SBJ Football: The one way the Super Bowl is getting smaller
The Jan. 29, 2026, edition of the SBJ Football newsletter covers Super Bowl oyster and crab concessions themed for the Bay Area, a Bud Light keg promotion and how well the Broncos score in the NFL fan survey.
Foxboro, Seattle to become ‘Cities of Kegs’ in Bud Light Super Bowl activation
Bud Light’s Super Bowl campaign this year centers on the classic keg, and this weekend the brand will be extending the concept with labor-intensive activations at both Lumen Field in Seattle and Gillette Stadium in Foxboro. It’s calling it the “City of Kegs” event.
Why Super Bowl crowds are shrinking
The Super Bowl keeps getting bigger by most metrics, but live attendance is one notable exception. In December, an NFL spokeswoman told me they expect about 64,000 people at the game Feb. 8 in Santa Clara, though Thursday she said that figure is growing as plans are finalized. Even if it ends up at ...
Broncos top game day experience survey results
I’ve written twice in the past year about the rejuvenation of the fan experience at Empower Field at Mile High, first after last season and then at the end of the 2025 regular season. It’s a classic tale of an on-field resurrection coming as the business side doubled down on the game day production ...
SBJ Football: The math behind Super Bowl ticket inflation
The Jan. 22, 2026, SBJ Football newsletters examines why the face value of Super Bowl tickets still matters, what the Broncos, Seahawks and Rams are planning for activations and other fan festivities for the AFC and NFC championship and Pats owner Robert Kraft's comments on a longer schedule.
Teams, sponsors making the most of conference title games
Team marketers and sponsors are scrambling this week to leverage the conference championship games, which are the most valuable NFL assets located in home markets but also carry the downside of not being scheduled until seven days out. Here’s a look at three of the teams and their sponsors’ efforts ...
The face value of one Super Bowl ticket is up 136% in 10 years
At the first Super Bowl at Levi’s Stadium in 2016, the face value price of a field level seat in the end zone was $1,800. This year, those same seats are $4,250, an increase of 136 percent in 10 years, according to documents obtained by SBJ. (Ticketing experts often say lower-bowl end zone seats are...
Kraft kickstarts jockeying over longer schedule
I thought the 18th-game debate would only start up again at the traditional dueling Super Bowl week press conferences, when Roger Goodell and the NFLPA executive director traditionally do their most extensive annual public remarks, sometimes within hours of each other.
Bills ownership focused on reshaping long-term revenue, valuation and reach well beyond Buffalo
Opening a new stadium is every team’s best path to quick revenue growth, and the Bills are eager to see it work when the new Highmark Stadium opens this summer.
Buffalo’s $2.2B Highmark Stadium brings modern amenities to Bills fans while keeping football first
During a quiet twilight with several inches of snow illuminating the darkening sky, the Family Circle plaza was the perfect spot from which to ponder the Buffalo Bills’ stadium past and the future.