Super Bowl Event Photography
Four Consecutive Super Bowls for Nike, Fanatics and NFL Shop
For four consecutive Super Bowls I’ve photographed the week for Nike, Fanatics and NFL Shop. I start during the build, photograph the finished spaces before doors, stay as the stores and the party fill up, and continue inside the stadium on game day. I’m not just photographing what an activation looks like. I’m looking for what it was built to do, then translating that into photographs that feel alive.
Four cities
A different room every year
The build, the stores, the party, the stadium. Phoenix, Las Vegas, New Orleans, San Francisco.
Build days
Lifts, ladders and forklifts
A resort lawn, a nightclub, a sugar mill and a pier warehouse. I start while they’re still being transformed, working alongside Simon Miller, Jonathan Gomez and the Brand Activation Services crew.
Finished
Before anyone walks in
Lit and empty before doors, with everything exactly where the production team intended it.
In use
Then the doors open
Fans filling the stores, product in hand, a custom Topps card coming off the carousel.
The party
Four years, four headline stages
Travis Scott, Lil Baby and J Balvin in Phoenix, Ice Spice in Las Vegas, Post Malone and Ciara in New Orleans, Cardi B in San Francisco. These are brand events with a stage in them rather than concerts, and what I am there to photograph is whether the room works. The artist is the reason it is at full volume. The pictures have to hold both, the set and the room it was built for.
Game day
Kickoff to confetti
Inside the stadium: the team stores, the game, halftime, and the stage at the end of it.
Let’s work together
Year by year
Four Super Bowls
Super Bowl LX, San Francisco
The fourth year, with photographs published by BizBash that week. David Blaine worked a card trick for Michael Rubin moments before Tom Brady walked in. Cardi B tore the room apart in a yellow and black scuba suit, SZA grounded it, Travis Scott closed it to a wall of phones, and the next day Bad Bunny climbed onto a pickup truck at halftime.
Super Bowl LIX, New Orleans
The full three days: the Sugar Mill build, the NFL Shop, the party and the Superdome. Post Malone and Quavo on Congratulations, Ciara and Ludacris on Oh, and the next day Kendrick Lamar at the center of a human-made American flag before the Eagles ran away with it.
Super Bowl LVIII, Las Vegas
The first Super Bowl in Las Vegas. Marquee at The Cosmopolitan, the NFL Shop at Mandalay Bay, and Allegiant Stadium on Sunday. Diplo was telling Gavin Newsom a story at the rail while Ice Spice took the stage, Chase B talked E-40 into coming up, and the next afternoon Mahomes and Kelce were dapping it up on the championship stage under a sea of confetti.
Super Bowl LVII, Phoenix
Where the run began: the build, Nike at the Super Bowl Experience, and the Fanatics party on the Biltmore lawn. Travis Scott stopped his set, handed the tequila to Robert Kraft, told the front rows to put their phones down, and swatted my camera down. It’s the last frame I took of him that night.
The crew
The people behind the week
I’ve worked alongside Simon Miller, Jonathan Gomez and the Brand Activation Services crew across all four Super Bowls, with Jonathan Ehlers and Mikey Smith on video each year. All extended family now.
What They Say
“He’s become a staple with helping us capture some of the most amazing pictures at the Fanatics Super Bowl Party every year, and not to mention the time he takes at capturing our team in their natural event production roles.”
Jonathan Gomez, Brand Activation Services
Selected work
Related work
Common Questions
Frequently asked questions
Do you photograph Super Bowl events and brand activations?
Yes. I’ve photographed four consecutive Super Bowls on assignments produced by Brand Activation Services for Nike, Fanatics and NFL Shop: the build-outs, finished environments, retail in use, the Fanatics Super Bowl Party and game day inside the stadium.
What do you photograph during Super Bowl week?
The full life of a production. The build, finished spaces before doors, branding and details, retail and activations in use, hospitality, private events, live performance and the atmosphere around the week. On credentialed stadium days, that has also included the team stores, fans, the game and halftime.
Can you photograph the build and the finished space before the event starts?
Yes. I’m on site while the environments are still going up, then photograph them clean once the production is finished and before anyone walks in.
Can you cover multiple days and locations during Super Bowl week?
Yes. These assignments move between the Super Bowl Experience, the party venue and the stadium on game day. I work independently across multi-day schedules and changing locations.
Can you photograph inside the stadium on Super Bowl Sunday?
When the assignment includes the appropriate credential, yes. I’ve photographed game day at Allegiant Stadium, Caesars Superdome and Levi’s Stadium, with access throughout the building except the field. Super Bowl credentialing includes NFL security vetting and identity verification, a process I’ve completed for four consecutive Super Bowls.
What do clients receive, and when?
On these Super Bowl assignments I have delivered a first set of edited selects within 24 to 48 hours and the full gallery later that week. Delivery is built around the scope and the need, and can move faster when an assignment calls for it. Usage is scoped to the assignment for brand, agency, social, press, web and other agreed commercial uses. I retain copyright and license the work non-exclusively.
Are you available for Super Bowl LXI?
I’m considering select assignments for Super Bowl LXI week in Los Angeles, including build and pre-event coverage earlier in the week. Super Bowl schedules come together late, so the earlier we talk, the easier it is to see what can fit.
Let’s work together
Building something for a big week?
Whether it’s a build-out, a retail activation, a private party or a multi-day program, I’d love to hear about it. Send the date, the city and what you’re making, and I’ll get back to you personally.
Based in Minneapolis, on site wherever the build is.
Get in Touch or email directly: jackson@jacksontylereddy.com