Smirnoff will unveil its first cocktail coordinator during the Super Bowl in the finale of a contest it has been running since the start of the football season.  The final stage for the contest took place on Sunday, where three finalists had to show their knowledge of football and cocktails to celebrity judges.  Smirnoff is currently in its second season as the official vodka sponsor of the NFL.  These types of engaging marketing contests leading up to the Super Bowl have been common this year, with Smirnoff, Verizon, Gatorade, and Avocados from Mexico all hosting their versions.  Smirnoff will give people in the same city as the winner a $25 ride-share gift card as part of the campaign to promote safe transportation. Smirnoff will also be holding events to celebrate LGBT inclusion in sports on the week of the Super Bowl.  This year's Super Bowl will be the first in 33 years featuring an alcohol ad for a company other than Anheuser-Busch InBev.