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Home , Ben Dreith, Bill Belichick, Bill Carollo, Blue (NFL mascot), Bob McElwee, Charlie Weis

Notes, Quotes & Anecdotes

Contents

Super Bowl XXXIX ...... Page 116 America’s Undeclared National Holiday ...... Page 118 The Country’s Most Important Sporting Event ...... Page 119 The Game, The Teams, The Players ...... Page 121 Economic and Marketing Impact ...... Page 124 Television-Radio/Advertising ...... Page 128 International Mega Event ...... Page 133 Media/ ...... Page 135 Super Bowl /Trophy ...... Page 136 Super Bowl Week—Pregame, Halftime & Postgame Events ...... Page 137 Statistics ...... Page 139 Super Bowl Miscellany ...... Page 140

115 SUPER BOWL XXXIX

“We’ll get about 100,000 visitors, more (133.0 million) as FOX’s most-watched SUPER BOWL XXXIX than 100 million U.S. television viewers, program in the network’s 19-year history. Notes, Quotes & Anecdotes and a potential worldwide audience of about 1 billion watching the Super Bowl Why Do You Watch? broadcast.” Why do you watch the Super Bowl? — Times-Union • 92.1%—For the game • 5.6%—For the commercials “Sales have been nothing short of • 0.9%—For the amazing. We’ve broken every record in • 0.3%—Peer pressure 31 years (of business), hitting numbers • 1.2%—I don’t watch the Super Bowl that we only dreamed of.” —John Smith, owner of Jacksonville Super Host City America’s Most Significant Beach’s Mania store on sales According to a SurveyUSA poll: Sporting Event during Super Bowl XXXIX • 75% of adults from the city of “Here’s something I’ve learned. At a Jacksonville thought the city did a time when this country has never been “There should be no class on the Mon- good job as host city for Super Bowl more divided philosophically, socio- day after the Super Bowl.” XXXIX. logically, financially, politically, and in — Patriots • 90% of adults would like to see almost every way we can view ourselves, Jacksonville host the Super Bowl the Super Bowl has become arguably again. the most uniting, popular, entertaining, Dreams Do Come True • 61% of adults went to Super Bowl- and significant event on our annual “It’s a dream come true (to play in Super related activities on the First Coast. calendar.” Bowl XXXIX).” —Pro Football Weekly — Eagles Donovan McNabb “THIS IS WHAT PLAYERS GO “The Super Bowl has evolved in the last THROUGH TRAINING CAMP FOR. decade. It’s a national event.” “I don’t care if I have to mortgage my THIS IS WHY PEOPLE TRAIN —Hallmark Cards spokesperson house, I’m going.” Rachel Bolton — fan SO HARD. THIS IS WHY GUYS Kevin O’Donoghue on going BLEED. THIS IS THE GAME “You realize that everybody in the whole to Super Bowl XXXIX world is here for this game.” Philadelphia Inquirer PLAYERS TRY TO REACH. THIS IS —Philadelphia Eagles defensive THE PINNACLE AND IT DOESN’T line coach Tommy Brasher “The greater team goal is winning the GET ANY BETTER THAN THIS.” Super Bowl. That supersedes what any —Philadelphia Eagles wide “It’s like planning a wedding. Instead of player goal might be. You have to having 200 seats, you have 15 and every- make decisions and sacrifices. I know one wants to go.” what’s important to me and where my — priorities lie.” Party Time on trying to satisfy —New England Patriots 21.5 million people will throw Super his family and requests for quarterback Bowl parties, 9.9 million will watch the Super Bowl XXXIX tickets game in bars and restaurants, and “It’s a tremendous blessing to be here consumers who plan to watch the game “The Super Bowl is becoming comfort and play in the world’s greatest football will spend an average of $49.27 each food. It brings us back to a simpler time game.” (or $5.6 billion total) on Super Bowl- with no problems.” —New England Patriots related items. —Psychologist Don Powell safety —USA Today

“The Super Bowl by far provides the Tuning Into Super Bowl XXXIX Holy Guacamole! largest audience any advertiser can reach The 133.7 million Americans that 43.8 million pounds of avocados will be at one time.” watched at least part of Super Bowl eaten during Super Bowl XXXIX. That’s —Nicole Bradley, spokesperson XXXIX on FOX ranks as the fifth-most enough guacamole to fill ALLTEL for Pepsi-Cola watched program in television history, 10-and-one-half feet deep. and eclipses Super Bowl XXXVI —USA Today “There is no more mainstream advertis- ing vehicle in the than the Super Bowl.” NATIONWIDE CELEBRATION —Matt Ferguson, Careerbuilder’s Once again affirming as a nationwide celebration, FOX’s Chief Executive coverage of Super Bowl XXXIX was seen by far more people than voted in the 2004 Presidential election (122 million) or went out to celebrate New Year’s Eve (106 million).

116 SUPER BOWL XXXIX

Don’t Forget the Pizza and Chips Record International Advertising Rates 17—The average number of attendees For Super Bowl XXXIX, Global TV in “I HAVE BEEN IN THE NFL for a Super Bowl party. charged a top rate of $110,000 FOR 18 YEARS AND THIS IS MY 68—Percentage of Super Bowl party- for a 30-second Super Bowl ad, a record FIRST SUPER BOWL. IT’S goers who prefer pizza. for a Canadian sports broadcast. 4,000—Tons of popcorn to be eaten. SOMETHING I KNOW I WILL 14,000—Tons of to be consumed. SuperBowl.com International REMEMBER FOR THE REST OF 1,500,000—TV sets to be sold the week Cybercast MY LIFE.” before Super Bowl XXXIX. Super Bowl XXXIX was cybercast in —Philadelphia Eagles defensive 3,200,000—Pizzas that Pizza Hut and six languages on SuperBowl.com, the coordinator Jim Johnson Domino’s expect to sell on Super NFL’s official website. The game was Bowl Sunday. cybercast on the site in Danish, German, $125,000,000—Expected sales of Super Japanese, Mandarin Chinese, Russian, Hurry…Before They’re Gone Bowl merchandise. and Spanish. Rosalia’s Italian Café sold 600 cheese —USA Today steaks in one hour before Super Bowl Super Helpers XXXIX. More than 9,500 of Jacksonville’s —Florida Times-Union “YOU CAN BE THE RICHEST 1.2 million residents volunteered to MAN IN THE WORLD AND help at Super Bowl XXXIX. —Florida Times-Union SB XXXIX Draws NOT BE ABLE TO BUY Record Internet Traffic MOMENTS LIKE THIS.” The Masses Came… —New England Patriots offensive About 120 commercial flights arrived at SuperBowl.com coordinator the [Jacksonville International] airport SuperBowl.com posted record Thursday carrying about 14,000 numbers for Cadillac Super Bowl passengers. On a typical day, roughly MVP voting and fan usage. A Floating Hotels 8,000 passengers arrive on 100 flights. The city of Jacksonville docked five Many airlines switched to larger jets for record 2.2 million unique users cruise ships along the St. John’s River, the Super Bowl crowds. logged on to SuperBowl.com on adding the equivalent of 3,667 hotel Super Bowl Sunday—up from rooms, housing 6,400 people. …and Left 2 million for Super Bowl XXXVIII. —Florida Times-Union The city’s airport had its busiest day ever when more than 25,000 passengers Beginning in the fourth quarter, Super Bowl “Turf Cams” flooded its gates the day after the game. fans cast a record 468,818 votes for For Super Bowl XXXIX, FOX deployed —Florida Times-Union the Super Bowl MVP, surpassing “turf cams” in various positions on the last year’s mark of 440,937. Fan playing field, all within the hashmarks. Super Bowl Media Frenzy votes counted 20 percent (four It was the first time such images were 13,567 accredited members of the media votes) with another 16 on-site available during an NFL telecast. covered Super Bowl XXXIX. media members representing the —USA Today other 80 percent. Fans voted for Media Day Covered Worldwide the Cadillac Super Bowl MVP via 1,000 international reporters attended SuperBowl.com, FoxSports.com, Super Bowl XXXIX Media Day at and by wireless devices. ALLTEL Stadium. SUPER BOWL XXXIX The four fan votes were distributed Lending a Super Hand as follows: BROADCAST IN Thirty [thousand] to 40,000 pounds of Patriots QB Tom Brady 2.5 food prepared during Super Bowl week votes 31 LANGUAGES winds up in food banks, churches, and Patriots WR 1.0 Super Bowl XXXIX was broadcast in soup kitchens. the following 31 languages: Arabic, — Times vote Basque, Cantonese, Catalan, Danish, Eagles QB Donovan McNabb 0.5 English, Farsi, Faroese, Filipino, Small Businesses Benefit vote Finnish, French, Galician, German, 125 small businesses registered with the Greek, Greenlandic, Hindu, NFL for Super Bowl XXXIX. They were Hungarian, Icelandic, Italian, projected to eventually get $1.8 million Japanese, Korean, Mandarin Chinese, in work from the event. Norwegian, Polish, Portuguese, —Florida Times-Union Romanian, Russian, Serbian, Spanish, Swedish, and Thai.

