Super Bowl XLVIII also provided a platform to showcase Taste NY, New York State’s food and tourism initiative. Governor Andrew Cuomo highlighted the program during the week of festivities, putting a spotlight on products and destinations across upstate New York.
Throughout the days leading up to the game, 100 New York vendors were featured at a range of Super Bowl events, including media receptions, Super Bowl Boulevard and other public celebrations. These activations offered attendees a chance to sample regional foods, meet producers and learn about New York’s culinary and travel offerings.
“New York State is proud to co-host Super Bowl XLVIII and we want to ensure that all of our visitors get the full New York experience by sampling our world class products and getting to know the unmatched beauty of our state,” Governor Cuomo said. “We are lucky to live in a place that has tourist attractions like none other in the world, especially in Upstate New York. The Super Bowl is our opportunity to show off our state and encourage all of our guests to visit the many locations across New York. I can guarantee that once tourists see all we have to offer, they will keep coming back for more.”
By integrating Taste NY into the Super Bowl schedule, organizers aimed to extend the event’s impact beyond the stadium. The presence of local makers and food brands introduced visitors to artisanal cheeses, craft beverages, baked goods and specialty pantry items that reflect the region’s agricultural diversity. Tourism officials used the same platform to promote outdoor recreation, wineries, historic sites and small-town attractions that are particularly plentiful across upstate counties.
For New York vendors, participation offered exposure to a nationwide audience and the chance to build new retail and tourism connections. For visitors, the Taste NY displays turned Super Bowl activities into a broader cultural and culinary experience—giving attendees reasons to explore the state after the game.
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