While tourists from around the world stop to smile with the world famous Broadway Bull, it's the NY/NJ Super Bowl Host Committee smiling, knowing this year's big game will be played so close to Wall Street.
"If you look at our roster of host sponsors it's a who's who of financial services companies," said Al Kelly, the former president of American Express who now runs the Super Bowl Host Committee.
Some marketing experts say he made a very smart business decision this year. Unlike Bud Light or Hertz Rental Car, which are exclusive sponsors (the only beer and rental car name you'll see), Kelly decided not to limit the number of financial services companies that can be host sponsors.
"We are blessed in this region to have great corporate citizens in New Jersey and New York," he said. "In particular certainly the financial services sector has been huge players."
This will be Frank Vuono's 29th Super Bowl in a row. He used to work for the NFL. Now the Princeton grad runs 16W, one of the most successful sports marketing firms in the world.
"They didn't designate one exclusive financial services company as a sponsor," Vuono said. "They opened up the category to many, and they were able to do a great job to bring in, I believe it's 13 or 14 financial services companies into the fold."
Vuono said big-money firms from Goldman Sachs to Bank of America to the New York Stock Exchange cannot take a chance missing out.
"This is the highest profile, it's in everyone's backyard," Vuono said. "Some will absolutely be there because they can't afford not to be and they want to be perceived as the blue chip, the highest echelon of the investment banking world."
So, what is the economic impact of having the Super Bowl here in the financial epicenter of the world? Well last year, the host committee in New Orleans raised $16 million. This year the committee in New York and New Jersey is expected to raise $60 million.
"It's reached a peak already," Vuono said. "It's going to be, if you're not in it, you're going to be embarrassed to not be there."
That gives a whole new meaning to being there "at any cost."