Beyond the game: The involvement of commerce and logistics in the Super Bowl

At DICEX, we know that an event of this magnitude is possible thanks to the logistics of incredible teams working for months in advance of the big game.

Likewise, the Super Bowl is a catalyst for international trade as the sport has gained great popularity in other countries in recent years, starting with Mexico.

Here are three interesting facts about the latest editions of the Super Bowl.

Beer and Mexican avocado: the stars of the game

As we mentioned at the beginning, Super Bowl weekend is a great catalyst for international trade and our country benefits from this with the increase in avocado and beer exports.

Just 2023, the United States imported nearly $2.5 billion dollars’ worth of Mexican avocados, according to the Department of Agriculture (USDA). Of the 6,000 trucks that transport the green gold to the neighboring country, 90% cross the border between the cities of Laredo and Pharr in Texas.

According to the Ministry of Agriculture and Rural Development (SADER by its acronym in Spanish), 138,000 tons of avocado will be exported to the United States this year for the Super Bowl weekend. Grupo Consultor de Mercados Agricolas reported a 32% increase in the cost of avocado exports, from 1.76 to 2.33 dollars per kilo. With this increase, the economic revenue from avocado sales this season is expected to be 259 million dollars, according to Grupo Consultor de Mercados Agricolas.

On the other hand, according to information from Central Bank, Mexico is the main exporter of beer worldwide with more than 5 million dollars in export value. The 97.6% of beer exported to the United States and, during the Super Bowl weekend, more than one billion liters of this beverage have been consumed.

According to Nielsen IQ data, Modelo Especial beer overtook the American brand Bud Light as the best-selling beer in the US. Likewise, a report of home delivery by the company, Instacart, showed that Mexican beers Modelo Especial and Corona Extra are two of the 10 most consumed beers during the Super Bowl weekend.

Logistics: the man in charge of bringing the trophy to Allegiant Stadium

It is obvious that to pull off an event of the magnitude of a Super Bowl, logistics are essential at every step of the organization.

Neither Austin Mahomes nor Brock Purdy would be able to lift the Vince Lombardi Trophy victoriously if it were not for the logistics behind this great game.

FedEx is the NFL's official package service sponsor and the company in charge of delivering the Vince Lombardi Trophy during the Super Bowl Experience, one of the most important events in the run-up to Super Bowl this Sunday.

Using their new SenseAware technology, they can monitor the entire journey of the Vince Lombardi Trophy. Thus, they can track from the location of the shipment, as well as measure the humidity, temperature and light entering the package, to know if it has been opened prior to delivery.

This logistics company is the one chosen to move the iconic trophy made by artisans of the Tiffany & Co. jewelry house, from the NFL headquarters in New York to its destination, in this case, the Allegiant Stadium in Las Vegas, Nevada.

The automotive industry stops betting on the big bowl

Advertising spaces during the Super Bowl broadcast are some of the most coveted in the market. According to the AdAge portal, advertising during the Super Bowl in 2024 will cost $7 million.

Until a couple of years ago, the automotive industry was one of the industries that invested the most in advertising during the broadcast of the big game. In 2022, there was a $99.3 million investment, according to advertising agency VIVVIX.

However, last year saw a significant decrease in auto ads during this telecast. Of the major automotive companies, only commercials from General Motors, Kia and Stellantis made an appearance. This year, only Toyota and Volkswagen are expected to be announced during the big game.

This drop in car registrations over the weekend is because the industry in general has faced major challenges such as supply chain problems and delays. Also, according to an annual survey by the consulting firm KPMG, in which more than 900 industry executives participated, 76% of them are concerned about the effect that rising inflation and interest rates may have on their business.

On the other hand, companies have dedicated themselves to following the lead set by Tesla and directing their efforts towards the development of electric vehicles as well as following an ad-free model.
‍

The Super Bowl goes beyond being a great sporting event, it also shows us how the entertainment world has an impact on other industries. So, as we prepare to enjoy the game, we can also reflect on the economic and commercial impact that the Super Bowl generates each year.