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The Super Bowl is much more than just the grand finale of the American Football season. It is the USA’s biggest annual TV event, a cultural institution that stops the country in its tracks and is marketed globally. It features some of the most expensive advertising slots worldwide – the half-time show alone garnering audiences in the hundreds of millions. It is the ultimate all-American event and, run by the National Football League (NFL), it is famously family-friendly and risk-averse. In 2002, to preserve the event’s wholesome appeal, the NFL refused to air an advert that featured the marketing line: ‘What happens in Vegas, stays in Vegas.’
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