US digital sports media outlet Bleacher Report this week is making a large-scale push at Super Bowl LIV for its new football content brand, B/R Gridiron.
The outlet, owned by AT&T’s Warner Media, has created an onsite destination in Miami, Florida, called B/R Gridiron @ 1111 Lincoln that will serve as a combined fan experience area and content studio.
Located near many other activities for this year’s Super Bowl in south Florida, B/R Gridiron @1111 Lincoln will feature a series of live studio shows previewing the Super Bowl that will be aired on various Bleacher Report platforms, as well as fan experiential elements such as trivia and social games, photo and art installations, and food activations.
The effort follows Bleacher Report’s creation last fall of the B/R Gridiron brand to help differentiate its football content from its many US competitors. Because of that recent debut, this will be the first time the B/R Gridiron will be showcased at the Super Bowl, and this also represents the first activation Bleacher Report is conducting since AT&T’s acquisition of Warner Media.
The company, which caters heavily to millennial and Gen Z fans, also is seeking to stand out from the many other media outlets populating the Super Bowl’s ever-present Radio Row of broadcasters.
“The Super Bowl obviously presents a premier showcase for our new B/R Gridiron brand, and the goal is to provide not only our particular brand of digital and social content, but a highly elevated in-person experience,” said Tyler Stewart, Bleacher Report executive director of brand marketing.
Corporate sponsors for the B/R Gridiron @ 1111 Lincoln effort include DiGiorno, Wrangler, State Farm, and Taco Bell.
The development of B/R Gridiron follows the creation of other Bleacher Report sub-brands, including B/R Football for soccer, B/R Kicks for sneaker culture, and B/R Betting. That latter brand will be the centerpiece of a separate planned effort, the “B/R Betting Show Super Bowl Special,” that will feature two Super Bowl-themed betting shows, one on January 29 and one on the February 2 gameday itself.