While the players at this Sunday's Super Bowl all have union representation, as do the technician's responsible for broadcasting the game, workers behind the scene such as vendors, security and concessions are non-unionized. The contrast in unionized workers can largely be attributed to Georgia being a right-to-work state. Based on data from 2018, only 4.5% of workers were part of a union. According to the Vice President of National Right to Work Foundation, Patrick Semmens, unionization rates in Georgia are low because unions have a difficult time mustering the initial support to organize amid worker apathy.
See "Brady Wears Super Bowl’s Union Label While Hourly Workers Don’t", Andrew Wallender, Bloomberg Law, January 31, 2019