The highest-profile fans attending the Super Bowl never queue at a gate – they taxi straight onto the runway. Each year, commercial and private aviation airports in the host city see a dramatic spike in private jet movements around the game; hundreds of business jets arrive between mid‑week and kickoff as high‑net‑worth individuals, celebrities, team owners and corporate leaders fly in for the event. The showdown between the New England Patriots and Seattle Seahawks was no exception to this event’s history as one of the busiest events for private aviation; 914 business jets arrived in the Bay Area from Wednesday to Saturday before the big game, showing a 90% increase from the expected traffic on Friday, February 6th.
Cadillac’s latest campaign with JCDecaux was designed precisely for this moment, using high‑impact OOH to dominate the private aviation terminal environment in San Jose during Super Bowl week. By owning the entire San Jose private terminal (SJC), located just 15 minutes from Levi Stadium, Cadillac transformed a functional transit space into an immersive brand experience. This static and digital domination of the elite audience’s gateway to the game ensured that these premium passengers were repeatedly re‑introduced to Cadillac’s new generation of electric and performance vehicles as they arrived, lounged, and departed.
This media context is particularly powerful; not only is this placement securing the attention of the ultra-wealthy, but it is capturing this audience in a rare moment of dwell time. With private aviation nearing full capacity- both requiring reservation times and incentivizing SJC to offer additional VIP services, private flyers for the Super Bowl are expected to spend more time in lounges and gate hold areas- increasing their exposure to Cadillac’s expertly placed advertising.
Extending the Story: From Super Bowl Runways to F1 Circuits
Cadillac’s campaign isn’t just capturing the attention of football fans- it’s leveraging the mass reach of primed sports fan to launch their new collaboration with Formula 1 and extend their premium sports positioning beyond the big game. Cadillac is set to enter Formula 1 as a new team in the 2026 season, marking the entry of a new team to the sport for the first time in a decade. With the (link to prev article about F1) increasing enthusiasm around racing across the U.S., this move comes as no surprise from such a savvy brand and opens up a powerful new canvas for integrating OOH around Grand Prix weekends across North America, Europe, the Middle East and Asia. With JCDecaux’s global footprint, Cadillac can orchestrate a cohesive narrative that follows this high‑value audience across borders and sports: premium travel, pinnacle competition and progressive mobility, all expressed through contextually relevant OOH.
The NBA Turns Airports into All‑Star Arenas
The Super Bowl isn’t the only major sporting event to make waves in the advertising world. Around the NBA All‑Star Game, the league’s most engaged fans are on the move: flying into the host city, traveling for work but planning to tune in remotely, or passing through key hubs on multi‑leg trips.
Travelers are in an information‑seeking mindset, actively scanning for wayfinding, flight data and content to fill dwell time at security, in lounges and near gates. Digital airport OOH gives the NBA a powerful way to turn these high-attention journeys into ticket sales: the data shows clear calls-to-action on out-of-home advertising are powerful drivers for website visitation, conversion, and brand relevance. With JCDecaux’s digital networks in terminals, concourses and gate areas, the league can deploy flexible, time‑sensitive creative- easily switching from ticket-sales driven messaging to player-specific creatives to build momentum in the days and hours leading up to the All‑Star Game.
Michelob Rides the All‑Star Wave
Michelob’s association with basketball and premium sports occasions positions the brand perfectly to ride the attention generated by the NBA All‑Star Game. Pairing its event‑themed creative with the NBA’s own airport presence, this adjacency in the same environment reinforces the connection between the event and the product at the exact moment fans are planning how and where to watch.
The combined effect of event and product promotion from the NBA and Michelob is a powerful example of how JCDecaux OOH can orchestrate an ecosystem around a single sporting moment. The league drives anticipation and tune‑in; Michelob provides the social context that turns a game into an occasion. From private aviation terminals for the Super Bowl to global airports for All‑Star weekend, JCDecaux connects brands, fans and events in real time – turning travel into a high‑impact canvas for storytelling and sales.