Inside The Big Game Panel Analysis

Our PRSA panel will focus on what public relations really looks like during the week of the biggest game in professional football, beyond the game itself. The panel will break down how PR teams plan, execute, and manage campaigns in the days leading up to the biggest event in American sports, where brands, media, and talent are all constantly competing for attention.

We will specifically cover brand sponsorship campaigns and event activations, including how sponsors use pop-ups, fan experiences, influencer events, and VIP parties to generate earned media. Panelists would discuss how publicists coordinate media access, align messaging across platforms, and make activations feel authentic rather than overly promotional.

Another key topic will be the high-profile events surrounding The Big Game, such as fan festivals and private brand events. The panel will highlight the behind-the-scenes work involved, credentialing media, prepping talent, managing schedules, handling last-minute changes, and how publicists stay flexible in a fast-moving environment.

The panel will also focus on NFL legends, many of whom are heavily involved in appearances and speaking engagements during the week prior to the Big Game. Panelists would share how publicists position legacy athletes as brand ambassadors, manage speaking engagements, and balance personal branding with sponsor expectations.

Finally, we would address media and broadcast coordination, including working with networks like NBC Sports. The discussion would explore how publicists secure interviews, manage on-air opportunities, and control narrative timing during one of the most competitive media weeks of the year.

Overall, this panel would give PRSA members a practical, real-world look at how strategy, relationships, and execution converge during the year’s most-watched sporting event. Attendees will walk away with a clear understanding of what it takes to make these high-profile moments successful on a global scale.

Hosted by the Entertainment and Sports Section and available to all PRSSA student members. Paid registration for non-Entertainment and Sports Section members includes the live webinar and video playback for one month.