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Smirnoff goes all in for Super Bowl weekend
As the NFL’s official vodka sponsor, Diageo-owned Smirnoff will host game day experiences for this weekend’s Super Bowl in New Orleans, Louisiana.
Philadelphia Eagles will face the Kansas City Chiefs at the Caesars Superdome in New Orleans for the Super Bowl LIX this Sunday, 9 February.
In the spirit of Smirnoff’s ‘We Do Game Days’ campaign, the vodka brand is hosting fan experiences during the weekend.
For the pre-game day celebrations on 8 February, Smirnoff will take centre stage at 201 Canal Street from 1pm-6pm CST. To this end, it has commissioned a 60-foot branded tailgate truck loaded with ice-cold cocktails and long grilling stations.
The truck is the length of the red zone of the football field and was built with more than 37,000 bolts, nuts, and screws in just six weeks.
It will also stand as a stage for performances, including American rapper Flo Rida.
Sam Salameh, vice president of vodka at Diageo, said: “At Smirnoff, we believe the long game always wins – on and off the field. As the brand who wrote the playbook on game day celebrations, we’re going to new lengths (literally) with a 60-foot tailgate truck built to ensure there’s a spot for everyone, paired with an unforgettable line-up of entertainment to show what we mean when we say, ‘We Do Game Days’.”
The festivities on game day will be kicked off by two-time Super Bowl champion Chris Long, who will host ‘the longest-ever live recording’ of his Green Light podcast.
Long commented: “Having the Super Bowl back in New Orleans is always exciting – it’s a high-energy city with fans that truly appreciate the game. I can’t think of a better way to close out a great week than by partnering with Smirnoff for our longest podcast ever.”
Smirnoff’s official game-day experience from 1pm-4.30pm CST at Caesars Superdome will feature cocktails, game-day face painting and the debut of the brand’s official gator mascot, The Smirnoff Tailgator.
More information and tickets for Smirnoff’s Super Bowl celebrations are available on the brand’s US website. The events are open to people over the age 21.
Earlier this week, the brand’s owner, Diageo, announced its plans to open a US$415 million manufacturing and warehousing facility in Alabama, US.
Smirnoff ‘s organic sales were down by 7% in the half year ended 31 December 2024, amid what was a weak H1 for Diageo.
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