117 AMERICA’S UNDECLARED NATIONAL HOLIDAY

“Football is our , and the Super Pass the Chips... AMERICA’S Bowl is our national holiday.” Aside from holidays (July 4, , UNDECLARED — Union Tribune etc.) the Super Bowl is Frito-Lay’s biggest snack day of the year. NATIONAL HOLIDAY Celebration! Students declared their own holiday and ...And the Pizza “These are days that define us as offices shut as a million and a half Domino’s has its single-biggest sales day Americans: Independence Day. Mother’s New England Patriots fans jammed of the year on Super Bowl Sunday. It Day. Thanksgiving Day. And, of course, ’s downtown Tuesday for the sells 1.2 million pizzas in the USA each Super Bowl Sunday.” city’s second Super Bowl party in three year on Super Bowl Sunday. The chain’s —Washington Post years. Police said the crowd surpassed biggest pizza-selling days of the year: the 1.2 million at the Patriots’ 2002 1. Super Bowl Sunday “Hallmark’s party experts (there really Super Bowl celebration. 2. New Year’s Eve are such people) have been doing some —USA Today 3. research and have come to the conclu- 4. The night before Thanksgiving sion that the Super Bowl has become We Gather Together 5. New Year’s Day America’s biggest excuse for having a On the last Sunday in January, we party, surpassing even New Year’s Eve.” Americans will gather to honor what has —Wall Street Journal become the last great communal ritual. —Boston Globe “It’s become the biggest day in sports, “They haven’t started almost as if it’s a national holiday, so Take the Day Off giving people the day maybe we shouldn’t be surprised that the Frozen in amber somewhere is the image Super Bowl has come to be a microcosm of Americans doing things like stopping off on Monday yet, of America here at the start of this new in their tracks at 11 a.m. on Armistice millennium. People are tuning in Day as bells rang to honor war dead. but in some respects, because it’s an event, America’s party Now there’s really only one true commu- holiday, and by definition that means it nal ritual left. To merely say that the Super Bowl Sunday has to appeal to the biggest demographic Super Bowl is far and away America’s seems like it’s more possible. The Super Bowl has become biggest television event isn’t enough. the event in which the country seems to To call it a ‘manufactured holiday’ of a national holiday take a time-out to watch, regardless of doesn’t quite do it, either. You can argue which teams are in it. The one game now that it has become our preeminent than a lot of those everyone watches, even those who secular holiday. days that are actual wouldn’t know a from a fly pattern. —Newsweek It’s about commerce as much as it’s holidays. The Super about football, a game that’s at the inter- We Are Family section of sport and corporate culture. “Anything that creates community in Bowl is a commercial We love parades. We love fireworks. We this mobile age, with our rootless society, love spectacles. We love to hear about with so many people without extended event that has taken how much money companies pay for families, is good. The Super Bowl turns on a civic character. ” their commercials. We love big. And the the country into one huge cheering Super Bowl has become the biggest section.” professor sports spectacle we have.” —Jack Lindquist, senior pastor, Jeffrey Pasley, who studies —Providence Journal Church of Incarnation, San Diego the history of patriotism

“The Super Bowl has become the closest National Holiday thing sports has given us to a national “It’s New Year’s Eve, the Fourth of July, holiday, the Great American Spectacle, and rolled into one...the the one Sunday every year when the Super Bowl is America’s Game.” country comes to a near halt and revolves — Times around the NFL’s championship game.” —San Diego Union Tribune We Give Thanks... Super Bowl Sunday is the second biggest “The four biggest holiday celebrations in eating day of the year, right behind the United States are Thanksgiving, Thanksgiving. , New Year’s Day and the —San Diego Union-Tribune Super Bowl.” —Washington Post

118 THE COUNTRY’S MOST IMPORTANT SPORTING EVENT

“It’s the single largest event that attracts THE COUNTRY’S the most people.” Counting the Days MOST IMPORTANT —Jeff Kuhlman, director of An April, 2000, ESPN Sports communications for Cadillac Poll ranked the Super Bowl as SPORTING EVENT the most anticipated sporting History Lessons “The game with the “History of America, Part I (1776-1966): event or competition in any given dwarfs championships decided on Declaration of Independence, year. The Super Bowl drew diamonds, courts, and ice...Other sports Constitutional Convention, 24.5 percent of the survey votes, can only envy the enormity of the Purchase, Civil War, Reconstruction, three times the 7.6 percent of Super Bowl.” World War I, Great Depression, New the poll’s runner-up—the —USA Today Deal, World War II, TV, Cold War, World Series. civil-rights movement, Vietnam. History “For the one day that is Super Bowl of America, Part II (1967-present): the Super Bowl 24.5% Sunday, your color and ethnicity and Super Bowl era. The Super Bowl has World Series 7.6% religious beliefs and everything else that become Main Street’s Mardi Gras.” separates different factions of society is —Norman Chad, TV Guide Olympics 5.7% all forgotten. For those few hours, it’s NFL Playoffs 4.3% just the entire world watching our game. Common Interest NBA Playoffs 3.5% How cool is that?” “The Super Bowl, because it garners NCAA Men’s Final Four 3.3% —San Diego Union-Tribune broad-based interest in the American Daytona 500 2.8% public that transcends social class, race, NBA Finals 2.4% gender—all kinds of boundaries—pro- Finals 1.9% “SUNDAY WAS THE BEST vides a context for the nation to share SUPER BOWL OF THEM ALL, interest in a common event. The —ESPN FOR ALL THE FINE REASONS Oscars, the Emmys, even a presidential election...none of them compare. In American Made THAT WE COME TO SPORTS, terms of political conventions, they draw “If we were to brand America, the brand ALL THE THINGS THAT MOVE their own party and not across group would be the Super Bowl. This game is US IN SPORTS, AND MAKE US boundaries. The Super Bowl is a singular all about freedom, excitement, and ful- sociocultural event that is powerful filling your dreams. It’s the challenge of TALK ABOUT GAMES LIKE economically, as well as socially and the best going up against the best.” SUPER BOWL XXXVI culturally.” —Jim Johnson, president, —Jomills Braddock II, director of the Anspach Grossman Enterprise FOREVER.” University of ’s Center for — Research on Sport in Society Business Sense “The Super Bowl, as a cultural and “It’s the sports championship game with Competing Interest commercial experience, impresses the Roman numerals, which separates it “This is the premier sporting event in people in the business realm as no other from all other title games and conjures the country, and it symbolizes competi- annual event in the world.” up images of gladiators ready to battle. tion.” —Pat Conners, vice president of It’s the biggest single-day sporting —John Swigard, special promotions marketing, Mesa Distributing event—the Super Bowl. And everybody coordinator, wants a piece of the action.” Diverse Audience —New York What’s the Other Half Doing? “The Super Bowl crosses sexual bound- “When you think that virtually half the aries, racial boundaries, regional bound- “Can you imagine what it feels like to be country’s watching the Super Bowl…this aries, cultural boundaries, even financial Irish and be at this most American of makes a hell of a statement.” boundaries….Everybody watches….” events? It’s amazing. To be here at the —Jon Mandel, Grey Advertising —Kansas City Star Super Bowl, to know this is the very heart of America, it feels right.” “...AN AMERICAN RITE OF See and Be Seen —, lead singer of , featured in “The Super Bowl is an event where Super Bowl XXXVI halftime show SPORTS AND MARKETING the beautiful people go to be seen, the THAT WAS BORN IN RELATIVE same as when entertainers used to sit “In sport and in life, America never ringside at heavyweight title fights. looked better [than at Super Bowl MODESTY, BUT HAS GROWN From [Angela Perez], XXXVI].” TO BE THE UNDISPUTED Carmen Electra, and Jennifer Lopez to — Sun-Times CHAMPION OF SPORTS Evander Holyfield, B.B. King, and Ricky Martin, they know it’s good business to EXTRAVAGANZAS.” be part of the spectacle.” —New York Times —Washington Times

119 THE COUNTRY’S MOST IMPORTANT SPORTING EVENT

America Watches Ski Lift Executive Privilege “ D o e s n’t matter which teams are playing. Officials at Wachusett [] D o e s n’t matter how lopsided the g a m e . Mountain Ski Area erected a huge Former President America watches. The most-watched t e l e- television screen, estimated by one watched Super Bowl XIII while on a vision shows [in numbers of people] are employee at 10 feet by 10 feet, at the base trip to Israel. President Ronald Super Bowls….And truth is, nobody’ s of the chair lift. “That way, fans can Reagan tossed the coin at the White quite sure how the Super Bowl became watch the game while they’re waiting in House prior to Super Bowl XIX and the Super Bowl. It was just supposed to be line, take a run during commercials, and a football game. But…it’s bigger than ski back in time to watch some more his performance was shown via tele- that. It’s bigger than anything, really. ” plays,” said Tom Meyers, marketing vision on the scoreboard at Stanford —Kansas City Star director at the ski area. Patrons could get Stadium. President George Bush lift tickets at half price if they could made a taped message for U.S. mili- Foresight name 11 Patriots in 60 seconds. tary forces engaged in Desert Storm, [Former NFL Commissioner Pete] —Boston Globe and it was shown on television at Rozelle, whose game was public relations Super Bowl XXXI halftime of Super Bowl XXV. before ascending to running a game, Mr. Bush, as Vice President, decided that the meeting between the “ LOOKED attended Super Bowl XVI at the champions of the established NFL and , and was a the upstart AFL would come not the IN ALL DIRECTIONS FRIDAY, spectator at Super Bowl XXXVI at Sunday after the league championship AND WHAT HE SAW WAS games, but two weeks later. the Louisiana Superdome. Vice “It was as calculated a decision as was GOOD. PROFESSIONAL President attended Super ever made by the league,” said former FOOTBALL WAS THE Bowl XXVIII at the Dome. Cowboys president . “The UNDISPUTED HEAVYWEIGHT Vice President idea was to give the game time to build. attended at Miami’s That allowed us to get the teams in early, SPORTS CHAMPION OF Orange Bowl. They are the highest- to make them available, to make sure AMERICA. AND PERHAPS ranking United States officials to that the media got everything it needed SOMEDAY, THE WORLD.” attend a Super Bowl. to tell the world about our game.” —Washington Post, at Super Bowl XXVII —Dallas Morning News Top 15 All-Time Television Programs Based on audience rating (A.C. Nielsen) Rank Program Telecast Date Network Avg. Audience (%)

