Comcast Corp. and the NFL Network have some big plans for the “Big Game.”
With Super Bowl XL scheduled for Ford Field in Detroit Feb. 5, the nation’s largest MSO and the pro-pigskin programmer are looking to execute a game plan aimed at raising their profiles in the area and with visitors embarking to “Motown” for the National Football League’s championship contest.
In addition to presenting 11 billboards and 10 co-branded bus wraps in the area, the parties are teaming up on an effort that will reposition NFL Network -- which is providing 100 hours of Super Bowl-related coverage, 60 of them live, during the week of the game -- from digital to analog from Jan. 23-Feb. 7.
The channel will also feed NFL Network HD full-time to Comcast systems in the DMA.
NFL Network vice president of affiliate sales and marketing Art Marquez said 295 area hotels, representing nearly 27,000 rooms in the Detroit market, will have access to NFL Network, with Comcast providing service to 230 of them.
The cable company will also serve as the backbone provider to the Super Bowl media center, providing high-speed-Internet access and Wi-Fi service and giving journalists a look at NFL Network on Demand.
At the annual Motown Winter Blast festival, Comcast will have a display area that will screen the network’s HD and on-demand product.
NFL Network and Comcast are also giving away a pair of Super Bowl tickets at the “NFL Experience,” the league’s fan fest at Cobo Hall, on the Friday night before the game. Those who sign up for the on-site giveaway can examine Comcast’s advanced services at its truck parked there.
On game day, Comcast will “brand-wrap” the Sunday Detroit News and Detroit Free Press. And in the stadium, the MSO will showcase the company’s video and high-speed services.
For more on Comcast’s Super Sunday, please see Mike Reynolds’ story on page 24 of Monday’s issue of Multichannel News.