Super Bowl XL meetings held in Atlanta, two years before the stadium opened in 2002; the only previous Super Bowl held in the Detroit area, Super Bowl XVI, had been played at the Pontiac Silverdome in 1982 (also between teams from the AFC North and NFC West divisions [the Cincinnati Bengals and San Francisco 49ers, respectively], though the AFC North was called the Central at that time). The NFL promoted this Super Bowl under the slogan "The Road to Forty." The slogan not only honored the 40-year history of the game, but was a nod to Detroit's traditional role as the center of
Super Bowl LI hosted Super Bowl Live, a 10-day festival which featured live concerts and other attractions, including projection shows, fireworks shows, and a virtual reality attraction, "Future Flight", in conjunction with NASA. The neighboring George R. Brown Convention Center hosted the annual NFL Experience event, which featured interactive activities and appearances by players. Super Bowl Opening Night, the second edition of the game's revamped media day, was held on January 30, 2017 at nearby Minute Maid Park. Super Bowl Live was organized by the Houston Super Bowl Host Committee, which was led by Honorary Chairman James A. Baker, III, Chairman Ric Campo,