The Giants and New England Patriots aren’t the only ones with something at stake in the Super Bowl.

Northwestern University marketing professor Tim Calkins says host Indianapolis has a lot at stake because the Super Bowl can leave a lasting impression. He says the Super Bowl is a great opportunity for a city that isn’t well-known nationwide because one of the biggest challenges of branding is getting people’s attention.

Indianapolis has been using sports as economic tool since the 1970s when officials sought to rid the state capital of its nicknames of Naptown and India-No-Place.

Indianapolis Mayor Greg Ballard is confident the city is ready. He says the city hopes to do so well the NFL will want to come back again.

(Copyright 2012 by The Associated Press. All Rights Reserved.)