Before the game, the celebrated House of Blues venue will turn into a football fantasyland when legends of the gridiron, Archie Manning and MikeDitka, talk football with fans over beer, Creole-inspired apps and live music.
While Glaxo and Pfizer (nyse: PFE - news - people ) have hired sports figures MikeDitka and Rafiel Palmiero to help market their drugs, Lilly and Icos are focusing on the benefits of their drug.