from the Super Bowl. The Association of Producers and Packers Exporters of Avocado of Mexico estimates to send, only for that sporting event, 140 thousand tons of the product to the United States, a historical maximum for the sector.
In addition, according to the Chamber of Commerce of the City of Mexico, the game causes an increase in the purchase of products such as beer, wine, spirits, snacks, hamburgers and pizzas. An average family invests 600 pesos and up to a thousand in the case of meetings, compared to the United States, where they spend around 1,700 (88.8 dollars) according to the National Retail Federation.
Last year, one second of advertising in the broadcast of the match it cost three million 741 thousand 833 pesos in the United States; in Mexicothe average rate to advertise during the broadcast was 26 thousand pesos on open television, according to ESPN Digital.
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