Atlanta Super Bowl Committee hired Sparkloft to quarterback its Facebook, Instagram, and Twitter accounts.

How is it managed? “With the stakes as high as the Super Bowl, the notion that social media is an easy platform to handle is over,” Sparkloft CEO Martin Stoll told PR Week.

Pressure? Nineteen years have passed since Atlanta last hosted the NFL’s biggest game, so Brett Daniels, COO of the host committee, says he wants to “show the world a new Atlanta.”

Read more here: “Sparkloft to Manage Super Bowl Social Media Command Center” and here: “Inside the Super Bowl Command Center.”