The progress and development of society is accompanied by the development of marketing as a scientific branch of economics. The modern concept of marketing no longer applies mass marketing, but focuses on satisfying and understanding the individual needs and desires of consumers. Nowadays, it is increasingly difficult to stand out on the market and gain attention from consumers. Psychology in marketing is beginning to be applied with the aim of understanding the complex behavior of the consumer and his decision-making. The purpose of this final work by the author was to define, explain and bring the Super Bowl closer as a very successful product in the United States. The National Football Association, as a main organization of American football, by applying a successful strategy and understanding the wishes of consumers, turns the dry competition into a spectacle that takes on a national and religious identity. The paper also looks at the average Super Bowl viewer, and the motivation behind his follow-up to the competition. The Super Bowl as an umbrella competition in the world of sports actually falls into the background and becomes a side event, which is not often in the world of sports. For people, sport is also a socio-cultural event, given that people are necessarily social beings. The quasi-religious aspects of sports in consumer psychology are visible in the studied example of the Super Bowl.The paper also cites American patriotism as an aspect that contributes to the difference in the american football market from the standard concept of marketing