00:00At the Super Bowl, luxury can be many things.
00:03A nice bed, an uber black, an $11 hot dog.
00:07How about a $30 cinnamon roll or $67 for tacos, chips, and guac?
00:13Now that is Sports City.
00:16I'm Miranda Williams, a sports business reporter at Bloomberg News,
00:19and I'm taking you inside the world's biggest, flashiest,
00:22and most expensive sporting events to answer one question.
00:25How did sports become this big of a business?
00:30We're here during Super Bowl week in Levi's Stadium,
00:33and today we're going to talk luxury.
00:36And I probably don't need to tell you this, but it costs a pretty penny to be here.
00:41Flight prices surge, hotels double and triple their rates,
00:44and that's before you factor in food, transportation, parties, or the invite-only experiences.
00:50But the ultimate flex, being inside the game.
00:53This is the Super Bowl, so cheap and expensive are certainly relative terms here.
00:58Over the last few years, walking into the Golden Gates at the Super Bowl will at minimum cost you $3
01:03,000.
01:04But Super Bowl 58 in Las Vegas tripled that.
01:07What really drives the price comes down to the matchup and the venue.
01:12The bigger the stars, the more popular the team, the nicer the stadium, the higher the cost.
01:16That's why Super Bowl 58 in Las Vegas had the most expensive tickets on record.
01:21You had the Chiefs trying to repeat with Patrick Mahomes and Travis Kelsey,
01:25plus the additional hype of Taylor Swift against the 49ers.
01:28And then you add in Usher, who was hot as fish grease at the time after finishing a residency in
01:32Las Vegas,
01:33and all of that hype created a demand.
01:36That game averaged over $9,000 a ticket, with some on the secondary market going for $12,000.
01:42The cheapest tickets were between $5,000 and $7,000.
01:45And we haven't even touched suites.
01:48Smaller luxury suites can go for hundreds of thousands of dollars.
01:51But the larger ones, where you see celebrities like LeBron, Taylor Swift, Messi, Kevin Hart, Adam Sandler, Kai Sinat,
01:59and so many more, can cost millions of dollars.
02:02So what do you actually get inside one of those million-dollar suites?
02:06White glove service, specialized cocktails, and an endless rotation of food.
02:11And hopefully, if everything goes right in experience, you'll remember long after the final whistle.
02:17Because at the Super Bowl, luxury isn't just about comfort.
02:20It's about access.
Comments