Bloomberg Business of Sports

Episode: Betting on the Big Game, Super Bowl LX
Date: February 6, 2026
Hosts: Vanessa Perdomo, Randall Williams

Episode Overview

This Super Bowl special heads inside the multibillion-dollar business surrounding the NFL’s championship week in San Francisco. Bloomberg’s Vanessa Perdomo and Randall Williams explore the region-wide impact of Super Bowl 60, spotlight surging sports betting volumes with FanDuel, and chat with legends Jerry Rice and Terrell Owens. The episode also looks at the cultural power of sports partnerships, the importance of data analytics, and features rising quarterback stars Jordan Love and Jaden Daniels as they delve into marketing, NIL, and the future of football.

Key Segments and Insights

1. Preparing the Bay Area for Super Bowl LX

Guest: Zayleen John Muhammad, Bay Area Host Committee CEO
[02:55 – 08:35]

• Massive Regional Activation:

  • The Super Bowl host committee intentionally showcased all nine counties of the Bay, spreading out events and celebrations across San Francisco, San Jose, Oakland, the Peninsula, and Santa Clara to represent the Bay’s diversity.
  • “A lot of people that want to show fans that are not from here who they are... what the food is like. It’s all different all the way across the region.” (Zayleen, 03:29)

• Economic & Social Impact:

  • Combined impact from the Super Bowl, NBA All-Star, NWSL, and upcoming FIFA World Cup is estimated at $1.4 billion.
  • Emphasis on the “societal impact” and regional pride, including the opening of East Palo Alto's first full-sized football field for community youth.
  • “It builds back our small businesses...but for me, it’s about the societal impact and the community impact that comes through these events.” (Zayleen, 05:24/05:41)

• Complex Logistics & Security:

  • Comprehensive logistical planning to avoid unnecessary commuting, maximize attendee experience, and ensure “operational tightness.”
  • Super Bowl designated as a Tier 1 (second-highest) federal security event, requiring coordination among local, state, and federal agencies.
  • “You want people to come into this market to feel safe...so we are working with federal, state, and local government to make sure we are very coordinated.” (Zayleen, 07:53/08:13)

2. Booming Sports Betting at the Super Bowl

Guest: Christian Janinsky, FanDuel President
[08:56 – 14:09]

• Record-Setting Volume:

  • $1.7 billion expected to be wagered legally nationwide—up from last year’s $1.4B.
  • Half the US population now has access to legal, mobile online sports betting.

• State-by-State Growth:

  • New state launches, like Missouri, catapult FanDuel’s growth.
  • Even earliest states (e.g., New Jersey) still post year-over-year increases.

• FanDuel Strategies for Super Bowl Week:

  • Focus on the “last call for football” theme—a toast to the end of the football season—via special daily odds boosts and a pre-kickoff Super Bowl ad.
  • Introduced unique betting products: live drive bets and advanced same-game parlays, keeping fans engaged throughout the game.
  • “If you feel like Seattle’s gaining some momentum...bet on a JSN over on that drive...try to get yourself back in the game.” (Christian, 11:15)

• Super Bowl Revenue Approach:

  • The day’s revenue depends on outcomes; FanDuel aims to prioritize fan fun and a positive brand experience over profit for just one event.
  • “We really think about the Super Bowl as the biggest day to celebrate sports...it’s more of a big, big event, a big draw for customers.” (Christian, 13:02)

3. Hall of Fame Receivers: Jerry Rice (with NetApp) & Terrell Owens

Guests: Jerry Rice (NFL Hall of Fame WR), Gaby Boko (NetApp CMO), Terrell Owens (NFL Hall of Fame WR)
[16:17 – 28:16]

Jerry Rice & NetApp:

• Data Powers Modern Football:

  • NetApp partners with the NFL and the 49ers to provide “intelligent data infrastructure,” boosting both player performance and fan experiences.
  • “If I had NetApp back in the day... maybe I would have been able to double all my stats.” (Jerry, 18:09)

• AI’s Influence:

  • AI and 4D analytics are redefining on-field decisions and player tracking.
  • “When you think about bringing AI into...the Super Bowl Levi’s Stadium data center, you’re looking at it...in 4D.” (Gaby, 19:38)

• The NFL’s Global Expansion:

  • NetApp sponsoring NFL international games as the league continues global growth, making the fan base “borderless.”
  • Jerry Rice would be open to playing in global venues if he were still in the league.
  • “Nothing says it better than a sport that has fans around the world.” (Gaby, 22:33)

Terrell Owens:

• 49ers Nostalgia and Iconic Moments:

  • Reflected on his time in San Francisco and the near-misses of championship runs due to injuries and depth:
    • “When you lose key players...they’re not playing at their 100% level...it’s hard to win.” (TO, 23:14)
  • Told the backstory of the legendary “Sharpie touchdown celebration” with the 49ers, emphasizing spontaneity and connection with fans.
    • “Literally just on the sideline...I asked for a Sharpie...I put it in my sock...I knew I was going to score.” (TO, 25:00)

• Passion for Pickleball:

