For most people, the Super Bowl isn’t just about the game. For many, the food, commercials, and entertainment take center stage. Ahead of the big game, Virginia Tech experts can speak on a variety of topics. To schedule an interview, email mediarelations@vt.edu.

Despite the history on the line, fans may feel Chiefs, Taylor Swift fatigue

When the Kansas City Chiefs meet the Philadelphia Eagles in Super Bowl LIX in New Orleans on Sunday, Feb. 9, they will be aiming for a historic three-peat. And yet, even as interest in the team and the NFL spiked last year, especially with the introduction of Taylor Swift fans to the game, that enthusiasm may be waning. Virginia Tech sports media expert and former ESPN analyst Anthony Amey has already encountered this with his students. “They are tired of the Chiefs, they are exhausted that it's the same matchup from two years ago, and they are fatigued with seeing Patrick Mahomes in commercials, Travis Kelce and Taylor Swift storylines, and seeing Swift shown in the luxury suite after everything positive that Kansas City does during the course of games,” said Amey. More here.

How do brands make an $8 million ad worth it?

Early planning, engagement, understanding the targeted audiences, and creating memorable marketing moments are just a few of the essential elements needed to create strong brand ties, said Virginia Tech marketing and brand management expert Donna Wertalik. “Brands who advertise in the Super Bowl have to be category leaders to sustain the cost,” she said. And at a whopping $8 million for 30 seconds of airtime, brands must come up with ad-stopping power and utilize the social media platforms their target audience is on. “By using social media and social listening, now more than ever brands can track and provide much more personalized content, which then provides consumer value,” says Wertalik. She can also discuss user-generated content, influencer marketing, and AI, which are all major marketing strategies this year. More here.

Significance of Kendrick Lamar headlining halftime

Hip hop artist Kendrick Lamar returns to the Super Bowl halftime show this Sunday, only the second time that rap has taken center stage for the big game. Craig Arthur, who directs the Hip Hop Studies program at Virginia Tech, can speak to the genre’s history at the Super Bowl, as well as the cultural significance of Lamar’s performance. He also can weigh in on Lamar’s rap-turned-legal battle with Drake — and what the implications could be if he performs the hit song “Not Like Us” on Sunday.

Fire on the gridiron: The science behind why those Super Bowl chicken wings make you sweat

Chicken wings and the Super Bowl go together like hot sauce and rapidly fanning your tongue with your hand because that third delectable bite did you in.  Nearly 1.4 billion chicken wings are consumed by Americans watching the big game every year. “What the capsaicin does is bind to nerve receptors in the body and gives a sensation of burning,” said Sean O’Keefe, professor and flavor chemist in the Department of Food Science and Technology. “But being hot for the sake of hot isn’t fun. Heat needs to have flavor.” O’Keefe, himself a spice fanatic, discusses his research on high-capsaicin ‘challenge products’ and shares a new recipe of his own making so you can have the perfect wings for your Superbowl party.

Food safety expert shares tips to make sure avian flu isn’t a guest at your Super Bowl party

The ongoing avian flu outbreak has many Americans wondering if their food is safe. Food safety expert Melissa Wright from the Department of Food Science and Technology is here with safety tips you can follow when preparing your Superbowl spread to make sure your guests stay safe, including what temperature your wings and burgers need to reach to kill any harmful viruses and how to prepare uncooked items like that charcuterie plate and veggie dip.

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