When it comes to the Super Bowl, brands love to say they bring fans closer to the action. This year, Verizon is not just saying it. It is putting actual turf under customers’ feet.

Ahead of Super Bowl LX, Verizon has unveiled one of its most ambitious fan experiences to date, offering customers a chance to win an all-expenses-paid Super Bowl trip with on-field access, behind-the-scenes moments, and interactions that most fans only see on broadcast highlight reels.

This is not about merch drops or branded lounges. It is about presence, proximity, and privilege, all wrapped into a loyalty-driven experience designed exclusively for Verizon customers.

Verizon’s Super Bowl promise: closer really means closer

Verizon’s Super Bowl LX campaign leans heavily into its long-running message: “No One Gets You Closer.” In practical terms, that promise translates into once-in-a-lifetime access that goes far beyond a seat in the stands.

At the center of the campaign is the Ultimate Super Bowl LX Experience. This top-tier prize includes game tickets, travel, accommodations, and VIP access that places winners directly on the field during Super Bowl Sunday. For fans who have spent years watching the championship from their living rooms, this is as close to the action as it gets.

What makes the experience stand out is not just the tickets, but the moments attached to them. Winners may find themselves throwing passes on the sideline before kickoff or taking part in post-game celebrations by handing championship gear to the winning team. These are tightly controlled, credential-only moments that rarely include civilians, let alone everyday mobile customers.

What exactly can customers win

The sweepstakes, which opens exclusively to Verizon customers, runs from January 9 through January 18. Winners will be notified by January 23, giving just enough time for the reality to sink in before Super Bowl weekend arrives.

In addition to the grand prize, Verizon is also releasing a limited number of game-day ticket pairs through Verizon Access. These tickets will be available on a first-come, first-served basis from January 9 to January 11 at 4:00 pm ET each day. While travel and accommodations are not included with these tickets, the access itself is still highly coveted, given Super Bowl pricing on the secondary market.

For customers who miss out on both the sweepstakes and ticket drops, Verizon is not closing the door. Additional Super Bowl-related experiences, including virtual player meet-and-greets, will roll out throughout the month via Verizon Access, keeping engagement high well beyond a single giveaway window.

Verizon Access is the engine behind the experience

All of this runs through Verizon Access, the company’s loyalty and rewards platform integrated into the My Verizon app. Entry into the sweepstakes is straightforward: customers simply log into the app and access the promotion from there.

This frictionless approach matters. Verizon is not asking users to jump through marketing hoops or third-party microsites. The experience lives where customers already manage their accounts, reinforcing the idea that premium access is a built-in benefit of being a Verizon customer.

For non-customers, Verizon is also using the campaign as a soft acquisition play. The message is clear: if you want access like this, there is still time to switch. That blend of loyalty reward and conversion incentive reflects a broader trend in telecom marketing, where experiential value is increasingly used to offset pricing pressure.

Why the NFL partnership still matters

As the Official 5G Network of the National Football League, Verizon occupies a unique position within the Super Bowl ecosystem. This status gives it operational access that few brands can claim, especially when it comes to on-field moments and controlled environments like the sideline and post-game ceremonies.

Unlike standard sponsorship activations, Verizon’s involvement is deeply embedded in the league’s infrastructure, from connectivity to broadcast support. That technical role strengthens the credibility of campaigns like this one. Fans are more likely to believe Verizon can deliver genuine access because, behind the scenes, it already powers much of the event itself.

The Super Bowl as a loyalty battleground

Telecom companies have long used sports sponsorships to build brand affinity, but the strategy has evolved. Today, it is not enough to slap a logo on a stadium banner. Customers expect tangible value, especially in a market where switching carriers is easier than ever.

Verizon’s Super Bowl LX experience reflects a wider shift toward experience-based loyalty. Instead of offering discounts or free data, the company is trading in emotional currency: memories, stories, and bragging rights. That kind of value is harder to quantify, but often far more powerful.

Competitors are moving in similar directions. T-Mobile has leaned heavily into concert access and exclusive events, while AT&T continues to invest in entertainment partnerships tied to major sports and music franchises. What sets Verizon apart here is the depth of access. On-field Super Bowl participation is not something most brands can realistically offer, even with significant budgets.

Where this fits into broader travel and experience trends

From a travel and experience perspective, Verizon’s campaign taps directly into a growing demand for curated, high-status trips. Travelers are increasingly prioritizing experiences over destinations, and the Super Bowl remains one of the most experience-driven events in global sports.

An all-expenses-paid Super Bowl trip with VIP access checks every box: exclusivity, storytelling potential, and social currency. For brands, this kind of offering delivers value far beyond the individual winner, as the content generated organically on social platforms amplifies reach without additional media spend.

This mirrors what we are seeing across travel, hospitality, and even fintech sectors, where loyalty programs are evolving into experience platforms rather than points-based systems.

Conclusion: a signal of where telecom loyalty is heading

Verizon’s Super Bowl LX experience is not just a flashy promotion. It is a clear signal of how telecom loyalty is evolving in a saturated market. Instead of competing solely on price or data allowances, operators are competing on access, emotion, and moments that money usually cannot buy.

Compared to other players, Verizon is leaning hardest into physical proximity to marquee events, using its NFL partnership as a strategic advantage rather than a branding footnote. This aligns with broader industry insights from sources such as Deloitte’s telecom trend reports and PwC’s experience economy research, both of which highlight experiential value as a key differentiator in customer retention.

For customers, the message is simple: your mobile plan can now unlock experiences that extend far beyond connectivity. For the industry, the takeaway is bigger. The future of telecom loyalty will not be measured in gigabytes, but in memories.