Meet the Tempe company that creates official Super Bowl signage


Watchfire Signs

When the Super Bowl is in town, the NFL and its stakeholders want everyone to know.

NFL and Super Bowl branding goes on anything you can think of — street signs, building wraps, light posts, buses, trains, cars and more. There are also videos, structures, exhibits, and other displays using technology to get the message out.

For nearly a decade a company from Tempe has been quietly designing, fabricating, printing and building all this signage for the National Football League. Bluemedia is the reason why the Super Bowl looks the way it does.

Bluemedia, which has more than 100 employees in a 105,000-square-foot facility in southwest Tempe, has become the main company the NFL uses to create almost everything seen around the Super Bowl.

 bluemedia founder and CEO Jared Smith

bluemedia founder and CEO Jared Smith

The company started working with the NFL in 2005 when Hurricane Katrina forced a league event to be moved from New Orleans to Phoenix. Bluemedia and its founder and CEO Jared Smith kept a relationship with the NFL and in 2015 when the Super Bowl was in Phoenix the company got the opportunity to show what it could do.

Larger than life designs

In 2015, Bluemedia created a 7,000-pound, 20-foot tall football structure that sat on the corner of Central Avenue and Washington Street in downtown Phoenix. Bluemedia has been working with the NFL on every Super Bowl ever since.

For the Los Angeles Super Bowl in February of this year, the company created signage and designs inside SoFi Stadium, printed and installed wraps for buildings throughout the city, including décor for hotels the NFL was using. They fabricated structures and design elements that fans and players posed for photos around and even put on an aerial light show that used hundreds of drones to create bright and moving images, including the NFL shield logo.

bluemedia wrapped this building in Atlanta with the Bud Light Knight for Super Bowl LIII. bluemedia has been creating Super Bowl décor elements for the NFL since 2015.

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