Super Bowl marketing is usually larger than life, and there will be no exception for this year's big game taking place at MetLife Stadium in New Jersey. And while brands have some big plans for their ad lineup, no one's will be quite as big as A-B InBev's.
The world's largest brewer is teaming up with Norwegian Cruise Lines to play host to some 4,000 guests aboard the brand new Norwegian Getaway—which will be turned into a Bud Light-themed hotel from the Thursday before the game through Monday while it docks in New York, USA Today reports.
The passengers will experience a five-day party complete with Bud Light-branded everything, from pillows and hand towels to shampoo bottles, as their accomodations stretch across the cruise ship and onto the adjacent Intrepid Air and Space Museum. The ship, museum and pier will host concerts, business meetings and other events over the course of the 5-day dock.
"Bringing the Super Bowl to New York City is a special experience for NFL fans, and we wanted Bud Light Hotel to bring something unique to the table that's never been seen before," Rob McCarthy, vice president of Bud Light, told the International Business Times. "Creating this massive footprint at the Intrepid, one of the most iconic landmarks in the city, immediately establishes the Bud Light Hotel as a premier destination during Super Bowl weekend."
Bud Light will “host concerts and parties each evening” on the boat as well as “pre-parties and late night after parties on Super Bowl Sunday in an event space that will encompass more than 300,000 square feet.” Other brands, including EA Sports, Pandora and Pepsi will all host events on the boat as well. As Gothamist notes, Anheuser-Busch has branded hotels in Super Bowl cities since at least 2010, but this one is much bigger than any in year’s past.
Bud won't be the only brand doing it big this year, though. Billboard reports that music events “around next year’s Super Bowl will reach a record volume of activity.” The NFL and VH1 will host six concerts in the week before the game, with one hosted in each NYC borough and one in New Jersey. Citi and Anheuser-Busch are also planning “major music activations” for that week.