‘Beer Bowl’ 2018: Boston vs Philadelphia

Another year another Super Bowl with the Patriots in it but can the city of Brotherly Love channel its underdog status and soar to footballing glory? And which city has the best craft beer?

Will ‘TB12’ get another Lombardi?

Yes, for the second year in a row and for the ninth time since 2002 the New England Patriots and their 40-year-old quarterback Tom Brady are playing to win in the biggest game of the NFL season.

If they win – and they are the favourites – it will be their sixth Lombardi Trophy in that span with just two losses both against the Giants in 2008 and 2012 blemishing an otherwise astonishing record.

Up against them from the city of Brotherly Love are the Philadelphia Eagles who despite their excellent season over in the NFC, are considered the underdog’s in this Sunday’s game.

The two teams have met before in the Super Bowl, back in 2005 for what proved to be a closely contested 24-21 encounter in favour of the Patriots.

We can at least hope that Super Bowl LII proves equally entertaining and the Patriots previous outings against teams with bird emblems – the Seahawks in 2015 and Falcons in 2017 – were indeed fabulously exciting games…it’s just that they ended in Patriots victories.

Anyway, as ever, important as the playcalling may be on the field a key aspect of any Super Bowl is what kind of beer battle they offer and in Philadelphia and Boston it’s a match-up between two of American craft brewing’s most venerable names.

Click through to see a quick match-up of both the teams and top brews from each city.


A word from our sponsors…*

Watched by an estimated 1 billion people, the Super Bowl is one of the biggest events in global sport, despite American Football still being little-played professionally anywhere outside of the US.

As such it’s potential as an advertising platform is well-known to advertising execs throughout the land and competition for airtime is ferocious – and expensive.

The cost of a 30-second advertising slot during the game now stands at US$5m on average and beer sponsor AB InBev, as well as dominating all the beer sales and advertising in US Bank Stadium in Minnesota (where this year’s game is being played) usually shells out somewhere in the region of US$30m for advertising in prime game break spots.

Brands getting advertising this year include Bud Light, Budweiser, Michelob Ultra and Stella Artois.

Any non-American followers of US sports may be aware of Bud Light’s current campaign featuring a fictitious medieval kingdom where the beer is downed to the rallying cry, ‘Dilly, dilly!’

Budweiser meanwhile is eschewing using all its air-time to big-up its beer preferring instead focusing on its clean water programme which was put into action last year to help victims of Hurricane Harvey.

Meanwhile, movie A-lister Chris Pratt has been roped in as a bit-part (sort of) in Michelob’s spot for its low calorie brew.

Finally, in an advertising world dominated by beer (and principally AB InBev) Australian wine brand Yellowtail is airing an ad during the Super Bowl for the second time. It’ won’t be on the NBC broadcast but Yellowtail has said it hopes to improve on the 85m people it estimates its ad reached last time and make it to 100m this time around.

The Super Bowl is being aired on NBC from 6.30pm Eastern Time on Sunday 4 February and on BBC One and Sky Sports from 23.15.

*Not literally

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