Alphabet, Google's new parent company, will be among the Silicon Valley tech giants sponsoring the Super Bowl 50 this year. The company joins a lineup that includes Intel, Yahoo, and Apple in sponsoring the Super Bowl Host Committee, the group that works with both the National Football League and the community of the Super Bowl hosting city. Alphabet and the other sponsors have contributed about $50 million to the Host Committee, meaning that the group doesn't need funds from the state of California.

Alphabet itself has offered to provide transportation to get some football fans to the game, according to The Wall Street Journal:

Alphabet, the parent of Google, is pulling out one of the symbols of that tension for the Super Bowl: its buses that typically shuttle workers between San Francisco and Silicon Valley. For the game, Alphabet offered the use of the shuttles operated by its vendors to transport an estimated 5,000 fans from points across the Bay Area to the game, according to a company spokesman, an effort to ease the traffic from the estimated one million people who are coming for the weekend.

Many companies see sponsoring the game, bound to be one of the most-watched broadcasts of 2016, as an opportunity to reach people in a way that even an ad during the game wouldn't. It's not only a way to make people aware of their brands, but also a way to boost their image, especially in the Bay Area, where this year's Super Bowl will take place.

Super Bowl 50 will take place on February 7, with a kickoff at 6:30 p.m. EST.

Source: The Wall Street Journal