Jim Steeg, former Executive Vice President and Chief Operating Officer of the San Diego Chargers (from 2004 to 2010) and leader of the NFL’s Special Events Department (1979–2004) is known as the man who branded the Super Bowl, as under his leadership, the Super Bowl expanded from a simple championship football game into a week-long extravaganza. Learn about the thing that got Michael Jackson to agree to the halftime show, getting Diana Ross, Paul McCartney, why the calendar placement of the Super Bowl makes a huge difference for ticket sales, and the bright idea to wire bathrooms for sound.

He is currently a noted sports business, stadium and events consultant, advising companies on a variety of subjects, including business ventures, strategic planning, technology, media and community relations, marketing programs and events plans for sports leagues, organizations, conferences, teams and events; stadium operations; fan enhancement; stadium physical structure, and organizational structure.