1 M*A*S*H (Final Episode) Feb. 28, 1983 CBS 60.2

2 Dallas Nov. 21, 1980 CBS 53.3

3 Roots-Part VIII Jan. 30, 1977 ABC 51.1

4 Super Bowl XVI Jan. 24, 1982 CBS 49.1

5 Super Bowl XVII Jan. 30, 1983 NBC 48.6

6 Winter Olympics Feb. 23, 1994 CBS 48.5

7 Super Bowl XX Jan. 26, 1986 NBC 48.3

8 Gone With The Wind-Part 1 (Big Event-Pt. 1) Nov. 7, 1976 NBC 47.7

9 Gone With The Wind-Part 2 (NBC Mon. Movie) Nov. 8, 1976 NBC 47.4

10 Super Bowl XII Jan. 15, 1978 CBS 47.2

11 Super Bowl XIII Jan. 21, 1979 NBC 47.1

12 Bob Hope Christmas Show Jan. 15, 1970 NBC 46.6

13 Super Bowl XVIII Jan. 22, 1984 CBS 46.4

13 Super Bowl XIX Jan. 20, 1985 ABC 46.4

15 Super Bowl XIV Jan. 20, 1980 CBS 46.3

120 THE GAME, THE TEAMS, THE PLAYERS

Super Bowl XXXVIII the craziest and be remembered for a lot of things, but THE GAME, best and most entertaining Super Bowl of first and foremost it should be remem- THE TEAMS, them all. Twenty-four points in the last bered as a classic championship event.” three minutes of the first quarter. Thirty- —Contra Costa Times THE PLAYERS seven points in the fourth quarter!” —New York Daily News Brady’s Bunch “The Super Bowl is about opportunity. Tom Brady became the youngest To go from humble beginnings, to “With everything that happened this quarterback in NFL history to win two pursuing a dream, to becoming cham- week, with all the security, the fact that Super Bowl rings (Brady was 26 years pion of the world. That’s what it’s all we’re at war, and then to have a great and 182 days old). In second place is about—opportunity.” game like this, I don’t see how anyone (27 years and 70 days old). — can say this [XXXVI] wasn’t the greatest Super Bowl of all time.” Patriots Airlines —, New England The Patriots employed six 767s to fly Patriots their entire group of players, coaches, “What more could sponsors, family, friends and associates you want? Super Bowl “Commissioner Tagliabue should be to for Super Bowl XXXVIII. proud. Super Bowl XXXVI will not only —Boston Globe XXXVIII had it all, be remembered for the Patriots’ stunning 20-17 upset of the highly-favored Rams, Super Secret Service making it the best ever. but also for the extensive security mea- Super Bowl XXXVI was the first sport- It was the greatest sure put in place in the aftermath of ing event to be tagged a “National September 11. The end result was a Special Security Event,” a designation by Super Bowl of all monumental event that went off with the Federal Government that makes the time. Now this little inconvenience to the average Secret Service the coordinating agency. ticket holder.” was a wonderful —New York Post Super Bowl Tickets championship battle, “[In Super Bowl XXXVI] the NFL PRICES full of everything that demonstrated its ability to put on a display of unbridled patriotism better I $12, $10, $6 X X I I $ 1 0 0 makes the game than any organization in sports.” II $12 X X I I I $ 1 0 0 —Washington Post III $12 X X I V $ 1 2 5 dramatic, draining, IV $15 X X V $ 1 5 0 enervating, maddening, “People all over the world are attracted V $15 X X V I $ 1 5 0 to events that endorse a sense of ‘we- VI $15 X X V I I $ 1 7 5 fantastic, exciting.” ness.’ We love big events like the Super VII $15 X X V I I I $ 1 7 5 VIII $15 X X I X $ 2 0 0 — Bowl. We are constantly looking for a connection with each other based on the IX $20 X X X $350, $250, notion of nationhood. It is an opportu- X $20 $ 2 0 0 nity for us to gather as one.” XI $20 X X X I $ 2 7 5 “This Super Bowl [XXXVIII] might be —Dr. Jay Coakley, professor of sociology XII $30 X X X I I $ 2 7 5 the Super Bowl all others are measured at the University of XIII $30 X X X I I I $ 3 2 5 XIV $30 X X X I V $ 3 2 5 against, at least as long as grit and a at Colorado Springs XV $40 X X X V $ 3 2 5 heart-stopping finish are among the XVI $40 X X X V I $ 4 0 0 measuring sticks.” “This [XXXVI] was not only the biggest XVII $40 X X X V I I $500, $400 —Houston Chronicle upset in the 36 years of Super Bowl his- XVIII $60 X X X V I I I $ 6 00, $500, tory, with the best finish in Super Bowl XIX $60 $ 4 0 0 “This [XXXVIII] was one of the best history, but all of it happened with the X X $ 7 5 X X X I X $600, $500 Super Bowls, full of comebacks and most timely backdrop. From the X X I $ 7 5 X L $700, $600 strategy, athletic feats and suspense. pregame songs of John Phillip Sousa to Sunday night was for the championship the halftime unveiling of the names of TICKET DISTRIBUTION of this vast and powerful league, and it those killed in the September 11 tragedy, 17.5% AFC champion was worthy of such attention.” the theme of this game was the resilience 17.5% NFC champion —New York Times of a unified America.” — 5.0% Host city team(s) “So now ’s Patriots have 34.8% Other 29 teams (1.2% each) given us the two best endings in Super “This was a game you didn’t want to end. 25.2% NFL Office for distribution to fan lottery, NFLPA, Bowl history. And no one could have This may have been the greatest Super media, and other NFL known it at the time, but the Patriots and Bowl of them all, for more reasons than associates the Panthers were on their way to making you can count. Super Bowl XXXVI will

121 THE GAME, THE TEAMS, THE PLAYERS

The Greater Good The Titans did so in their fortieth in from 1981 to 1992, “When we watch the Super Bowl, we are season. The seven others, in order, leading the Broncos to three AFC able to imagine ourselves being part of were the , championships and into Super Bowls something greater than ourselves.” Raiders, , , XXI, XXII, and XXIV. He also coached —Cecilia O’Leary, associate professor of New England Patriots, , and the Falcons in their Super Bowl history at Cal State-Monterey Bay San Diego Chargers. XXXIII appearance. —The Tennessean It’s Now or Never One Coach, Two Teams, “This isn’t anything like the World Fashion Statement Two Super Bowls Series. In the World Series, you’ve got at An estimated 100,000 people—it just became the fourth head least four or five opportunities that you seems like more, with the bulky head- coach in NFL history to take two fran- know you’re going to play. This is a gear those types wear—will chises to the Super Bowl when he guided one-time shot, man. This is cool.” descend on San Diego for the Super the St. Louis Rams to victory in Super — Bowl [XXXII]. By comparison, the Bowl XXXIV. Vermeil was head coach of Republican National Convention in 1996 the Philadelphia Eagles when they lost Around the Water Cooler drew 30,000, many of whom also sported to the Oakland Raiders 27-10 in Super “People watch because they know other unusual hats. Bowl XV. (Colts and people are watching. They know that —San Diego Union-Tribune Dolphins), (Giants and everybody is going to be talking about it Patriots), and (Broncos and the next day.” Why Roman Numerals? Falcons) are the others. —David Stewart, chairman, USC The use of Roman numerals to designate marketing department Super Bowls began with V, won by the A Man For All Decades Colts over the Only one person, , has Super Extravaganza 16-13 on Jim O’Brien’s 32-yard played in Super Bowls in three Ed Micone, executive vice-president with five seconds remaining. different decades. Upshaw, who was and executive producer, Radio City The Roman numerals were adopted inducted into the Pro Football Hall of Entertainment, states that the “Super to clarify any confusion that may occur Fame in 1987, played guard for the Bowl is the biggest entertainment because the NFL Championship Oakland Raiders from 1967 to 1981, and extravaganza in the world.” Game—the Super Bowl—is played in he participated with the AFL/AFC the year following a chronologically champions in Super Bowls II (1968), XI recorded season. Numerals I through IV (1977), and XV (1981). “IF YOU BELIEVE IN were added later for the first four Quarterback was a Super Bowls. Super Bowl participant in two decades, DESTINY, MAYBE THIS IS THE but also was a member of a team that was WAY IT WAS SUPPOSED TO It Became Super at Age III the NFC champion in a third decade. BE, WITH A TEAM CALLED The AFL-NFL World Championship Rutledge was on the roster of the Game was a Packers’ Party its first 1979 , who played in THE PATRIOTS WINNING ON two years before the Super Bowl tag Super Bowl XIV (1980), and then he A SUPER SUNDAY THAT WAS became official at game III. , played for the in XXI SET UP AS A STAR-SPANGLED owner of the Kansas City Chiefs, was fas- (1987) and the Washington Redskins cinated by the name and liveliness of a in XXVI (1992). SHOWCASE TO CELEBRATE Super Ball that was a favorite plaything THE STRONG SPIRIT OF of his children, and was the original Matt’s the One advocate of the name Super Bowl. Linebacker is the only AMERICA AFTER THE player to earn Super Bowl championship TRAGEDY OF SEPTEMBER 11.” Super Six rings with three different teams—the —St. Louis Post-Dispatch on XXXVI holds Raiders in XV and XVIII, the 49ers in the record of playing in six Super Bowls. XXIV, and the Redskins in XXVI. Lodish played for AFC-champion Among Most Memorable Buffalo in Super Bowls XXV through Huddle to Sideline Events of 1960s XXVIII, and was a member of Denver’s was the first person to earn Super Bowl I was selected second only to Super Bowl XXXII and XXXIII Super Bowl rings as a player, assistant man walking on the among the champions. coach, and head coach. He was a backup most memorable events of the 1960s in a quarterback for the Kansas City Chiefs 1999 U.S. Postal Service survey of almost Reeves Holds Appearance Record in IV, an assistant for Oakland in XI, one million Americans. Dan Reeves participated in more Super and, as a head coach, led the Raiders to Bowls, nine, than any other coach or victory in XV and XVIII. Last, But Not Least player. Reeves played for Mike Ditka became the second when The became the eighth the Dallas Cowboys in Super Bowls V he led Chicago to victory in Super Bowl and last of the original AFL franchises and VI, and was a Cowboys assistant XX. Ditka was a player and an assistant to advance to the Super Bowl (XXXIV). coach in X, XII, and XIII. Reeves was coach on championship teams in Dallas.

