It's Super Bowl weekend, so what's the Super Bowl weather?

It's Super Bowl weekend, so what's the Super Bowl weather?

"Something kind of fun that you could draw people in and see in the window".

It's the biggest sporting event of the year.

This year, the cost of a 30-second half-time advertising slot has risen to an eye-popping US$6 million, with data from research firm Kantar revealing that that figure has soared 87 per cent over the last decade. There is a lot that goes into planning a Super Bowl, from getting adequate hotel space to mapping out where each event will take place.

In fact, Americans are expected to bet $4.76 billion on the Philadelphia Eagles vs. the New England Patriots match-up.

Not only is 27.3 million far short of any recent Super Bowl audience, but it's also significantly less than the lowest Super Bowl TV audience of all time in the U.S. - Super Bowl II, which drew 39.1 million viewers in 1968.

He has a hat from the game bearing the Super Bowl XXVI logo that was signed by Washington Redskins coach Joe Gibbs, quarterback Mark Rypien and wide receiver Gary Clark. But people will see more security.

The coin used in the toss at the beginning every Super Bowl is specifically crafted each year to reflect the teams competing.

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There are plenty of reasons to tune in for Super Bowl LII on Sunday, even if you're not a fan of the Eagles or the Patriots. But he has fond memories of the last Super Bowl in Minneapolis - in 1992 at the now-gone Metrodome.

"That got much more mileage than maybe you would have anticipated", Calkins said.

Player protests during the National Anthem have polarized the NFL, its fans and the country, and concussions have become an unavoidable threat to the sport's future.

Some companies are also finding ways this year to capitalize on the Super Bowl without spending their money on TV. The candy maker is showing its Super Bowl ad to a single teenager in California, and then broadcasting his reaction on the brand's Facebook page.

"You want to make a commercial more interactive for the consumer", he said.

Yet despite this exciting development, questions remain over whether the National Football League can forge its own path in Britain's crowded sports market and fulfil the organisation's aim of becoming "everybody's second favourite sport". "It all goes back to: What's the alternative?"