Semiao, now head of ESPN's original entertainment arm, proposed an Olympics-like showcase.

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Alex Hill of AEG Europe, owners of the O2, said April's four-day showcase had been "hugely successful" and that the entertainment company was "thrilled" to be continuing its association.

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The National Football League is the number one entertainment in the world, and the Super Bowl is its showcase event.

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The booth will also showcase the benefits of Corning Gorilla Glass in larger format, multi-touch displays for education, entertainment and other applications.

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