BY MIRABEL ODETA
Forget flashy cars, designer wardrobes, and mansion selfies – the ultimate status symbol today is being able to post pictures from the Super Bowl field itself, sprawled in celebratory confetti and making snow angels, and people are willing to spend tens of thousands of dollars for that very experience. What was once considered a once-in-a-lifetime sporting event has now transformed into a high-end lifestyle experience, as fans and travelers increasingly prioritize unique, Instagram-worthy moments over material possessions.
Sports tourism has emerged as the fastest-growing segment of the global tourism industry, driven by a new generation of travelers who want to go beyond watching a game from the stands. Premium Super Bowl ticket packages now include a wide range of exclusive opportunities, from meet-and-greets with NFL legends to behind-the-scenes access on the field after the final whistle and confetti showers.
“If you’ve never been on the Super Bowl field after the confetti’s flown and done a snow angel, you have not truly experienced sports,” Paul Caine, president of premium hospitality company On Location, said. “This is where the highest level of experiences and hospitality exists, where sports fandom meets unforgettable memories.”
This year’s Super Bowl, which pits the Seattle Seahawks against the New England Patriots, is set to take place on Sunday in Santa Clara, California. On Location, the NFL’s official hospitality partner, offers a variety of packages that combine game access with high-end hospitality experiences.
Prices for these packages begin at $6,500 per person, while top-tier offerings, which have already sold out, include even more lavish perks. Among the packages currently available, the highest-priced option reaches $34,500 per person.
The experiences included in these premium packages go far beyond simply watching the game. Guests can enjoy live musical performances by world-renowned artists such as Sting and The Killers, savor chef-curated cuisine, participate in private wine tastings in Napa Valley, or tee off at iconic golf courses like Pebble Beach. For travelers seeking an all-encompassing sports and lifestyle adventure, these packages provide an unparalleled combination of entertainment, luxury, and exclusivity.
According to the World Economic Forum’s Sports for People and Planet Insight Report, sports tourism accounted for 10% of global travel spending in 2025. Revenues in this sector have been growing at an average annual rate of 28% since 2020, outpacing the overall tourism industry growth of 22%. The report highlights the increasing appetite for experiential travel, showing that travelers are willing to invest heavily in immersive and memorable sporting experiences rather than conventional travel or material possessions.
Premium entertainment concierge service Confirmed360 reports that the Bay Area has become a particularly sophisticated market for Super Bowl experiences. Their fully customized packages can reach extraordinary levels, with some high-end experiences surpassing $2 million. Corporate clients, particularly from large technology firms and venture capital firms, are driving this demand, using these exclusive packages to entertain clients, reward employees, and impress investors. “Everyone is trying to impress someone or stay ahead of the competition,” said Simon David, Managing Director of Confirmed360.
On Location is calling this year – which includes not only the Super Bowl in Santa Clara but also the Milano Cortina Winter Olympics and the World Cup – the largest in the history of sports hospitality. The company has already reported a 17% year-on-year increase in Super Bowl hospitality packages sold, along with 19% revenue growth compared to last year’s championship game in New Orleans.
“Tourism has shifted significantly in the post-COVID era. People are no longer satisfied with just going somewhere; they want to experience something unforgettable. The experience economy is now a major driver, and sports tourism specifically is among the fastest-growing sectors,” Caine said.
The trend represents a shift in priorities, as immersive, behind-the-scenes experiences now hold far more value than simply owning a ticket. “Attending a game and sitting in the stands is not what we consider true tourism,” Caine added. “That is a transactional experience. What people are seeking now is full immersion, exclusivity, and moments they can share and remember forever.”
For those willing to pay the premium, the value proposition appears to hold up. “I have never had anyone express regret over the experiences they received relative to the price they paid,” Caine emphasized. “The memories, the access, and the exclusive opportunities create a level of enjoyment that goes far beyond anything traditional sports tickets could offer.”
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