00:00Bags are packed. I'm ready to go to San Francisco. Super Bowl week is always crazy, but I'm ready. Let's go.
00:09I'm Randall Williams, a sports business reporter at Bloomberg News, and I'm taking you inside the world's biggest, flashiest, and most expensive sporting events to answer one question.
00:18How did sports become this big of a business? Today, we're headed to the single most watched event in American sports. Welcome to the Super Bowl.
00:30Now, using the word big to describe the Super Bowl is an understatement. Last year, in a blowout win that no one saw coming, Super Bowl 59 became the most watched TV broadcast since the 2024 Super Bowl.
00:41And Super Bowl week didn't just dominate TV screens. It generated $1.25 billion in economic impact for New Orleans and the state of Louisiana.
00:49This year, for just the third time ever, San Francisco is hosting the game with NBC handling the broadcast.
00:54And the hype is palpable, with the New England Patriots reaching their record 12th Super Bowl and the Seattle Seahawks looking to avenge their Super Bowl 49 loss.
01:03But here's the thing. The sports business doesn't wait for storylines.
01:06Before this season even kicked off, NBC had already sold 90% of its Super Bowl ad inventory at an average cost of $8 million for 30 seconds, a record high.
01:15So how did we get here? Let's rewind to the origin of how this event came to be.
01:21The game originally got its name in 1969, during the third ever Super Bowl.
01:25Late Chiefs owner Lamar Hunt jokingly called the championship the Super Bowl after watching his kids play with a toy called the Super Bowl.
01:32And right in the middle of the football season's grand finale was entertainment.
01:36The halftime show started with marching bands.
01:39But that changed in 1993 when Michael Jackson took the stage.
01:42MJ's performance brought the show millions of viewers and its first ever sponsor, Frito-Lay.
01:50Now the payoff for artists is massive exposure.
01:53With two major audiences, football and music fans, the Super Bowl has become prime real estate for advertisers.
01:59Everyone has a favorite Super Bowl moment.
02:01A favorite game, a favorite halftime show, a favorite commercial.
02:05Remember when Britney stole the show in 2001?
02:08That's why the Super Bowl is unmatched, why broadcasters pay billions to air it, why advertisers pay millions for seconds,
02:14and why team owners are rebuilding their stadiums, chasing the chance to host it.
02:18Because for one Sunday a year, football isn't just a game.
02:22It's the biggest business on earth.
02:24We're headed to the Super Bowl.
02:26We're headed back here in add to the Super Bowl.
02:27We're headed back to the Super Bowl.
02:28The Super Bowl is ready to come pretty quick.
02:30We're headed back to the Super Bowl.
02:31We're headed back to the Super Bowl, also settually CGT abuse the show quality of the souder.
02:33We're headed back toë´ Economics, which is famously aboard of Super Bowl.
02:34Let's meet people today.
02:35We are headed back to the Super Bowl and say Data Talk Finish deck.
02:37We're headed back to the Super Bowl.
02:38There's einer Inter filth for the series in juego.
02:39We're headed back to the Super Bowl.
02:40We're headed back.
02:41We're headed back toëš CHANCEP 4200 People's trading at the Super Bowl.
02:44AfterglĂłg Most jokingly here to my business.
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