122 THE GAME, THE TEAMS, THE PLAYERS

Super Bowl Officiating Assignments Through Super Bowl XXXIX, five officials had worked a record five Super Bowls. They are line judge Bob Beeks, umpire Ron Botchan, line judge Jack Fette, back judge Al Jury, and back judge Tom Kelleher. Beeks, Botchan, Fette, and Kelleher are all retired, while Jury remains active, including working Super Bowl XXXIV in Atlanta. NFL game officials receive postseason assignments based on their performance during regular-season games. Alfred, Bruce–II, VII, IX Fincken, Tom–XXIX, XXXI, Mace, Gil–XVIII, XXI Schachter, Norm–I, V, X Ancich, Hendi–XXIV XXXIV Mallette, Pat–XXI Schleibaum, Bill–IV Anderson, Walt–XXXV Frantz, Earnie–XXIV, XXXI, Marion, Ed–V, IX, XI Schleyer, John–XXXII Austin, Gerry–XXIV, XXXI, XXXIV Markbreit, Jerry–XVII, XXI, Schmitz, Bill–XXXV XXXV Gamber, Hugh–V XXVI, XXIX Seeman, Jerry–XXIII, XXV Baetz, Paul–XXIII, XXVI, Gierke, Terry–XXI McAulay, Terry—XXXIX Semon, Sid–XXV, XXVIII XXXII Glass, Bama–XX McDonough, John–IV Sifferman, Tom–XXXVII, Barnes, Tom–XXVIII Gonzales, Joe–III McElwee, Bob–XXII, XXVIII, XXXVIII, XXXIX Barth, Gene–XVIII Graf, Fritz–V, VIII, XV, XVIII XXXIV Silva, Fred–XIV Baur, Bob–II Green, Scott–XXXVI, XXXVIII McKenzie, Dick–XXV, XXVII Sinkovitz, Frank–XV Baynes, Ron–XXIX, XXXIII Grier, Johnny–XXII Merrifield, Ed–XXVI Skelton, Bobby–XXIII Beeks, Bob–XIV, XVI, XVIII, Haggerty, Pat–XIII, XVI, XIX , Leo–VIII, X, XIX Skover, Tony–VII XXI, XXIII Hakes, Don–XVI, XXX, XXXIII Millis, Timmie–XXIX, XXXIII Slaughter, Gary—XXXIX Bell, Tom–III, VII Hamer, Dale–XVII, XXII Montgomery, Ben–XXXII, Steenson, Scott–XXXI Bergman, Jeff–XXXI Hampton, Donnie–XXVII XXXVIII Steinkerchner, Mark–XXXVII, Bergman, Jerry–XIII, XVI, Hantak, Dick–XVII, XXVII Morcroft, Ralph–II, VIII XXXIX XVIII, XXIII Hayes, Laird–XXXVI, XXXVIII Morelli, Pete–XXXVI Steratore, Tony—XXXIX Blum, Ron–XXIV, XXVI Hensley, Tom–XIX Murphy, George–III Swanson, Bill–XI, XVI Boston, Byron–XXXIV Hittner, Mark–XXXVI, XXXVIII Musser, Charley–IV, XIV Swearingen, Fred–XIII Botchan, Ron–XX, XXVII, Hochuli, Ed–XXXII, XXXVIII Nemmers, Larry–XXV Terzian, Armen–XI XXIX, XXXI, XXXIV Holst, Art–VI, XII O’Brien, Bill–X Toler, Burl–XIV Boylston, Bob–XXI, XXVI Javie, Stan–II, VIII, X, XIV Orem, Dale–XXX Tompkins, Ben–XIV, XVIII Brown, Chad–XXXV Jones, Nate–XXVIII Orr, Don–XVII, XXIV, XXVIII Toole, Doug–XXXII, XXXV Carey, Don–XXXVII Jorgensen, Dick–XXIV Paganelli, Carl—XXXIX Trepinski, Paul–V Carollo, Bill–XXX, XXXVII Jury, Al–XX, XXII, XXIV, Palazzi, Lou–IV, VII, XI Tunney, Jim–VI, XI, XII Cashion, Red–XX, XXX XXVIII, XXXIV Parker, Walt–III Ulman, Bernie–I, IX Connel, Joe–VI, X, XII Keck, John–XXX Parry, Dave–XVII Vandenberg, Ralph–VI Coukart, Ed–XXXVII Kelleher, Tom–IV, VII, XI, XV, Patterson, Rick–XXXVII, Vaughan, Jack–XX, XXV, XXIX Conway, Al–IX, XIV, XVI, XXII XIX XXXIX Vest, Jack–II Creed, Dick–XXVI, XXX Kessle, Harry–IV Phares, Ron–XXVII, XXIX, Veteri, Tony–II, VII, XII, XV Daopoulos, Jim–XXXIII Knight, Pat–XIII XXXVI Veteri Jr., Tony–XXXV Demmas, Art–XIII, XVII, XXV, Kukar, Bernie–XXXIII, XXXVI Poole, Jim–XXI, XXVII Wedge, Don–XXII XXVIII Lane, Gary–XXIII, XXXIII Quinby, Bill–XIX Weidner, Paul–XXX Dodez, Ray–XIX Leavy, Bill–XXXIV Quirk, Jim–XXXII Wells, Gordon–XVIII, XXIII Dolack, Dick–IX Lepore, Cal–III Reader, Jack–I, III Williams, Banks–XXV Dooley, Tom–XV Lewis, Bob–XIX Reynolds, Bill–XVII Williams, Dale–XX, XXVI, Dorkowski, Don–XXXII Lisetski, Mike–I Rice, Bob–XVI, XX XXXVII Douglas, Ray–IX, XII Look, Dean–XIII, XV, XXVII Rice, Jeff–XXXVI, XXXVIII Wortman, Bob–VI, XII Dreith, Ben–VIII, XV Lovett, Bill–XXXV Rivers, Sanford–XXXIII Young, George–I Fette, Jack–V, VIII, X, XII, XXII Luckett, Phil–XXXI Sabato, Al–I, VI Super Bowl Referees I XIV XXVII II Jack Vest XV XXVIII Bob McElwee III Tom Bell XVI Pat Haggerty XXIX IV John McDonough XVII Jerry Markbreit XXX V Norm Schachter XVIII Gene Barth XXXI VI Jim Tunney XIX Pat Haggerty XXXII VII Tom Bell XX Red Cashion XXXIII Bernie Kukar VIII Ben Dreith XXI Jerry Markbreit XXXIV Bob McElwee IX Bernie Ulman XXII Bob McElwee XXXV Gerry Austin X Norm Schachter XXIII XXXVI Bernie Kukar XI Jim Tunney XXIV XXXVII XII Jim Tunney XXV Jerry Seeman XXXVIII Ed Hochuli XIII Pat Haggerty XXVI Jerry Markbreit XXXIX Terry McAulay

123 ECONOMIC AND MARKETING IMPACT ECONOMIC AND $292 MILLION IMPACT MARKETING IMPACT Super Bowl XXXIV Generated $292 Million Economic Impact Super Bowl XXXIV generated a total economic impact of $292 million for the Super XXXVIII Host state of Georgia, according to a study released by Georgia State University of The Houston Super Bowl XXXVIII Host Atlanta. Highlights of the study, jointly funded by the Atlanta Sports Council Committee and the NFL estimated that and the NFL included: the week’s Super Bowl festival produced • 94,000 people visited metropolitan Atlanta and Georgia for the Super Bowl and a $250 million to $300 million economic related activities. impact for the city. • Atlanta received $215 million of the total $292 million economic impact. • Of the 72,625 spectators attending Super Bowl XXXIV, 65,250 were out-of-town “The reality is this is an absolutely visitors. tremendous plus [for Houston],” said • A total of 29,362 fans visited Georgia but did not attend the game. Harris County Commissioner Steve • The average visitor spent $350 per day. Radack. “When they see Reliant • 87 percent of visitors stayed in hotels. Stadium and all the behind-the scenes, it • $48.72 was spent by the average fan for food, beverages, and souvenirs at the is going to be catalyst for others to take a game. closer look at Houston.” • Corporations spent $11.2 million in Atlanta during Super Bowl week. • Media companies spent $6.5 million covering the Super Bowl. “Taking the Super Bowl to more cities represents a are two ways to look at it. One from the Does It Get a Trophy, Too? economic impact, which is obvious and “The Dallas Cowboys beat the Pitts- couple of things. Number definitely very beneficial for the city. burgh Steelers on Super Sunday, but one, the recognition that the The second one is it gives them an the real winner of Super Bowl XXX was game is a tremendous asset to incredible selling tool to go out and help the state of .” make money for the upcoming years.” —Arizona Governor Fife Symington the community and the im- —Chris Smith, chief strategy officer pact of the game goes way of The Marketing Arm They Play a Game, Too beyond football and can be a “Today’s Super Bowl XXXII is the positive for the entire tourism Many Happy Returns world’s premier corporate musical, the “Economic impact is one reason the ultimate production in an entertainment and travel economy of many, Super Bowl is so widely sought. For a marketplace created and hyped by many different cities. And $3.6 million investment to put on the multinational capitalists run amok.” s e c o n d l y, it reflects the fact game, a metropolitan area stands to net —San Diego Union-Tribune that so many cities have tremendous returns over a substantial period of time. Any investment which And Tigger, Too invested public monies, either garners a 5,000 percent return is a pretty “With the Super Bowl, we’re like Winnie in total or in part, to build sound business move.” the Pooh in a vat of honey. If we had a new and, in those —Charles Scurr, president of the South chance to host it every year, we would…. Florida Host Committee (XXIX) This is a sophisticated tourism market, circumstances, our ownership and it’s hard to find events like the has felt it’s important to support those investments Closing the Deal with the Super Bowl game.” —NFL Commissioner Paul Tagliabue “NEARLY A HUNDRED THOUSAND PEOPLE JOURNEY TO THE [SUPER BOWL] AND MILLIONS WORLDWIDE TUNE IN EACH YEAR TO WATCH HOURS OF COSTLY ADVERTISEMENTS Super Profits “The Super Bowl is 25 to 30 percent of AND FANTASTIC HALFTIME SPECTACLES…SOMETIME BEFORE your profit for a year. It means an awful THE BIG KICKOFF IN ATLANTA [SUPER BOWL XXVIII], SEVERAL lot to us.” —Jerry Anderson, General Aviations CORPORATIONS COLLECTIVELY SPENT SOMEWHERE operations manager IN THE NEIGHBORHOOD OF $3.7 BILLION TO HAVE THEIR NAME ATTACHED TO THE SUPER BOWL, AND SPONSORSHIPS Super Impact on Hosts “You land that Super Bowl and all of a LIKE THAT CAN’T GO UNRECOGNIZED.” sudden you’re a Super Bowl city, which —Special Events Magazine only a handful of cities can say. There

