Super Bowl Soulful Celebration

What Super Bowl Soulful Celebration does

Super Bowl Soulful Celebration is a privately held event-production entity founded in 1999 in Miami that produces an annual NFL-sanctioned inspirational concert during Super Bowl week. Its sole product is a live music show that brings together NFL players (including the recurring NFL PLAYERS Choir), award-winning R&B, gospel, country, and mainstream recording artists, and gospel choirs onto a single stage. The 26th edition was held at the Mahalia Jackson Theater in New Orleans on February 5, 2025, coinciding with Super Bowl LIX.

The business monetizes exclusively through corporate sponsorships — the event is free to attend and generates no consumer ticket revenue. The 2025 sponsor roster included the NFL, Lexus, Procter & Gamble (Febreze), National Urban League, Uber Eats, MIELLE, Fox Broadcasting, NFLPA, the City of New Orleans, the New Orleans Tourism and Cultural Fund, and Morrow Hospitality. Distribution is handled through broadcast and streaming partnerships with Fox/Tubi (current), CBS (25th anniversary), and previously BET, Amazon Prime Video, IMDB TV, and Bounce.

The company's core commercial asset is its exclusive NFL sanctioning as the only multicultural and inspirational program authorized during Super Bowl week, a status it has held continuously for 26 years (formerly operating under the name Super Bowl Gospel Celebration). No technology platform, app, or AI capability is associated with the business; the competitive position rests entirely on brand equity, the NFL relationship, and an established artist/sponsor ecosystem.

Name

Super Bowl Soulful Celebration

Legal name

Super Bowl Soulful Celebration

Website

https://superbowlsoulful.com

Company type

Private

Founded year

1999

Operating status

Operating

Short description

Super Bowl Soulful Celebration is a private event-production company founded in 1999 that produces the sole NFL-sanctioned multicultural and inspirational concert during Super Bowl week, funded entirely through corporate sponsorships and distributed via broadcast and streaming partners.

Ownership category

akta.pro rank

Product category

Live Entertainment Events

NAICS

Musical Groups and Artists (71113), Television Broadcasting Stations (516120)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

Virtual Concerts & Music Festivals (Livestreamed Performances) (MPAGAOAD)

akta.pro secondary industry

Religious Music & Worship Broadcasting (MPABALAN)

Keywords

• Live music events
• Inspirational concerts
• Super bowl programming
• Multicultural entertainment
• Faith based events

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Corporate Sponsorships: The primary revenue stream comes from corporate sponsorships, with major brands including NFL, Lexus, Procter & Gamble, Febreze, National Urban League, Uber Eats, MIELLE, Fox Broadcasting, NFLPA, and City of New Orleans supporting the event annually.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Super Bowl Soulful Celebration produces an annual NFL-sanctioned multicultural and inspirational concert event held during Super Bowl week. The live performance brings together NFL players with award-winning artists, gospel choirs (including the NFL PLAYERS Choir), and musicians spanning R&B, gospel, country, and other genres onto a single stage. The event is free to attend and distributed through broadcast television, streaming platforms, and earned media coverage.

Product overview

The Super Bowl Soulful Celebration is a single unified event product — an annual concert celebration that serves as the sole multicultural and inspirational program sanctioned by the NFL during Super Bowl week. The event was launched in Miami in 1999 during SuperBowl XXXIII weekend and has been held annually since, currently in its 26th edition (2025). The product centers on a live music event featuring collaborations between NFL players, award-winning recording artists, gospel choirs (including the NFL PLAYERS Choir), and musicians across R&B, gospel, country, and other genres.

