The Superbowl is an American football game - the biggest event on the American sports calendar brings in over 100 million viewers every year.
The elite athleticism on the field is but a trivial subplot to the half-time entertainment, advertising, and celebrity-soaked PR that takes centre stage throughout the event.
Companies paid $7 million for a single 30-second video ad to air during the Superbowl this year.
The stakes are ludicrously high - on and off the field.
In 1984, Apple paid $1 million to show a 60-second commercial - which is still regarded as one of the most effective and iconic ads in history.