Melissa Shuffield, a spokeswoman for JPMorgan, said the company worked with the Snowflake Youth Foundation, the host committee’s designated charitable project. It helped start an after-school program at the Boys & Girls Club in Paterson, New Jersey, named “Cruz Control” after Giants receiver Victor Cruz, who hails from that city.

Goldman Sachs views its sponsorship as a way to support economic development in the tri-state area and a chance to trumpet Goldman’s work with the NFL helping minority and women- owned businesses become Super Bowl vendors, said Andrew Williams, a spokesman.

“We’re using this as an opportunity to promote our small business initiative and drive people to participate,” Williams said.

Cicero said the sponsors in New York demonstrate both the wealth and power of the city’s economic base, and the expense of hosting the NFL’s championship game there, spread between two states with a stadium in East Rutherford, New Jersey, eight miles from Super Bowl Boulevard in Manhattan’s Times Square.

NFL Policy

The New York area was able to tap the financial sector more easily than other cities because of an NFL policy: It allows hosts to recruit sponsorships from local businesses who are not official league partners. This year, that meant financial institutions.

While New Orleans had no hope of tapping the kind of money available to the New York-area hosts -- its exemption was to the oil and gas industry -- the infrastructure in place there from hosting the game a record 10 times ensured a budget of under $15 million, he said.

“It’s not only less expensive to do business here, the fact that we’ve done this 10 times before helps us navigate the event,” Cicero said from New Orleans. “With 20,000 hotel rooms, the French quarter and the Superdome all within a mile radius of each other, expenses are a lot less.”

Smaller Sponsors

Indianapolis hosts targeted dozens of smaller businesses to raise the money needed to host the 2011 Super Bowl, said Allison Melangton, president of the Indiana Sports Corp. and the state’s host committee. To show that the city and state could gather the $30 million or so required for their first Super Bowl, organizers solicited donations from 133 Indiana companies of all sizes before even making their bid.