As the owner of the super bowl intellectual property rights, the National Football League is naturally responsible for the operation. The sponsors of the event were handed over to the NFL players' union. Under the collective bargaining agreement reached in 2011, the NFL players union has the right to negotiate directly with the league's sponsors for commercial development Madden Coins.

Each affiliate sponsor has a special marketing budget for this purpose. In addition to the league's designated sponsors, the NFL players union can develop its own partners. This shows the power of the NFL players' union. Why did the football league give the sponsor development around the event to the NFL players union?