The Super Bowl has evolved dramatically since its inception in 1967, growing from a sparsely attended event to a global spectacle watched by millions each year. As the Kansas City Chiefs and Philadelphia Eagles prepare for Super Bowl LIX, the experience for those in-stadium remains unique, yet technology has fundamentally altered how the majority of fans engage with the game. Innovations such as AI-powered insights, augmented reality, and virtual reality are reshaping the viewing experience, and the NFL continues to set benchmarks in media rights revenue with its massive $110 billion deals, influencing sports across the board.
On 15 January 1967, the legendary quarterback Bart Starr made his second touchdown of the match to clinch the game for the Green Bay Packers, America's first-ever Super Bowl was watched by a stadium only two-thirds full.
Today, the big game is one of the most-watched and influential events worldwide, with an estimated 183m viewers each year, and the way people watch has changed beyond recognition.
For those in the stadium, the experience is unparalleled - filled with excitement, glamour, and intimacy. But for the global audience, technology has revolutionised engagement.
The NFL leads the charge in media rights, outpacing even the Premier League in TV rights revenue, having negotiated a $110bn deal setting the gold standard for content distribution.
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