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Ahead of Super Bowl LIV, Miami sets sights on hosting NFL showpiece again by 2030

Signage is displayed near the Fox Sports South Beach studio compound prior to Super Bowl LIV on January 25, 2020 in Miami Beach, Florida (Credit: Getty Images)

  • Host Committee has replied to league invitation to stage event in 2026, 2027, 2028 or 2029
  • Around 200,000 visitors expected in city ahead of Chiefs-49ers game at Hard Rock Stadium
  • Local fundraising efforts helped by offer of tickets and suites to private companies 

It has been 10 years since Miami last staged the Super Bowl, and local sports, business and tourism officials have already taken steps to ensure that the South Florida city does not wait as long to host the NFL showpiece event again.

On Sunday, February 2, Hard Rock Stadium – home of the Miami Dolphins – will host Super Bowl LIV between the Kansas City Chiefs and the San Francisco 49ers, a game which will be broadcast nationally in the United States on Fox. It will be the 11th time that Miami will host the Super Bowl, breaking a tie with New Orleans for most Super Bowls played in a city.

The NFL has already chosen the next four Super Bowl hosts: Tampa (2021), Los Angeles (2022), Glendale, Arizona (2023), and New Orleans (2024). Las Vegas is believed to be the front-runner to stage the event in 2025, following the high-profile arrival of the Raiders from Oakland, the construction of the NFL team’s Allegiant Stadium and upcoming 2020 NFL Draft in Sin City.

Beyond that, the race has begun to stage the event in 2026, 2027, 2028 and 2029 – and Miami has already submitted a proposal to be selected in one of these years.

“We’ve already been invited by the NFL to sign those documents, which we have,” Rodney Barreto, the chair of Super Bowl LIV Host Committee, tells SportBusiness. “They [the NFL] changed their policy. You no longer bid on them. You are invited to participate, and they send you a document, which has their prerequisites, and if you are interested, please sign it. And I have.”

The Fox Sports South Beach studio compound on Miami Beach (Getty Images)

Barreto believes Miami is in prime position to get the Super Bowl regularly going forward. “When a city or team rebuilds a stadium or builds a new stadium, they typically get a Super Bowl [soon after]. But most of the [NFL] stadiums will be built by 2023, so I suspect that we’ll get into a rotation,” Barreto says.

A successful Super Bowl this week will also likely boost Miami’s chances of being named as a host city for the 2026 Fifa World Cup. Seventeen US cities, including Miami, are vying to make the 10-venue shortlist for the men’s global soccer extravaganza, which is being co-hosted by the United States, Mexico and Canada.

Dolphins owner Stephen Ross, meanwhile, is also hoping to stage a Formula 1 Grand Prix outside the Hard Rock Stadium next year.

“[Hosting Super Bowl LIV] validates that we can host big events and can do it the right way. All these things help,” Barreto adds.

Miami poised to gain ‘incredible exposure’

Approximately 200,000 fans will visit Miami for Super Bowl week, which began on January 25 with the opening of Super Bowl Live, a free-to-the-public fan fest that includes family-friendly activities, concerts, fireworks, and meet-and-greet and autograph sessions with NFL players.

That headcount is more than three times the 65,326-capacity of Hard Rock Stadium, a relatively small figure for a NFL stadium that has fueled robust activity on the ticket resale market for the game. Many fans are coming to south Florida to take in the other events and overall atmosphere without attending the game itself.

There is also the ticketed Super Bowl Experience, an interactive theme park in which visitors can participate in youth football clinics, buy merchandise, and take part in a 40-yard dash and vertical jump against NFL players on LED screens. It also features personalized digital photos, a virtual reality experience, an enhanced Super Bowl rings display, and photos with the Vince Lombardi Trophy.

There are a host of other events including Super Bowl Music Fest – a three-day concert event where artists such as Guns N’ Roses, Maroon 5, Meek Mill, DJ Khaled and Snoop Dogg will perform – the Taste of the NFL, Super Bowl Opening Night media day at Marlins Park, the Gridiron Glory Pro Football Hall of Fame Exhibition, and the Players Tailgate on game day. And it’s Miami, so there are parties too, including ones hosted by Sports Illustrated, former Miami Heat and Los Angeles Lakers legend Shaquille O’Neal, and former New England Patriots tight end Rob Gronkowski.

“The size of the footprint has got much bigger, many of these things didn’t exist over the years. But Miami is used to big events, this is why we have the 11th Super Bowl,” Barreto says.

Fans pose with signage near the Fox Sports South Beach (Getty Images)

According to Barreto, interest in attending the Super Bowl has also increased with the participation of the Chiefs and the 49ers. Guided by superstar quarterback Patrick Mahomes, the Chiefs have reached their first Super Bowl in 50 years, while the 49ers are back in the Super Bowl for the first time since 2013, and seeking their first title since the 1994 season.

“We’re ecstatic that those two teams are in the final game. They both have great fanbases who are known to travel well and they both haven’t been to the Super Bowl in a while. We’ve already had a lot of calls from both those cities. We’re excited,” Barreto says.

Barreto is not disclosing how much it will cost to stage Super Bowl week, which has been covered by a mixture of private and public funds, and followed a $500m redevelopment of Hard Rock Stadium. Atlanta’s Super Bowl week in 2019 cost around $48m.

According to the Miami Herald, Miami-Dade’s municipal governments have spent or plan to commit more than $15m on security bills, municipal fee waivers, parks improvements and for event preparation, police, firefighters, paramedics, code inspectors, public works and solid waste workers to work Super Bowl-related events, among other costs. Miami-Dade County also has an agreement to pay the Dolphins $4m as a reward for attracting the game, though it won’t have to start making payments until 2024.

Among the Host Committee’s private partners are companies like Truist, Footprint, DeliverLean, SaferWatch, American Medical Response, Perry Ellis International, Hellas, Mastec, Sumitomo Corporation of Americas, Transwestern, Teknion, FCI, Cherry Bekaert LLP, Ocean Conservancy, Brightline, Bal Harbor Shops, and the Port of Miami.

The Host Committee received the right to purchase a number of tickets, as well as some suites, for the Super Bowl from the NFL as part of the city’s bid to stage the game. They have been used to reward companies who helped fund the costs of hosting. “That’s how we’ve raised money for the committee to meet its obligations from the NFL. It’s an incentive for [companies] to work with us,” Barreto says.

It is estimated that the event could generate more than $400m in local economic activity, though many economists question the figures given by Host Committees, saying their predictions are inaccurate or overblown.

Nonetheless, Barreto believes the nationwide and global publicity that Miami will gain from the Super Bowl makes the event extremely worthwhile.

“I think we’re going to get an incredible amount of exposure for Miami,” he says. “We want a great event, which is incident free of any major issues. If people come here, have a great time and enjoy the great activities and enjoy a great football game and make it home safe, that’s what we want.”

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