Insider Experience has forged a first-of-its-kind agreement in Australia with the US National Football League (NFL) to offer real-time tickets to the sports’ annual gala, the Super Bowl.

Headquartered in Melbourne, Insider Experience is primarily a US destination management company that specialises in curated experiences for corporate and incentive groups to Los Angeles, San Francisco, Las Vegas, New York and Hawaii. The company has also tapped into sporting events, such as the Kentucky Derby, and more recently the Super Bowl, providing hospitality packages direct from the NFL to this blockbuster event.

Founder and chief executive officer Karine Bulger told travelBulletin that until now, most Australians had purchased packages via a secondary agent, which had a number of disadvantages but none more stressful than realising tickets are fraudulent — an occurence of which Bulger had heard horror stories.

“The Super Bowl continues to grow in popularity with Australian sports fans. It’s a bucket list event. But we realised there had to be a better, safer way of securing tickets from abroad,” Bulger explained.

And so began talks between Insider Experience and the NFL’s commercial arm, On Location Experiences, with Bulger insisting there was demand from this region for a sports group specialist to offer 100% authentic tickets to the spectacle.

In June, Insider Experience was given the green light to act as an “Authorised Agent of On Location Experiences Official Hospitality for Super Bowl LII”.

The arrangement provides Insider Experience with instant access to unique Super Bowl packages, including exclusive Platinum Ticket packages which include insider access to a post-match on-field experience, only available to 1,200 ticket holders.

“It’s a ‘money can’t buy experience’, that money can buy. It’s one of the few opportunities to get up close to the action and is for people who want to do the Super Bowl right,” Bulger said.

Super Bowl LII takes place on 04 February 2018 in Minneapolis. n See for more information.

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