  • Recently embraced the sport, becoming devoted thanks to former NFL’er Marcellus Wiley.
  • Advocated for a pickleball court at Super Bowl’s Radio Row—pitching “Terrell Owens Sponsored by Sharpie Pickleball Court.”
  • “Yeah, but I love pickleball. I just picked it up last year. I’ve been playing consistently probably right around 10, 11 months.” (TO, 26:58)

4. Quarterbacks on the Rise: Jordan Love & Jaden Daniels

Guests: Jordan Love (Green Bay Packers QB), Jaden Daniels (Washington Commanders QB)
[30:44 – 42:44]

Jordan Love & the Power of Athlete Partnerships

With: Deidre Dalilly, Toyota North America VP Marketing

• From Meme to Marketing:

  • A fan-spawned meme linking Love’s strong performances to “ToyotaThon” blossomed into an official partnership, even spawning limited edition Panini trading cards with pieces of Jordan’s ToyotaThon sweater.
  • “I was trying to play my best every game...but, you know, the stats didn’t lie. They kind of kept going up and up during the months of ToyotaThon.” (Love, 31:21)
  • Cards became so coveted teammates were bartering for them.

• Extending NFL-Auto Marketing:

  • Integration with grassroots events, like the “Glow Up” girls’ flag football game, to encourage inclusion and grow both the game and Toyota’s brand relevance.
  • “I think that’s an area that’s just taken off...now it’s really taken off in a, a whole sport of its own and a whole category of its own.” (Love, 36:04)

Jaden Daniels: NFL Rookie Journeys & NIL to Pro Partnerships

• Career Progress & Adversity:

  • Recapped rookie adversity and highlights—especially his professional debut win in Los Angeles in front of hometown fans.
  • “All the adversity I dealt with this year...I look at it like it’s a lesson. I get to learn more about myself and who I am as a person.” (Daniels, 38:09)

• On Season Extensions and Player Health:

  • Skeptical about proposed longer NFL seasons, emphasizing the demands already placed on players.
  • “18 games is a lot.” (Daniels, 39:25)

• Brand Building & New Partnerships:

  • Discussed the evolution of his business dealings from college NIL to now, prioritizing authentic fits.
  • “All you gotta align with, like, my brand and who I am. So obviously I’ve been blessed enough to partner with a lot of different top tier brands and companies.” (Daniels, 41:23)
  • Revealed an upcoming Gatorade partnership, fulfilling a lifelong dream.

• Music, Culture, and Personal Brand:

  • Shared musical influences and dream Super Bowl halftime acts, infusing his West Coast identity into the broader NFL zeitgeist.

Notable Quotes

• Economic Impact

  • “Across all of those events. About a $1.4 billion economic impact into the region, which is necessary, important, builds back our small businesses.”
    — Zayleen John Muhammad [05:24]

• FanDuel on Super Bowl Betting

  • “Industry wide... Most projections around $1.7 billion in the legal regulated market on this game alone.”
    — Christian Janinsky [08:56]

• Jerry Rice on Data

  • “I played for such a long time because I actually love playing football...I felt like I owed the fans something that was unique.”
    — Jerry Rice [18:09]

• Terrell Owens on his Iconic Sharpie TD

  • “Literally just on the sideline, right before I went out in the next series, like, ‘Hey, Doc, give me a Sharpie.’”
    — Terrell Owens [25:00]

• Jaden Daniels on Adversity

  • “You just gotta go through adversity...I get to learn more about myself and who I am as a person moving forward in my career.”
    — Jaden Daniels [37:23/38:09]

Timestamps for Key Segments

• Super Bowl Bay Area Logistics & Impact: [02:55 – 08:35]
• FanDuel Sports Betting Surge: [08:56 – 14:09]
• Jerry Rice & Data in Football (w/ NetApp CMO): [16:17 – 22:33]
• Terrell Owens’ Legacy & Pickleball Adventure: [23:14 – 28:16]
• Jordan Love & ToyotaThon Phenomenon: [30:44 – 36:04]
• Jaden Daniels: Rookie Story & Brand Building: [37:15 – 42:44]

Memorable Moments

• [03:29 – 04:31]: Zayleen John Muhammad details how each Bay Area community is integrated into Super Bowl festivities.
• [09:46 – 10:30]: Christian Janinsky on how the FanDuel Super Bowl campaign is crafted for at-home fans.
• [18:09]: Jerry Rice jokes he’d “double his stats” if he’d had NetApp-level data in his era.
• [25:00 – 26:23]: Terrell Owens tells the inside story of his legendary Sharpie celebration.
• [31:21 – 33:16]: Jordan Love’s ToyotaThon meme becomes an actual marketing deal and trading card.
• [41:23 – 42:23]: Jaden Daniels unveils his upcoming Gatorade endorsement, bridging childhood aspiration and business deal.

Overall Tone & Takeaways

The episode blends high-energy live reporting, candid athlete interviews, and industry insight, maintaining an upbeat and deeply human tone. The business side of sports—data, partnerships, betting, and global expansion—runs alongside genuine stories of community, culture, and personal growth. It’s an essential listen for anyone curious about how money, technology, and personality fuel the games millions love.