124 ECONOMIC AND MARKETING IMPACT

Super Bowl that attract almost 200,000 Long-Term Implications Mmmm Good people spending that kind of money.” “If history is any judge, many companies One Super Bowl XXXVI advertiser, —Ft. Lauderdale Convention and Visitor’s will eventually relocate here as a direct AT&T mlife.com, emerged from nowhere Bureau President Nikki Grossman result of corporate executives who came to become a recognizable online brand to see the game and walked away overnight. The company’s annual Super Wide-Ranging Effects impressed with the area’s natural beauty, Bowl traffic ratings and analysis found “While the Super Bowl has become an lifestyle, and business-friendly environ- that AT&T mlife.com registered traffic entrenched American tradition in sales, ment…To be honest, there are a lot of for the first time on the Saturday before social, and advertising circles, its reach people who still think Arizona looks like Super Bowl XXXVI with 34,000 unique now extends into the corporate Saudi Arabia. The benefits Arizona sees visitors; traffic then spiked to 681,000 motivational arena.” in January 1996, are not the issue. Our unique visitors on Super Bowl Sunday. —Washington Post belief is that the Super Bowl will create The success prompted the brand’s parent significant long-term benefits.” company AT&T Wireless to become the —Rich Warnick, Young, sponsor of the Super Bowl XXXVII RIPPLE EFFECT Cunningham, & Co. Halftime Show. “The Super Bowl has to be —Jupiter Media Metrix the quintessential opportu- Owning Part of History Less than one month after winning the XXIX Good For South Florida nity for destination market- Super Bowl [XXXVII], nearly one mil- The January 29 [1995] game attracted ing—the plum that every city lion champi- more visiting fans than any other of any size plots for and onship T-shirts and hats were sold, sec- championship in NFL history and schemes toward. I know. I was ond only to the sales racked up by the pumped $204.5 million into south chairperson for the 1992 Denver Broncos when they won their Florida. first Super Bowl in 1998. The buyers —Report by Barry University Super Bowl, and while the were not from Buccaneers territory only. game of the year is won in a About half the sales came from outside Direct and Indirect matter of hours, winning the Florida. “Indirect activity—that bigger bleach Super Bowl for one’s home buy for cleaning all those hotel sheets, city can—and in our case, Everyone is a Winner those extra crates of tomatoes that did—take years. And it Some 10,000 NFL-licensed items—many restaurants buy from South Dade printed with “Oakland Raiders Super farmers, those was worth every iota of Bowl [XXXVII] Champions”—went to souvenirs bought by folks who don’t even effort it took. World Vision, a Christian relief and go to the game—accounts for a big part “ Few people realize the pos- development organization assisting 70 of the benefits for a Super Bowl host city: itive effects a Super Bowl can million people in 92 countries. For many have on a state’s economy, years, the NFL has sent its surplus • San Diego (1988) $136 million total championship apparel to World Vision impact, $70.6 million indirect; tourism, and overall image. for shipment to any of the 29 countries • Tampa (1991) $118 million total The ‘ripple’ can provide an in Africa and Eastern to which impact, $58 million indirect; even more dramatic economic the NFL requested its gifts be sent. • Los Angeles (1993) $182 million total impact than the game itself. impact, $100 million indirect; While more than $100 mil- New England Patriots Filmography • Atlanta (1994) $166 million total lion is likely to be spent in a According to USA Entertainment, impact, $90 million indirect. 300,000 copies of the New England host city in the span of a few Patriots Super Bowl XXXVI Champions “Indirect activity is a huge compo- winter days, the ripples video produced by NFL Films were nent,” said Kathleen Davis, coordinator spreading through the months ordered by dealers before the release of Barry University’s Sports Manage- thereafter are harder to track date, a 33-percent increase over the ment Program. “I think this event is but no less significant. Savvy previous biggest seller. going to realize some very healthy num- —Boston Globe bers for Miami—probably beyond pro- planners use the Super Bowl jections.” to build their area’s future Don’t Be Late The Los Angeles study, prepared by image and business. They According to Ken Flanders, the director the John E. Anderson Graduate School make the most of their time of retail operations at , of Management at the University of in the spotlight to pinpoint people began lining up outside the Los Angeles, estimated the the area as a positive destina- Patriots’ Pro Shop at 7:30 a.m. to buy 1995 game would bring as much as a merchandise after Super Bowl XXXVI. $146 million economic boost to the tion for years to come.” By the end of the day, the entire shop Miami area, $80.3 million of that from —Marilyn Carlson Nelson, was virtually void of any championship indirect economic activity. Chair, Super Bowl XXVI Task Force paraphernalia. —Miami Herald —Boston Globe

125 ECONOMIC AND MARKETING IMPACT

Cheeseheads Unite Hungry Fans The Super Bowl XXXI Champions video The Hostess bakery in , Economic Impact— sold 70,000 copies in the city limits of which services the Denver area, has been Green Bay, a city of 100,146. The first stocking up on -and-orange dyed Super Bowl XXXVII 65,000 videos were sold within the first Sno Balls for weeks. Last year, they sold five days, making it the fastest selling 150,000 packages of the colorful cakes Super Bowl XXXVII generated a sports video ever. per week during the NFL postseason, total economic impact on San Logo Athletic sold more than 650,000 which is more than 10 times what they Diego County of $367 million, locker-room hats worn by Green Bay normally sell. according to a study by Marketing players during the Trophy cer- —Miami Herald Information Master, Inc. emony. The previous record was 450,000. Super Bowl XXXIII, 1999 More than 950,000 Super Bowl Highlights of the Super Bowl programs were sold, beating the previous XXXVII study include: record of 700,000 set in 1986. “TICKET SALES Sport’s Mecca • 133 non-local corporations were The Super Bowl is the Woodstock of in San Diego spending a total of corporate America. Corporate jets are FROM THE [SUPER $61.6 million during Super Bowl expected to land in every week, in addition to spending three-to-four minutes Sunday morn- BOWL XXX] $3.3 million in site visits prior ing…The game’s bottom line: an esti- to January 2003. mated $250 million local economic NFL EXPERIENCE • Super Bowl activities generated impact, a 56 percent increase from New 168,600 total hotel room nights Orleans’s 1990 Super Bowl. (Source: in San Diego. MetroVision Research, the economic IN TEMPE AND • Among spectators who stayed development arm of the region’s Chamber of Commerce.) overnight in San Diego, 74 On average, Super Bowl visitors are THE NFL GOLF percent stayed three-or-more expected to spend $900-1,000 a day over nights. two to three days. TOURNAMENT • Of the total 67,603 spectators —USA Today attending the game, 60,720 were out-of-town visitors. Everyone Wins GENERATED • $12.2 million was spent by The Espiritu Community Development out-of-town media covering Corporation beat out 14 other non-profit $1 MILLION.” the game. groups to receive $1 million from the • 61 percent of male visitors and NFL to transform its Montessori —Tribune Newspapers 56 percent of female visitors to preschool and charter school into a Youth Education Town in Phoenix. San Diego during Super Bowl week were in the 25-to-44-year old demographic. • 87 percent of San Diego house- FAST FURNITURE? holds surveyed by phone were pleased that San Diego hosted “Last year we received orders four hours before the Super Bowl. kickoff,” said Paul Goldenberg, a large dealer of • $7.3 million in increased tax revenue was generated by the big-screen TVs in . Goldenberg game. expects to sell more than 500 big screens—at $1,400 to • The NFL held more than 40 charitable events in San Diego $4,800—between Friday and Sunday. That’s about five in the weeks preceding Super times more than a typical weekend. Couches and reclin- Bowl. • As part of the first-ever Super ers also see sales bumps Super Bowl week. “Some peo- Bowl Latino Leadership ple buy home entertainment centers hours before the Initiative, the NFL donated more than $300,000 to the game,” said Edward Gilligan of Levitz Fu r n i t u r e . Latino communities of San —USA Today Diego and Tijuana, .

126 ECONOMIC AND MARKETING IMPACT A Super Bull Market While there’s no reason to believe that a professional football game should have any connection to the stock market, few indicators are better known on Wall Street than the Super Bowl Theory. The Super Bowl indicator holds that a victory by an NFC team or an original (pre-1970 merger) NFL team—the Browns, Colts, and Steelers—point to a bullish market the following year. An AFC victory signals a bearish drop in the market. The Super Bowl Theory has been an accurate indicator 31 times.

