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Aussies and Kiwis Provided Unprecedented Access To Superbowl 52

June 16, 2017 Sports No Comments Email Email

In an Australian-first partnership, On Location Experiences (On Location) the official hospitality partner of the National Football League (NFL), has confirmed the appointment of Melbourne-based DMC, Insider Experience as its Authorised Agent of On Location Experiences’ Official Hospitality in Australia and New Zealand for Super Bowl 52.

The appointment will provide Australian and New Zealand corporate groups and individual travelers with unprecedented access to the world’s biggest annual sporting event, the NFL Super Bowl, which this year attracted a global viewing audience of 112 million and generated more than US$15.5 billion in spending.  

“Australia is a growing market for American Football, so the appointment of Insider Experience was critical to ensure customers in Australia and New Zealand wanting to experience the Super Bowl have unprecedented access directly from the NFL, including exclusive game day access, pre- and post-game parties, on-field celebrations and meet and greets with NFL Legends,” said John Collins CEO, On Location Experiences.

CEO of Insider Experience, Karine Bulger, says the partnership was a game changer for the local market.  “On Location is the sole provider of NFL Super Bowl experiences, which means our clients have certainty that what they’re buying is what they’re getting, from exclusive NFL-controlled hospitality, right down to guaranteed seat location and 100% authentic and verified tickets,” said Ms Bulger. “This enables us to now work with our clients to select and reserve their exact seat location and pair it with an experience of a lifetime at the Super Bowl.”

The Insider Experience team has more than 20 years’ experience servicing the events market, providing bespoke destination management services. With the unique set-up of offices in Melbourne, Sydney and Auckland, coupled with staff across the US, the model has proven successful with clients seeking US experts that understand the needs of Aussies & Kiwis.

“Having spent many years living in the US, I can honestly say there is nothing quite like the Super Bowl.  The event is truly mind blowing,” said Ms Bulger.  “The NFL has taken the Super Bowl from a sports-entertainment brand to an entertainment-sports brand, and it’s now recognised as the world’s biggest annual sporting entertainment event.”

“It is a phenomenal week that needs to be experienced first-hand and should definitely be placed on the bucket list,” said Ms Bulger.  “For our guests, it’s a chance to be educated, entertained and enthralled in a once-in-a-lifetime experience, while accessing VIP activities not on offer in Australia or New Zealand.”

Insider Experience will offer exclusive behind-the-scenes access to individuals and corporates through event and side-event hospitality packages. The experiences include game tickets in premium locations, celebrity meet-and-greets, tickets to A-List concerts, VIP parties and exclusive tailgate events inside the stadium security perimeter, and on-field access post-game.

“In addition to the incredible weekend of Super Bowl festivities, Insider Experience can curate business content to suit corporate groups, be it access to a study tour in Minneapolis, or a pre-Super Bowl trip to the inner sanctum of Fortune 500 boardrooms in Silicon Valley,” said Ms Bulger. “Or, for those that just want to have fun, pre or post-extensions in Las Vegas, or wine tasting in the Napa are also incredibly popular”

Tickets have now been released for Super Bowl LII which will be held in Minneapolis on Sunday 4 February 2018. Visit for more information.

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