ABSTRACT
This chapter examines the workings of commercial colonisation in the context of the Super Bowl. More specifically, it explores how the Super Bowl as a constructed cultural and nationalised sporting mega-event transacts with Super Bowl and/or football referential advertising in the games broadcast. Using tactics from consumer culture theory (CCT) and a dirt theory of narrative ethics to deconstruct and interrogate Super Bowl dirtied narratives, the chapter focuses on the Super Bowl of Advertising to deconstruct the more narrow use of the Super Bowl in Advertising to understand the event-to-advertising pathway through sport. In assessing Super Bowl commercials that port select understandings of the Super Bowl event, footballs place in culture and the nature of our fanship and other identities in relation to the Super Bowl and football. The final category of Super Bowl dirtied commercials draws on dirt, not from the game as an event, but rather cultural recognition of the alternative Super Bowl of Advertising being played.