Differentiator

Problem solved

Functional benefit

Products and services

• Super Bowl Soulful Celebration Annual Concert

Quantifiable outcome

• 25+ years of continuous operation since 1999
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• National Football League (NFL)flagshipStrategic or Co-development PartnerThe NFL officially sanctions the Super Bowl Soulful Celebration as the only inspirational concert and multicultural program during Super Bowl week. This sanctioning provides legitimacy, NFL player participation, access to Super Bowl promotional channels, and integration with NFL events.
• LexuscoreGTM or Marketing PartnerLexus is a 2025 sponsor of the 26th Annual Super Bowl Soulful Celebration, providing vehicle sponsorship and brand integration for the event.
• Procter & Gamble (P&G)coreGTM or Marketing PartnerP&G is a 2025 sponsor of the 26th Annual Super Bowl Soulful Celebration, with Febreze specifically highlighted as a brand sponsor.
• National Urban LeaguecoreGTM or Marketing PartnerNational Urban League is a 2025 sponsor of the 26th Annual Super Bowl Soulful Celebration, aligning with the event's multicultural mission.
• Uber EatscoreGTM or Marketing PartnerUber Eats is a 2025 sponsor of the 26th Annual Super Bowl Soulful Celebration, providing food delivery partnership and brand integration.
• MIELLEcoreGTM or Marketing PartnerMIELLE Organics is a 2025 sponsor of the 26th Annual Super Bowl Soulful Celebration.
• FOX BroadcastingcoreChannel Partner/ Reseller/ DistributorFOX Broadcasting is the broadcast partner for the 26th Annual Super Bowl Soulful Celebration, airing the special on Fox network and Fox's Tubi streaming platform.
• NFL Players Association (NFLPA)coreStrategic or Co-development PartnerNFLPA is a 2025 sponsor and partner, with the NFL PLAYERS Choir being a featured recurring element of the celebration.
• City of New OrleanscoreGTM or Marketing PartnerCity of New Orleans is a 2025 sponsor for the Super Bowl LIX celebration, supporting the event as part of the city's Super Bowl hosting activities.
• New Orleans Tourism and Cultural Fund (NOTCF)coreGTM or Marketing PartnerNOTCF is a 2025 sponsor supporting cultural economy initiatives tied to the Super Bowl Soulful Celebration.
• Morrow HospitalityminorGTM or Marketing PartnerMorrow Hospitality is a 2025 sponsor providing hospitality services for the Super Bowl Soulful Celebration.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Essence Festival: An annual multi-day music and culture festival celebrating Black music, arts, and community, attracting major sponsors and broadcast coverage. Highly comparable as a multicultural, faith-inclusive, sponsor-driven music event with millions of attendees/viewers.
• BET Awards: BET's flagship annual awards and performance event featuring Black music, film, and sports celebrities. Comparable as a high-profile, multicultural, sponsor-driven televised music event with similar multicultural marketing appeal.
• Stellar Gospel Music Awards: An annual awards and music event celebrating gospel and inspirational music, featuring major gospel and mainstream artists. It is a direct peer in the faith-based music event space with a similar R&B/gospel/country performance mix and corporate sponsorship model.
• NAACP Image Awards: An annual awards ceremony honoring outstanding performances and achievements by people of color in film, television, music, and literature. Comparable as a televised, sponsor-funded multicultural awards/performance event with overlapping audience and sponsor base.
• NFL Honors: The NFL's official annual awards show held during Super Bowl week, featuring NFL players, celebrities, and musical performances. It is the most direct comparable as another league-sanctioned, sponsor-funded, broadcast-distributed Super Bowl week event competing for the same audience and sponsor dollars.
• GMA Dove Awards: The Gospel Music Association's annual awards show honoring gospel and Christian music across multiple genres. Direct comparable as a long-running, televised, sponsor-funded faith-based music event with crossover artist appeal.
• BMI Trailblazers of Gospel Music: BMI's annual invitation-only gospel music celebration honoring songwriters, artists, and publishers. Direct comparable as a faith-based music event with corporate sponsorships and celebrity participation targeting the same gospel/inspirational audience.

Broad incumbents

• American Music Awards: A major mainstream televised music awards show produced by Dick Clark Productions with broad genre coverage and large sponsor roster. Comparable as a sponsor-funded televised music event, though operating at significantly larger scale and broader genre focus.
• Super Bowl Halftime Show: The NFL-produced marquee musical performance during the Super Bowl broadcast. Operates in the same Super Bowl week cultural slot with far larger scale and budgets; competes for artist talent and sponsor attention, and represents the league's alternative use of music during Super Bowl week.

Emerging players

• McDonald's Gospelfest: An annual gospel music competition and celebration event featuring acclaimed gospel artists and choir performances. Comparable as a faith-based, gospel-focused music event with a similar multicultural audience, though operating at smaller scale and focused on competition format.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xtwitter.com/SuperBowlSoul
• YouTubeyoutube.com/user/SuperBowlGospel
• Facebookfacebook.com/SuperBowlSoulful
• Instagraminstagram.com/superbowlsoulful

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Super Bowl Soulful Celebration