No one I know of anyone who ever talks about the Superbowl. It's pretty well irrelevant to nearly all New Zealanders.
It mystifies me how something as insignificant as this is in New Zealand gets so much column space. This space/bandwidth would be better used on something remotely of interest to the general New Zealand public. There's national sports teams from this country that don't get this sort of coverage and deserve it ahead of the likes of the Superbowl.
The Superbowl isn't the only example it's just one that is in the news at the moment. The "World Series Baseball" is another. Ice hockey another.
Is it just lazy journalism, reporters just picking up feeds and republishing them. If so they need to think about their readership a bit more.