Hartwell Studio Works

The Hartwell Studio Works Sports Branding Podcast

The podcast for front office personnel who want to harness the power of sports branding to win more fans.


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Episode #16: Working with the Super Bowl Brand with Jen Johns


For sports events in the United States, it doesn’t get much bigger than the National Football League’s championship game, the Super Bowl. As a cultural event, the Super Bowl brand has a power and reach matched by very few other properties. What’s it like to have that kind of brand power come to your city? How do you use it, and what can you learn?


Jen Johns, the former VP for marketing and communications for the Atlanta Super Bowl Host Committee, hosting Super Bowl LIII, joins me to answer those questions and talk about what she learned working with one of the biggest sports brands in the world. Enjoy the show!


LinkedIn: https://www.linkedin.com/in/jenjohns1/


01:31 – Jen’s introduction and background

02:30 – What is the role of a Super Bowl Host Committee?

04:37 – What makes the Super Bowl brand different?

06:22 – What does the Super Brand mean to a host city?

07:37 – How does the host city brand and the Super Brand brand come together to create something unique?

10:43 – What was the best thing that came out of the Atlanta / Super Bowl brand partnership?

12:42 – How do you use brand design to manage all the different Super Bowl stakeholders?

13:58 – What surprised you the most about working with the Super Bowl brand?

16:10 – What is the key to creating a good brand design system?

17:55 – How important is to identify a “big idea” in a brand identity system?

19:12 – What’s your big take away from working with the Super Bowl brand?

Total episode runtime is 00:21:51.

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John Hartwell