Super Bowl 50 delivers more than $6 million in contracts for diverse Bay Area businesses

In partnership with the National Football League, the Super Bowl 50 Host Committee has announced that more than $6 million in competitive contracts were won by nearly 80 Bay Area minority, women, disabled veteran, and LGBT-owned businesses—the most of any previous Super Bowl. Opportunities to bid for Super Bowl 50 business were provided through the Super Bowl 50 Business Connect program—a partnership between the NFL and the Super Bowl 50 Host Committee to ensure that local diverse businesses directly benefitted from the economic impact of Super Bowl 50.

“The success of Super Bowl 50 Business Connect is a testament to the vibrant, diverse, and supremely qualified business community in the Bay Area,” said Keith Bruce, CEO of the Super Bowl 50 Host Committee. “We knew from Day One that if we could create opportunities, our firms could deliver.”

In addition to contracting opportunities Business Connect offers a series of professional development workshops and networking sessions designed to grow the business knowledge and capacity of Business Connect vendors so that they are better prepared to do business post Super Bowl.

Peter O’Reilly, NFL Senior VP of Events believes creating opportunities for local, diverse business owners to work, learn and grow alongside NFL contractors is critically important. “In addition to the immediate benefit of making a significant impact on the local economy, the legacy of Business Connect is the business-to-business connections made and the elevated skill sets of local businesses that now positions hundreds of local diverse companies to take advantage of their next opportunity.”

Seventy-five percent of contracts awarded through the Super Bowl 50 Business Connect program went to either woman or minority-owned businesses.

  • Minority-owned businesses secured $2,292,900 in contracts
  • Woman-owned businesses won contracts worth $2,218,724 in total value.
  • Among firms owned by minorities, African American businesses won contracts valued at $1,938,074
  • Hispanics and Asian American-owned businesses won business worth $1,337,853 and $302,108, respectively
  • Businesses owned by LGBT individuals earned $744,292
  • Disabled veteran owned businesses earned $11,851 in Super Bowl contracts


BJ Waymer, the NFL’s Director of Business Connect, said she was most proud of the inclusiveness of Super Bowl 50, noting that this year’s program included disabled veteran and LGBT-owned businesses for the first time in Super Bowl history. “We wanted to put the diversity of the Bay Area on the world’s largest stage and shine a spotlight on the contributions that diverse business owners make not just for a Super Bowl, but everyday in their communities.”

Super Bowl 50 Business Connect, launched in November 2014 and sponsored by Google Small Business Supplier Diversity, held outreach events in Santa Clara, San Francisco, and Oakland, reaching nearly 2,000 businesses. Just over 400 businesses were ultimately selected to participate in the program which, in addition to facilitating contract opportunities, offered a chance to participate in business coaching, access to capital events, and other business development opportunities.

The charts below provide additional information on the distribution and demographics of the Business Connect program participants:





Super Bowl 50 Business Connect was a partnership between the National Football League and the Super Bowl 50 San Francisco Bay Area Host Committee to link diverse Bay Area suppliers to contracting opportunities related to Super Bowl 50. The program’s intent was to provide networking, educational and other business development opportunities to encourage greater business success for each participant. Suppliers participating in the Business Connect program were not guaranteed to be awarded work for Super Bowl 50, but were given full access to the program development opportunities listed above.