Peter O’Reilly - NFL EVP Club Business, International & League Events

Feb 1, 2026

Peter O’Reilly, NFL EVP who runs Super Bowl, Draft and international games, and Todd Allen, SVP of Marketing at Anheuser-Busch behind Budweiser and Bud Light strategy. They talk Super Bowl production logistics and fan experiences. They discuss halftime planning, international game growth, and the year-long creative and ad rollout for massive Super Bowl campaigns.

Ask episode

AI Snips

Chapters

Transcript

Episode notes

INSIGHT

Future Host Selection Is Strategic And Ongoing

The NFL plans Super Bowl sites years ahead but also keeps future hosts under active consideration.
Draft and Super Bowl bids both attract strong demand and strategic city selection.

INSIGHT

International Games Spark Long-Term Growth

International games are catalysts, not endpoints; they ignite year-round fandom, media partnerships, and grassroots growth.
Brazil sold out twice and local media deals (e.g., Globo) extend league presence beyond game day.

ADVICE

Grow Internationally, But Do It Methodically

Expand international games methodically: prioritize operational readiness, football quality, and market continuity.
Return to successful venues and add new strategic markets like Australia incrementally.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

Peter O’Reilly, NFL Executive Vice President, Club Business, International & League Events joins Sports Business Radio for our annual pre-Super Bowl conversation. O’Reilly is the NFL executive tasked with overseeing production for the Super Bowl, NFL Draft and NFL international games.

O’Reilly will take us behind the scenes of Super Bowl LX in Santa Clara on February 8 as well as discuss the NFL’s future plans for the draft and international games.

Todd Allen, Senior Vice President of Marketing for Anheuser-Busch, also joins Sports Business Radio to discuss the Super Bowl LX ad strategy for Budweiser and Bud Light - the biggest advertiser for the Super Bowl across all platforms. Super Bowl ads on NBC are selling for a record $8M for a thirty-second spot.

LISTEN to Sports Business Radio on Apple podcasts or Spotify podcasts. Give Sports Business Radio a 5-star rating if you enjoy our podcast. Click on the plus sign on our Apple Podcasts page and follow the Sports Business Radio podcast.

WATCH SBR interviews by going to our YouTube channel at https://www.youtube.com/@sportsbusinessradiopodcast.

Follow Sports Business Radio on Twitter @SBRadio and on Instagram, Threads and Tik Tok @SportsBusinessRadio.

This week’s edition of Sports Business Radio is presented by New Air Club. New Air Club is the Official VIP Air Travel Partner of Sports Business Radio. New Air Club is a private aviation brokerage with access to over 22,000 aircraft worldwide, but what really sets them apart is that they'’re a full-service concierge. They don’t just book the jet—they handle everything around the trip so the client doesn’t have to. Aircraft, luxury ground transportation, hotels, dining, even security if needed. One call, one team, total discretion.

For more information or to book your travel, email info@newairclub.com. You can also visit www.NewAirClub.com.

Sports Business Radio Host Brian Berger's apparel provided by Mizzen and Main (www.mizzenandmain.com).

#NFL #SuperBowlLX #Budweiser

Learn more about your ad choices. Visit megaphone.fm/adchoices