• Loading stock data...
Saturday, June 21, 2025

Tunes and Touchdowns: How Music Will Play a Huge Role at the Super Bowl

music-role-super-bowl

Photo via On Location Experiences

The music industry and the sports world have long been a natural match. You don’t have to remind the athletes and well-known musical acts of that, but when attending a tentpole sporting event, the trend of the last decade has been to complement that event with a concert or a large music festival. 

A decade ago, that might mean that a Pro Football Hall of Fame Weekend would include a performance by Canton, Ohio’s own, the O’Jays. Fast forward to now, and Maroon 5 headlined the Concert for Legends at the stadium. In addition, visitors to the NCAA Final Four know that the March Madness Music Fest has become a staple of the traveling road show going back years.

However, the Super Bowl — one event that truly captures the undivided attention of sports fans every year — hasn’t quite had that same accompanying treatment.

Until now.

In an effort to create a blowout musical event to pair with the Super Bowl, Don Renzulli, executive vice president of events at On Location Experiences, is proud of his team’s latest efforts in further solidifying its place as a leader in the premium experiential hospitality business.

“On Location Experiences was initially launched in March 2015, when the NFL was seeking a strategic reposition of its premium events and hospitality business,” he said of the company, which besides its NFL work, also operates well-known brands in the sports travel business such as PrimeSport and Anthony Travel. “From then, we have grown by providing unrivaled access to corporate clients and fans looking for immersive experiences at the biggest events in sports and entertainment.”

READ MORE: Why Winning Should No Longer Be a Strategy When It Comes to Driving Attendance

On Sunday, February 3, the AFC and NFC will send their best to Atlanta for Super Bowl LIII at Mercedes-Benz Stadium.

From Thursday, January 31 to Saturday, February 2, many of the most popular and cleverly selected feature acts from the music industry will also descend upon Georgia to add to the atmosphere and experience at the brand-new Super Bowl Music Fest.

“When looking at major sporting events, such as the Super Bowl, there are so many opportunities to really enhance the experience and incorporate the hosting city,” Renzulli said. “In years past, we have helped produce concerts leading up to Super Bowl Sunday, but they were held in a private pop-up venue. With the Super Bowl Music Fest, it allows us to really tap into city’s offerings and work with what is already there, instead of bringing in something new and temporary.

“In short, the Super Bowl Music Fest has always been a part of our plan. This is our third Super Bowl, and with each year, we learn more about the fans, the hosting cities and what we can do to amplify the event.”

Along the way to the Super Bowl, On Location Experiences learned a fair amount from other events stemming from separate partnerships. In turn, that played a substantial part in the design of the Super Bowl Music Fest.

“On Location is involved with numerous events across the sports and music industries. With each one, we gain a little more insight on the important operational aspects that enhances the overall fan experience,” he said. “No matter the size or type of event, we always build our events around the clients’ experience.

[mc4wp_form id=”8260″]

“In creating the SBMF, we relied on our previous knowledge of the Super Bowl and the events that surround the weekend, and in combination with our growing involvement in the music industry, we are able to create an event that merges the worlds of sports and music.”

It’s not just the way it’s designed; the inaugural Super Bowl Music Fest features a lineup of heavy hitters from the music industry too. From Bruno Mars and Cardi B to Aerosmith and Post Malone, the festival showcases names that are sure to draw attention. The lineup even features Atlanta’s own Ludacris and Migos to kickoff the festivities the Thursday before the big game.

That, too, was no accident.

“When the plans started to come together for the SBMF, we always wanted to focus on the ‘local’ aspect of the event. From where the event was taking place, to the performers, we wanted the SBMF to be a way to highlight each hosting city and what each uniquely has to offer.”

There was something else “very Atlanta” that came into play when putting together the event for On Location Experiences: the Atlanta Hawks.

The NBA franchise plays in State Farm Arena — next door to Mercedes-Benz Stadium, CNN Center, and major tourist attractions around Centennial Olympic Park. The Hawks’ schedule had to be accounted for as the venue was selected to play host for all events at the Super Bowl Music Fest. If you look closely, the Hawks are on a multi-week road trip leading up to and including Super Bowl LIII.

READ MORE: What the Atlanta Hawks and Philips Arena Gain from Reduced Concession Prices

“I would say the scheduling of the Hawks was pretty important, especially since State Farm Arena was always on the top of our list as we starting to look for the right venue to host the SBMF,” Renzulli said. “Luckily for us, we were able to partner with the Atlanta Hawks and State Farm Arena to use the space for our event, as well as from a sales and marketing standpoint.

“Steve Koonin, the CEO of the Hawks and State Farm Arena, and his team have really been key partners in the planning and development of this event, and we are absolutely thrilled to be able to have this event at their state-of-the-art arena.”

So, where does the pairing of major sporting events and major music acts go from here? Were there learnings and aspects of putting on the Super Bowl Music Fest that On Location Experiences has already seen as opportunities to leverage in the future?

“Absolutely,” Renzulli said. “We believe that the sports and music industries are intertwined and that there are still more opportunities to be found in this space. Since the Super Bowl Music Fest is the first of its kind, we think it can be used somewhat as a template at future sporting events.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Apr 24, 2025; Green Bay, WI, USA; Penn State Nittany Lions defensive end Abdul Carter on the red carpet before the 2025 NFL Draft at Lambeau Field

‘More Is More’: The Elite Luxury Jewelers Decking Out Athletes

Meet the elite group of luxury designers crafting the biggest statement pieces.
Washington's Ben Gorsage, right, and Orland Park Sandburg's Mateo Ramiro-Garcia tangle at the start of the Class 3A state 800-meter run Saturday, May 31, 2025 at Eastern Illinois University in Charleston. Gorsage took third place, followed by Ramiro-Garcia in fourth.

Dozens of Olympic Sports Have Been Cut in Wake of House v...

Tennis, track and field, and swimming and diving appear heavily impacted.
Noah Lyles

Tyreek Hill–Noah Lyles Race Is Off for ‘Personal Reasons’

Lyles and Hill agreed to a race in February with few concrete details.

Featured Today

Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.
Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park
June 14, 2025

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.
Jan 24, 2017; Davidson, NC, USA; The Davidson Wildcats student section cheers during the first half against the Duquesne Dukes at McKillop Court at John M. Belk Arena. Davidson defeated Duquesne 74-60.
June 6, 2025

Every College Wants a Flashy Basketball GM Hire Right Now

The role is more important than ever, and the definition is ever-evolving.
August 31, 2024; Columbus, Ohio, USA; The Goodyear blimp flies over Ohio Stadium during the first half of Saturday’s NCAA Division I football game between the Akron Zips and the Ohio State Buckeyes.
June 6, 2025

Why the Goodyear Blimp Is at Every Major Sports Event

The airship wasn’t built to cover sports. Now it’s a regular presence.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Ted Leonsis unpacks basketball’s global rise, media rights, and portfolio ownership.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.