Super Bowl LIX Promotions Student Competition – Winning Entries!

As part of the excitement surrounding Super Bowl LIX, Sports Career Consulting hosted a student competition challenging participants to design a point-of-purchase promotional display for a consumer goods brand linked to the Big Game. A huge thank you to all the schools that participated—we hope you and your students enjoyed the activity!

Entries were judged based on creativity and students’ ability to demonstrate a strong understanding of promotional strategies. With over 100 submissions, the winning entries stood out for their inventive approaches to product promotion and their well-developed strategies to drive sales. The top submissions went beyond the display itself, integrating additional activations to support their marketing campaigns. Clearly, these students put significant thought and effort into their designs, which ultimately set them apart.

We saw several impressive entries featuring thoughtful concepts, execution, and activations. There were many AI-generated submissions, but most lacked detailed descriptions and missed the mark. Given their significant media presence, we expected to see more tie-ins with Taylor Swift and the Kelce brothers. Additionally, while we anticipated more digital and tech-driven activations, few submissions incorporated QR codes, AR, VR, or other technology to enhance engagement with their promotional displays.

That said, there were some standout creative ideas! One submission played on Super Bowl hero Cooper DeJean’s name with a Levi’s “DeJeans” promotion, while another gave the classic Funyuns snack a clever twist with “Quinyons,” a nod to Eagles star Quinyon Mitchell. Another fun concept featured Pepsi’s “Are You Worthy?” campaign, leveraging Chiefs wide receiver Xavier Worthy’s name in a sweepstakes promotion. A McDonald’s Happy Meal collaboration with Patrick Mahomes was also a strong idea, though it leaned more toward a brand partnership than the in-store consumer goods display we were looking for in this challenge.

Congratulations to all the students who participated—we loved seeing your creativity in action! As a reward for their efforts, the top students will receive Amazon gift cards: $25 for first place and $10 for second and third place.

WINNER:

First Place: “LAYS STADIUM” (Guilderland High School, New York)

Congrats to Guilderland High School in New York for one of its students winning SCC’s Super Bowl LIX Promotions Competition!

Big, bold, and built to sell—this year’s winning display had it all. This Lay’s Super Bowl Stadium Display brought the excitement of game day right into the store, turning a simple snack display into a memorable shopping experience. Shoppers couldn’t miss it—this massive, stadium-shaped setup was designed to grab attention the moment customers walked into stores. Complete with stacked family-sized chip bags forming the “stands” of the stadium; the display didn’t just look good—it encouraged impulse buying. The display was also primed for social media buzz, with its bold branding and football theme making it photo-worthy.

What set this student’s entry apart was how comprehensive and well-thought-out her strategy was. He didn’t just create an eye-catching display but also backed it up with an analysis of shopping habits, identifying how to capture consumer attention and drive sales. At its core, this competition was about selling products, and Emmy’s display delivered on that goal better than any other entry. By turning an ordinary shopping trip into an engaging, Super Bowl-themed experience, he created a promotion that not only looked great but also worked.

Very well done. Great job!

Runner Up: “NFL X DISNEY PRINCESSES” (Hinsdale South High School, Illinois)

A student at Hinsdale South’s Super Bowl promo earned a runner-up finish in this year’s competition. Her Game Day Princesses display stood out because of its outside-the-box thinking. While most entries focused on chips and soda, she took a completely different approach, using a licensed toy to help an existing Super Bowl sponsor, Disney, gain more value from its partnership with the NFL. She zagged when everyone else zigged, recognizing an untapped opportunity to connect young girls with football in a fun, meaningful way. By featuring Disney princess dolls dressed in NFL jerseys, the display aligned perfectly with the NFL’s growing focus on engaging female fans, especially given this year’s increased emphasis on marketing to women and girls.

Beyond its creativity, this display was smartly executed. Positioned at a low-to-medium height in high-traffic areas near snack aisles, it ensured visibility for kids and parents alike. The promotion also had built-in engagement—each doll-and-jersey package included a child-sized jersey, making it easy for girls to show their team spirit. A social media contest encouraging families to post photos of their dolls for a chance to win NFL tickets added another layer of interaction. What made this idea really shine was its long-term potential—new jerseys, accessories, and dolls could be introduced each year, making it an annual Super Bowl tradition. By recognizing the NFL’s push to expand its female fan base and finding a creative way to enhance an existing sponsor’s presence, Lana’s promotion truly delivered a winning game plan.

Impressive!

Third Place: “Goldfish Bowl: Snack Like A Champion” (Hinsdale Central, Illinois)

This Goldfish Bowl Game Day Showdown display made snacking fun and interactive by turning it into a Super Bowl prediction game. Shoppers could choose between two big Goldfish bins, each labeled with one of the competing teams, and a scoreboard above tracked sales from each bin, updating weekly. A simple but catchy sign—“Pick Your Team & Snack Away for Game Day!”—helped tie the promotion to the Super Bowl, making it feel like part of the game-day excitement. To extend the engagement, the display included a QR code linking to Goldfish’s Instagram poll, where customers could vote for their team online.

This promotion worked because it was simple, engaging, and well-placed. The display grabbed attention, got shoppers involved in a fun way, and encouraged impulse purchases near checkout and end caps, where people naturally pick up snacks. Plus, offering discounts when purchased with drinks or other game-day foods made it even more tempting. Even without an official NFL partnership, this display tapped into Super Bowl hype and made buying Goldfish feel like part of the celebration.

Great work!

Thanks again to those who participated. We look forward to seeing what your students come up with next year!