The Miami Super Bowl Host Committee has launched its city marketing campaign called “LIVE IT MIAMI” during the handoff ceremony of the National Football League (NFL). During the ceremony, the Committee launched its official hype video featuring its very own prominent rapper Pitbull. The year-long campaign aims to promote what South Florida has to offer and to build a sense of pride and excitement within the community.

According to Committee chairman Rodney Barreto, hosting the game is a celebration of the rich history and vibrant culture unique to Miami. Miami’s hosting of the Super Bowl LIV in February 2020 is special because it is the record-breaking 11th time South Florida will host the game and it is the 100th season anniversary of the NFL.  In addition to special events and festivities, the Committee has also launched programs for the community and for local businesses. Community members can participate as part of the 10,000 volunteers who will serve as city ambassadors. While LGBT, women, disabled veteran and minority-owned businesses can pursue contracts through the league’s supplier diversity program called Business Connect.