Marketing Professor Discusses Pandemic Super Bowl in Toronto Star Commentary

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Prof. Tim Dewhirst

Prof. Timothy Dewhirst, Department of Marketing and Consumer Studies, wrote a commentary in the Toronto Star about why amid a pandemic, our expectations for the usual Super Bowl spectacle should be tempered.

Dewhirst noted that in-person attendance at the game will be limited, as will be the number of media and number of people descending on the host city of Tampa.

He added it will be intersting to see the creative decisions that Super Bowl advertisers will take this year, “as the pandemic continues to take an immense toll.”

Dewhirst is senior research fellow in marketing and public policy in the Gordon S. Lang School of Business and Economics. His research expertise includes sports, arts and entertainment marketing.