“We had a lot of different industries represented, from the largest companies in the state -- from Cummins Engines all the way down to locally based law firms,” she said. “For us it was the right thing to do because the community’s inclusiveness and engagement was part of the reason our Super Bowl was so special.”
Kelly, former president of American Express Co., said few of the financial companies are engaged in traditional sponsorship activities, such as Pepsi turning Bryant Park in midtown Manhattan into a theme park.
“We clearly have an advantage over a place like Indianapolis or New Orleans,” he said. “They don’t have anywhere near the same corporate presence. On the other hand, we have a large geographic footprint that’s difficult to navigate, spanning two states.”