Competitive Edge - Sports & Entertainment Marketing News

How Michael Jackson and ‘In Living Color’ changed Super Bowl halftime shows forever


The idea that forever changed Super Bowl halftimes struck Jay Coleman while watching Snoopy conduct a marching band and Charlie Brown twirl a baton.

Click here to read the story at

Discussion Questions:

  1. What is sponsorship?
  2. What is sponsorship inventory?
  3. How does the Super Bowl halftime show represent an example of sponsorship inventory?
  4. Based on information from this story, how did Michael Jackson and ‘In Living Color’ change Super Bowl halftime shows forever?
  5. How do you think that changed the value of sponsoring the event?
  6. Who currently sponsors the Super Bowl halftime show?
  7. Who is performing at this year’s halftime show?
  8. Halftime performers do not get paid by the NFL. Why do you think entertainers still choose to perform at halftime even if they aren’t directly compensated by the league?
  9. Do you look forward to the halftime show? Why might that matter to marketers?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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