Year/SB Dow Jones Close Indicator Winner 1967/I 905.11 Up Packers, NFL 1968/II 943.75 Up Packers, NFL 1969/III 800.36 Down Jets, AFL 1970/IV 838.92 Up Chiefs, AFL* 1971/V 890.20 Up Colts, Old NFL 1972/VI 1,020.02 Up Cowboys, NFC 1973/VII 850.38 Down Dolphins, AFC 1974/VIII 815.24 Down Dolphins, AFC 1975/IX 852.41 Up Steelers, Old NFL 1976/X 1,004.65 Up Steelers, Old NFL 1977/XI 831.17 Down Raiders, AFC 1978/XII 805.01 Down Cowboys, NFC* 1979/XIII 838.74 Up Steelers, Old NFL 1980/XIV 963.99 Up Steelers, Old NFL 1981/XV 875.00 Down Raiders, AFC 1982/XVI 1,046.55 Up 49ers, NFC 1983/XVII 1,258.64 Up Redskins, NFC 1984/XVIII 1,211.57 Down Raiders, AFC 1985/XIX 1,546.67 Up 49ers, NFC 1986/XX 1,895.95 Up Bears, NFC 1987/XXI 1,938.83 Up Giants, NFC 1988/XXII 2,168.57 Up Redskins, NFC 1989/XXIII 2,753.20 Up 49ers, NFC 1990/XXIV 2,633.66 Down 49ers, NFC* 1991/XXV 3,168.83 Up Giants, NFC 1992/XXVI 3,301.11 Up Redskins, NFC 1993/XXVII 3,754.09 Up Cowboys, NFC 1994/XXVIII 3,834.44 Up Cowboys, NFC 1995/XXIX 5,117.12 Up 49ers, NFC 1996/XXX 6,448.27 Up Cowboys, NFC 1997/XXXI 7,908.25 Up Packers, NFC 1998/XXXII 9,181.43 Up Broncos, AFC* 1999/XXXIII 11,497.12 Up Broncos, AFC* 2000/XXXIV 10,786.85 Down Rams, NFC* 2001/XXXV 10,021.50 Down Ravens, AFC 2002/XXXVI 8,341.63 Down Patriots, AFC 2003/XXXVII 10,453.82 Up Buccaneers, NFC 2004/XXXVIII 10,783.01 Up Patriots, AFC* 2005/XXXIX Patriots, AFC * incorrect

127 TELEVISION-RADIO/ADVERTISING TELEVISION- game and pregame show shot with HD cameras. All replays were shown with the “FOR ONE MOMENT, FOR RADIO/ADVERTISING newest digital replay machinery. THREE HOURS, THE WORLD “For marketers, the Super Bowl is the Tuning In Oscars of advertising. In addition to In Houston, Super Bowl XXXVIII had a WATCHES AMERICA IN AWE. being the most-watched TV show each 51.4 rating and 73 share on KHOU I COULD DIE HAPPY ON year, it appeals to all demographics.” (Channel 11), the fifth-highest rating in —USA Today the country and the fourth-highest rating MONDAY FOR ME TO BE in history for a Super Bowl host city. INVOLVED IN A SUPER BOWL Super Bowl XXXVIII Most-Watched Kansas City, despite not having a team Television Show Ever involved in the Super Bowl, was No. 1 PRODUCTION ON SUNDAY.” What can get 144 million Americans to among Nielsen’s 55 metered markets —, FOX Sports president do the same thing on a Sunday? Only the with a 57.2 rating (71 audience share). Super Bowl. This year’s game attracted a Boston checked in at No. 4 with a 52.2 U.S. audience of 144.4 million, making it rating but a whopping 78 share, meaning N.Y. “It builds up their morale.” The the most-watched program in television four out of every five sets in use were game was broadcast live from Houston history. The 10 most-watched shows in tuned to the game. Sundays’s game, with on the American Forces Radio and TV history are Super Bowls. Super Bowl 2,922,000 viewers, was the most watched Television Service to battalion head- XXXVIII earned a 41.4 national rating Patriots game in the Boston market. quarters across Iraq. with a 63 share. It was the fourteenth — consecutive year that the Super Bowl The Troops Tuned In earned a 40.0-plus rating. Approximately Exhausted U.S. troops watched Super High Energy 40 million women watched the New Bowl XXXVIII at Saddam’s former Sports marketing and research firm England Patriots’ victory. palace when the game kicked off at Front Row Marketing Services estimates 2:25 a.m. Iraqi time. The troops had to that Reliant Energy received $16.5 mil- And the Oscar Goes to… walk a half-hour from their living quar- lion of its broadcast media value during The Super Bowl ters in a steady rain to watch the game. Super Bowl XXXVIII from its naming More women watch the Super Bowl than The game between the New England rights deal for Reliant Stadium. The esti- the Academy Awards. This year, 44 per- Patriots and the mated three minutes and 41 seconds of cent more women watched Super Bowl provided a welcome diversion and a exposure was generated from 0:50 of XXXVIII (39.2 million) than watched slice of home for many of the more than exterior signage, 0:31 of scoreboard the Academy Awards (27.1 million). 100,000 U.S. soldiers stationed in Iraq, signage, 0:13 of on-screen graphics and —Nielson Media research where deadly bombings, shootings and 11 verbal mentions. The rate was based mortar attacks are a daily occurrence. on the reported $2.25 million cost of a High Definition Super Bowl “It makes me homesick to watch here, 30-second ad. This [XXXVIII] was the first “high- but my soldiers wanted to see the game,” —Front Row Marketng Services definition” Super Bowl, with the entire said Sgt. Lee Fleming, from Buffalo, 10 Most-Watched Television Programs Estimated total number of viewers (Based on A.C. Nielsen Figures) Program Date Network Teams *Total Viewers Super Bowl XXXVIII 1, 2004 CBS New England Patriots vs. Carolina Panthers 144,400,000 Super Bowl XXXVII January 26, 2003 ABC Tampa Bay Buccaneers vs. Oakland Raiders 138,900,000 Super Bowl XXX January 28, 1996 NBC Dallas Cowboys vs. Steelers 138,488,000 Super Bowl XXVIII January 30, 1994 NBC Dallas Cowboys vs. Buffalo Bills 134,800,000 Super Bowl XXXIX February 6, 2005 FOX New England Patriots vs. Philadelphia Eagles 133,700,000 Super Bowl XXXII January 25, 1998 NBC vs. Denver Broncos 133,400,000 Super Bowl XXVII January 31, 1993 NBC Dallas Cowboys vs. Buffalo Bills 133,400,000 Super Bowl XXXVI February 3, 2002 FOX New England Patriots vs. St. Louis Rams 131,700,000 Super Bowl XXXV January 28, 2001 CBS vs. New York Giants 131,200,000 Super Bowl XXXIV January 30, 2000 ABC St. Louis Rams vs. Tennessee Titans 130,744,800

*Watched some portion of the broadcast

128 TELEVISION-RADIO/ADVERTISING

Super Brand “Super Bowl, super sport, super brand. The Game Within the Game The NFL is the dominant sport in the United States today. The Super Bowl will The Super Bowl brings to a boil the competitive and creative juices of be watched on television in more than just about everyone, be they a coach, player, fan, or ad director. The 40 million households, more than three NFL, television, and advertising had been a winning trifecta throughout times the audience that watched the the post-World War II era. But Super Bowls lifted this success to a much World Series and six times the audience that watched last year’s National loftier level. Then came Super Bowl XVI. Association finals. The eye- fans recall XVI as the first of the 49ers’ five NFL c h a m - ball gap is almost as big during the regu- p i o n s h i p s . lar season....No matter how the game Television and advertising people recall the socko rating: 49.1—the comes out on Sunday, the one guaran- highest ever for a live television event. A fluke? Hardly. Super Bowl XVII teed winner will be the NFL.” between Miami and Washington hung up a 48.6 rating. —Boston Globe In fact, eight of the 15 top-rated shows in television history are Super Super Bowl—Part of TV’s Golden Era Bowls, and the top 10 most-watched shows of all time are all Super “The Super Bowl matters, and not just to Bowls, according to A.C. Nielsen. the teams playing for the championship. It is the last vestige of network televi- sion’s golden era, a time when millions consumers, who are of increasingly of in . “But they of people gather to watch the same important value, marketers say, as the take time out of their lives for ‘big event’ program.” television landscape undergoes wrench- television like the Super Bowl, one of the —Houston Chronicle ing alterations. “At the affluent end of few properties that exist today where the market, our customers have so many people are still watching the commer- Super Bowl Advertising media choices, like the Internet, DVD’s cials. It would be incredibly inefficient if The appeal of advertising in the Super and 500 channels,” said Mark LaNeve, you did all your media buying this way, Bowl comes from reaching attentive of the Cadillac division and every year we ask if the Super Bowl makes sense. So far, it has.” Super Bowl XXXV Telecast by the Numbers —New York Times

CBS used the following hardware to televise Super Bowl XXXV, The Super Bowl A Cultural Phenomenon Today, and HDTV broadcast from in Tampa: “The Super Bowl gets to be more of a cultural phenomenon every year. It’s a Super Bowl XXXV game coverage great place to launch something.” • 83,000 feet of cable • 1 jib —Len Short (executive VP for brand • 17 hard cameras • 3 Chapman sideline vehicles marketing at AOL) on advertising • 4 hard super slo motion cameras • 2 Digibeta tape machines during the Super Bowl • 4 cabled handheld cameras • 5 EVS super slow motion tape • 2 RF handheld cameras devices High Stakes • 1 umpire camera • 2 EVS edit devices On Super Bowl Sunday, the stakes are • 2 goal post remote-controlled cameras • 2 profiles huge. The world’s most powerful mar- • 1 blimp • 1 Infinit keters spent well over a combined $100 • 1 unmanned POV camera (beauty • 2 SGI million on Super Bowl airtime—all hop- shot) • 8 parabolic RF microphones ing to present the one knockout commer- cial that folks nationwide talk about The Super Bowl Today around the water cooler the next day. • 3 hard cameras in studio configuration • 8 Digibeta tape machines Marketers hope that office buzz about • 7 cabled handheld cameras (2 on jibs) • 1 EVS edit device Super Bowl ads evolve into brisk sales. • 2 RF handheld cameras • 2 profiles —USA Today • 7 ENG cameras • 1 SGI • 1 Crow’s Nest (pirate ship) remote- • 2 Pinnacle Dekos Advertising Bonanza controlled camera • 3 roving uplink trucks in addition “The Super Bowl is uniquely American. • 3 remote-controlled cameras to site transmission (2 at team For us, it is the biggest show in America.” • 2 jibs hotels, 1 for beauty shots) —Mark LaNeve, Cadillac’s general manager Super Bowl XXXV HDTV Broadcast • 6 hard cameras • 1 profile Happy Super Bowl! • 2 handheld cameras • 1 SGI “What really drives the ratings is the fact • 6 HD cam tape machines • 1 Pinnacle Deko that it is a true national holiday.” —CBS Sports president Sean McManus

