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SP+ Gameday Goes the Extra Yard for Super Bowl Guests


Under typical circumstances, the Super Bowl is one of the most challenging logistical operations the SP+ Gameday Division tackles every year. Although the capacity in 2021 was significantly lower than the average attendance of over 70,000, the sanitation and disinfection required to protect Super Bowl guests dramatically increased the operational complexity.

Since 1999, SP+ has partnered with the NFL each year to manage the transportation for the Super Bowl. This partnership has grown steadily to now managing the overall transportation, mobility services, and parking in support of all NFL venues, including the Stadium where the Super Bowl will be played.

Preparations for the Super Bowl typically begin 18 months prior to the event, with the SP+ Gameday team traveling to the NFL host city regularly for the final 12 months. During their site visits, SP+ works with the NFL, Host Committee and local and state agencies on creating a transportation plan to support each of the NFL venues, including the Stadium. This plan takes into account the event overlay which is different from a typical day at the Stadium and other venues.

This year, in addition to the traditional services SP+ provides to the NFL during the week of the Super Bowl, SP+ Gameday supported the NFL COVID-19 protocols to help ensure a safe environment for everyone working and attending the game. Just some of the steps taken were:

  • Disinfecting all the buses, rental cars , golf carts and wheelchairs upon receipt from vendors that SP+ Gameday manages for the operation.
  • Additional disinfecting of those assets used daily, hourly, and as operationally dictated
  • Disinfecting all, traffic equipment, handhelds, and staff supplies before issuance.

Bringing the South Bay Brand to Life

Once the branding and logos were created, it was time to deploy the South Bay Branding across all of the customer touch points. The SP+ Operations team started on creating the new experience for customers while at the location. The team went to work and installed brand new signage throughout the facility, ensuring there were no remnants of 105 signage. New uniforms were created and provided to staff to show off the new South Bay Airport Parking Logo and match the new color palette.

SP+ staff members’ commitment to ensuring the safety of Super Bowl LV attendees extended beyond the confines of the day of the big game. While on site, the SP+ team supported the NFL’s COVID-19 protocols by committing to uphold the NFL’s Code of Conduct, which included: solo travel in cars, single rooms, refraining from eating in restaurants (take out only), not participating in social activities, curtailing meetings to outside only and limiting attendance at meetings. The SP+ GAMEDAY team worked diligently to ensure that their teammates and the guests that they served had safety top of mind.

“On behalf of the NFL, I would like to share my strong support and respect for the work, experience and professionalism of SP+ Gameday. SP+ has been a longtime trusted vendor partner of the National Football League, leading our transportation planning and management for many Super Bowls, as well as Pro Bowls, NFL Drafts and NFL Kickoffs. They are integral to our operational success and have a key seat at the table throughout the entirety of our Super Bowl strategic planning process. They make us better both because of their expertise and experience, but also because of the people who lead the SP+ team. They are passionate, collaborative and deeply committed to excellence and innovation,” commented Peter O’Reilly, Executive Vice President, Club Business & League Events, NFL.

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