129 TELEVISION-RADIO/ADVERTISING

Instant Exposure including one robotic camera fixed on “FOX TV NETWORK AND A Super Bowl ad is unlike any other. It each goal line, one remote camera on STATIONS GENERATED UP TO can catapult a company from obscurity each goal post, “Ump Cam” on the $190 MILLION IN GROSS to household-name status. For estab- umpire’s cap and “Sky Cam,” which was lished brands, the spot has helped create suspended above the playing field. There REVENUES ON SUPER BOWL new images or buzz. were 31 control trucks, mobile units and SUNDAY, SETTING A —Brill’s Content Magazine office trailers parked outside the stadium. Twenty miles of camera and SINGLE-DAY REVENUE RECORD More on the Ad Game microphone cable was used, and more FOR ANY NETWORK.” “It’s the advertising championship. No than 300 people worked the game for —Electronic Media matter what you are selling, you know ABC. Super Bowl XXXVII was broadcast buyers from every category are in HDTV as ABC used seven high- Super Commercials watching the game.” definition cameras. “The Super Bowl is the one time of the —Jerry Della Femina, —San Diego Union-Tribune year when the viewers look forward to advertising executive the commercials. It’s a one-of-a-kind event reaching everybody: men, women, Quality Time Super Ad Rate children, and pets. If you’re trying to It [the Super Bowl] is now about the Price for 30-second commercial stand out, it’s the place to be.” only time America sits down together to XXXIX 2005 $2,300,000 —Jon Mandel, Mediacom watch television. XXXVIII 2004 $2,200,000 —Advertising Age XXXVII 2003 $2,100,000 Prom Night XXXVI 2002 $1,900,000 “Super Bowl Sunday is the day the Women’s Favorite, Too XXXV 2001 $2,100,000 advertising business faces itself. If we’re “Women watch the Super Bowl more XXXIV 2000 $1,900,000 about inventing desire, then it’s the most than the championship of any other male XXXIII 1999 $1,600,000 significant prom, and the king and sport. An estimated 57 million women XXXII 1998 $1,300,000 queen had better exude sex appeal.” watched Super Bowl XXXII, [which was] XXXI 1997 $1,200,000 —Marian Salzman, Young & Rubicam about 40 percent of all viewers.” XXX 1996 $1,085,000 XXIX 1995 $1,150,000 Not Afraid to Look Viewer Friendly XXVIII 1994 $900,000 “When you go to a focus group, people “The networks want the crown jewel. It’s XXVII 1993 $850,000 always say, ‘I never watch the ads.’ But a property they can use to sell XXVI 1992 $850,000 the Super Bowl is the only program themselves.” XXV 1991 $800,000 where people are proud to say they —Keith Bruce, director of sports XXIV 1990 $700,000 watched the ads.” marketing, Foote, Cone & Belding XXIII 1989 $675,000 —David Blum, Eisner & Associates XXII 1988 $645,000 Highest-Rated TV Program XXI 1987 $600,000 SuperBowl.com explains, “The Super Super Bowl XXXVI XX 1986 $550,000 Fun Fa c t s Bowl, the NFL’s championship game, is annually the nation’s highest-rated TV XIX 1985 $525,000 • 30-second ads during game: program and the most-watched single- XVIII 1984 $368,000 approximately 60 day sporting event.” XVII 1983 $400,000 XVI 1982 $324,000 • Average cost: $1.9 million Advertising Bonanza XV 1981 $275,000 • FOX cameras used during game: The Super Bowl is typically the biggest XIV 1980 $222,000 27 (regular season: 12) day of the year for advertising as well as XIII 1979 $185,000 • FOX tape machines: 18 (10) for football, as marketers spend an esti- XII 1978 $162,000 • Length of audio, fiber-optic, and mated $150 million to $200 million to XI 1977 $125,000 video cable used to hook the game run commercials before, during and after X 1976 $110,000 into FOX’s telecast: 125,000 feet the game. Those spots are supplemented IX 1975 $107,000 with print ads, promotions, online cam- VIII 1974 $103,000 • FOX staffers working the game: paigns and publicity—at a cost of tens of VII 1973 $88,000 250 millions more —all intended to stimu- VI 1972 $86,000 • Sold-out hotel rooms in late viewership levels that sometimes V 1971 $72,000 New Orleans metro area: 30,000 climb to as high as half the American IV 1970 $78,000 • Additional tourists expected population. III 1969 $55,000 during Super Bowl week: 125,000 —New York Times II 1968 $54,000 • Mardi Gras parades that had I 1967 $42,000 Lights, Camera, Action to be rescheduled because of Source: NFL Research (rates are set by the ABC used 40 cameras at Qualcomm Super Bowl: 6 networks, not by the NFL). Stadium for Super Bowl XXXVII,

130 TELEVISION-RADIO/ADVERTISING Super TV By the Numbers

SUPER AVG TOTAL VIEWERS BOWL SEASON DATE NETWORK RATING SHARE HOMES (000) (MILLONS) TEAMS I 1966 Jan. 15, 1967 CBS 22.6 43 12,410 39.9 GREEN BAY/Kansas City I 1966 Jan. 15, 1967 NBC 18.5 36 10,160 35.6 GREEN BAY/Kansas City II 1967 Jan. 14, 1968 CBS 36.8 68 20,610 51.3 GREEN BAY/Oakland III 1968 Jan. 12, 1969 NBC 36.0 70 20,520 54.5 NY JETS/Baltimore IV 1969 Jan. 11, 1970 CBS 39.4 69 23,050 59.2 KANSAS CITY/ V 1970 Jan. 17, 1971 NBC 39.9 75 23,980 58.5 BALTIMORE/Dallas VI 1971 Jan. 16, 1972 CBS 44.2 74 27,450 67.3 DALLAS/Miami VII 1972 Jan. 14, 1973 NBC 42.7 72 27,670 67.7 MIAMI/Washington VIII 1973 Jan. 13, 1974 CBS 41.6 73 27,540 63.2 MIAMI/Minnesota IX 1974 Jan. 12, 1975 NBC 42.4 72 29,040 71.3 PITTSBURGH/Minnesota X 1975 Jan. 18, 1976 CBS 42.3 78 29,440 73.3 PITTSBURGH/Dallas XI 1976 Jan. 09, 1977 NBC 44.4 73 31,610 81.9 OAKLAND/Minnesota XII 1977 Jan. 15, 1978 CBS 47.2 67 34,410 102.0 DALLAS/Denver XIII 1978 Jan. 21, 1979 NBC 47.1 74 35,090 96.6 PITTSBURGH/Dallas XIV 1979 Jan. 20, 1980 CBS 46.3 67 35,330 97.8 PITTSBURGH/LA Rams XV 1980 Jan. 25, 1981 NBC 44.4 63 34,540 94.1 OAKLAND/Philadelphia XVI 1981 Jan. 24, 1982 CBS 49.1 73 40,020 110.2 SAN FRANCISCO/ XVII 1982 Jan. 30, 1983 NBC 48.6 69 40,480 109.0 WASHINGTON/Miami XVIII 1983 Jan. 22, 1984 CBS 46.4 71 38,880 105.2 LA RAIDERS/Washington XIX 1984 Jan. 20, 1985 ABC 46.4 63 39,390 115.9 SAN FRANCISCO/Miami XX 1985 Jan. 26, 1986 NBC 48.3 70 41,490 127.1 CHICAGO/New England XXI 1986 Jan. 25, 1987 CBS 45.8 66 40,030 119.7 NY GIANTS/Denver XXII 1987 Jan. 31, 1988 ABC 41.9 62 37,120 114.6 WASHINGTON/Denver XXIII 1988 Jan. 22, 1989 NBC 43.5 68 39,320 110.8 SAN FRANCISCO/Cincinnati XXIV 1989 Jan. 28, 1990 CBS 39.0 63 35,920 109.0 SAN FRANCISCO/Denver XXV 1990 Jan. 27, 1991 ABC 41.9 63 39,010 112.1 NY GIANTS/Buffalo XXVI 1991 Jan. 26, 1992 CBS 40.3 61 37,120 119.7 WASHINGTON/Buffalo XXVII 1992 Jan. 31, 1993 NBC 45.1 66 41,990 133.4 DALLAS/Buffalo XXVIII 1993 Jan. 30, 1994 NBC 45.5 66 42,860 134.8 DALLAS/Buffalo XXIX 1994 Jan. 29, 1995 ABC 41.3 62 39,400 125.2 SAN FRANCISCO/San Diego XXX 1995 Jan. 28, 1996 NBC 46.0 68 44,110 138.5 DALLAS/Pittsburgh XXXI 1996 Jan. 26, 1997 FOX 43.3 65 42,000 128.9 GREEN BAY/New England XXXII 1997 Jan. 25, 1998 NBC 44.5 67 43,630 133.4 DENVER/Green Bay XXXIII 1998 Jan. 31, 1999 FOX 40.2 61 39,992 127.5 DENVER/Atlanta XXXIV 1999 Jan. 30, 2000 ABC 43.3 63 43,618 130.7 ST. LOUIS/Tennessee XXXV 2000 Jan. 28, 2001 CBS 40.4 61 41,270 131.2 BALTIMORE/NY Giants XXXVI 2001 Feb. 3, 2002 FOX 40.4 61 42,664 131.7 NEW ENGLAND/St. Louis XXXVII 2002 Jan. 26, 2003 ABC 40.7 61 43,433 138.9 TAMPA BAY/Oakland XXXVIII2003 Feb. 1, 2004 CBS 41.4 63 44,908 144.4 NEW ENGLAND/Carolina XXXIX 2004 Feb. 6, 2005 FOX 41.1 62 45,070 133.7 NEW ENGLAND/Philadelphia RATING is a percentage of all TV Households watching the Super Bowl. SHARE is a percentage of all Households Using TV watching the Super Bowl. Super Bowl winner in ALL CAPS

Over the Air Super Bowl Plays to Big Room Air Time The CBS Radio/ broad- The Super Bowl “is the biggest audience During the week of Super Bowl XXXIII, cast of Super Bowl XXXVII was heard you can reach at a single time in the ESPN used a staggering 33 announcers on more than 575 domestic stations and world.” to fill more than 150 hours on the main in more than 170 countries and ships at —Pat Fallon, Chairman of network, ESPN2, ESPN News, and sea on the American Forces Radio Fallon Advertising Agency ESPN Radio. Network. —Miami Herald

131 TELEVISION-RADIO/ADVERTISING

Don’t Change the Channel Among Women 18-34 The Super Bowl XXXVII halftime show Super Bowl XXXVII: 9,418,000 drew a 40.1/61 rating on ABC and held 2002 Academy Awards: 5,088,000 THE FIRST “MILLION-DOLLAR 97 percent of the previous quarter hour’s SB Advantage: +85% MINUTE” IN TELEVISION audience. The halftime show far out- rated the competition, easily beating the Among Women 18-49 ADVERTISING OCCURRED 2.5/4 that the special “Saturday Night Super Bowl XXXVII: 20,416,000 DURING SUPER BOWL XIX. Live” received on NBC. 2002 Academy Awards: 12,151,000 SB Advantage: +68% THE PRICE TO AN ADVERTISER Record Boston Market FOR A 30-SECOND SPOT ON Super Bowl XXXVI was the most- Among Women 25-54 NBC’S TELECAST OF SUPER watched program in Boston television Super Bowl XXXVII: 19,946,000 history. The Boston market produced a 2002 Academy Awards: 13,298,000 BOWL XXVII WAS ALMOST 56.1 rating and 78 audience share, mean- SB Advantage: +50% $900,000…OR CLOSE TO ing a Boston-record 1.3 million homes and a projected 3.1 million viewers were Have No Fear, U2 is Here $30,000 PER SECOND. watching. Nielsen estimates that more than seven —Boston Globe times as many viewers (82.5 million versus 11.5 million) were watching the Radio Daze Super Bowl Halftime Show featuring U2 Forty-seven radio stations are originat- than the scantily clad Playmates on ing sports call-in shows from the lobby of SUPER RATINGS NBC’s Fear Factor. the Regency in downtown Miami Super Bowl XXXVII was, at —Daily Variety Gotham this week. At the 1986 Super Bowl, there the time, the most-watched were just five stations, and only 18 in A Word From Our Sponsors 1993. television program in The countdown was on. Board rooms —Miami Herald, history with 138.9 million buzzed. Computers hummed. Story Super Bowl XXIX, 1995 viewers. boards shuffled. The goal: Win the Super Ten local markets pulled Bowl ad game. NFC Loves ABC It is generally agreed that Super Bowl With the Buccaneers victory in Super ratings for Super Bowl XVIII brought to more than 100 million Bowl XXXVII, the NFC is now 7-0 in XXXVII in the 50.0 range, viewers the landmark commercial that Super Bowls broadcast on ABC. including the top market of launched the annual Ad Bowl. It was the 1984 spot created by Chiat/Day of Los the day, San Diego, which Angeles, which introduced Apple had its highest Super Bowl Macintosh computers. TV TIME OUT rating ever (53.9). Tampa The average price for a was second (52.7), followed New Wave The first Internet company to advertise 3 0-second commercial by Pittsburgh (51.5), Denver during the Super Bowl was airing during the 1995 (50.8), and Buffalo (49.8) in Autobytel.com. The Irvine, California, the top five. The Super Bowl car dealer had been in business for about Super Bowl [XXIX] XXXVII telecast was the two years when it bought an ad in the on ABC topped the 1997 Super Bowl for $1.2 million. It highest-rated show for the returned to the Super Bowl in 1998, and $1 million mark for the week in all 55 Nielsen- the commercial led to a 1,700 percent first time…The Super metered markets. increase in visits to its website after half- time. Purchase-request activity was up Bowl is still the only place 104 percent after halftime, and up 78 an advertiser can reach a percent postgame. And the Oscar Goes to… —Miami Herald large target audience all at the Super Bowl once. You can bet an ad on The Trophy vs. Oscar? Tuned In It’s no contest. Among women of all ages, Nielsen reported that 44.1 percent of the Super Bowl is going to according to Nielsen Television Ratings, Miami-Fort Lauderdale homes with tele- be seen by a company’ s the results are in and the Super Bowl is vision sets watched Super Bowl XXIX on customers, competitors, the big winner. Channel 10, making the game the high- est-rated sporting event on south Florida and its employees. Super Bowl XXXVII: 38,297,000 television in the , according to local —USA Today 2002 Academy Awards: 25,793,000 TV researchers. SB Advantage: +48% —Miami Herald

132 INTERNATIONAL MEGA EVENT

The Whole World is Watching WATCHING FROM INTERNATIONAL Super Bowl XXXVII was televised in 220 MEGA EVENT countries, with live broadcasts in 27 AROUND THE WORLD languages, including these originating How Do You Say “” from the stadium: Dutch, English, Scores of United States In Chinese? French, German, Italian, Japanese, Marines stayed up all night Philadelphia Eagles tight end Chad Portuguese, Russian and Spanish. Lewis provided color analysis on the at an American military first-ever Chinese Super Bowl TV ’s Watching broadcast alongside a play-by-play The game was broadcast live on Central base in Kuwait to watch partner he had never met and only knew Television’s cable sports channel, as “Mr. Han.” “I’ve never even broadcast CCTV-5. The estimated audence: the Super Bowl [XXV]. a game in English, not even a junior high 300 million. “It’s not just the sport. It’s The Marines, all members game,” Lewis said. “So to broadcast the all about American culture,” said Super Bowl in Mandarin Chinese is Michael Lu, a buying manager for a local of the 45,000-strong 1st really something. I’m studying as much sportswear company. For the first time, a vocabulary as I can, listening to tapes, crew from China was among the 14 tele- Marine Expeditionary trying to get the accent right.” vision and radio stations from 10 coun- —Philadelphia Daily News tries broadcasting the game [XXXVIII] Force based in Camp on site from Houston. Pendleton, California, held —Associated Press “THE SUPER up banners, smiled, “FOOTBALL—ESPECIALLY laughed, sang, applauded BOWL REMAINS THE SUPER BOWL— and painted their faces. ONE OF THE MOST REPRESENTS THE SOUL More than 5,000 Super OF AMERICA TO THE FRENCH. Bowl programs were sent IT’S A LIVE SPECTACLE E XCITING by the NFL overseas to the AND DRAWS A BIG AUDIENCE EVEN WITH THE troops. T E L E V I S I O N —USA Today TIME DIFFERENCE.” SPORTS EVENTS —Enrique Shutany, Canal+/ World Hooked on Super Bowl “Perhaps the best Super Bowl [XXXVIII] OF THE YEAR… The World Tunes In ever played. And that, ladies and gentle- In the , more than one men, is why a couple of billion people [ A S] MILLIONS OF million viewers tuned in to watch the around the globe are hooked on the Super Bowl on either Channel 5 or sport. The greatest quarterback duel the BSKYB. In Canada, Global TV recorded title game has ever seen. What they all PEOPLE AROUND a peak audience of 9.8 million viewers, did, Patriots and Panthers alike, was ele- plus more then 1.7 million RDS (French vate sport into something noble.” EUROPE WILL language) viewers. , Mexico’s top —Boston Globe network, posted a 7.8 rating, up 38 percent from previous year. In addition, Oh, Canada... B E … S TAYING UP more than 36 million watched Super In Canada, Super Bowl XXXIV went Bowl XXXVII highlights and the head-to-head with the Genie Awards— THROUGH THE halftime show live on Globo Television, the Canadian equivalent of the Academy ’s number-one network. Awards. Because viewers tuned to the Super Bowl by more than an 8-1 margin, NIGHT TO WATC H North of the Border this year’s Genie Awards were moved to Super Bowl XXXIII attracted an average Monday. of 3,399,000 viewers, the largest Super —New York Times THE GAME.” Bowl audience in Canadian TV history — commentator and five percent higher than last year. …You’re Looking Live —Toronto Star According to ABC announcer Brent Nick Halling Musburger, “The Super Bowl is global theater.”

133 INTERNATIONAL MEGA EVENT

A Super Bowl Appearance is Seen Around the Wo r l d

International Broadcasters made Super Bowl XXXIX available to an estimated audience of 1 billion in 222 countries and territories. (Listed in alphabetical order below)

Afghanistan Burkina Eritrea Micronesia Romania Burundi Estonia Jamaica Moldova Switzerland Algeria Cambodia Ethiopia Monaco Rwanda Syria American Samoa Cameroon Fiji Johnson Atoll Mongolia Saipan Tahiti Angola Canada Jordan San Marino Anguilla Cape Verde France Kazakstan Montserrat Sao Tome & Tajikistan Antarctica Cayman Islands French Guyana Kenya Morocco Principe Tanzania Antigua & Central African French Polynesia Kosovo Mozambique Saudi Arabia Thailand Barbuda Republic Futuna Islands Kosrae Myanmar Scotland Togo Argentina Chad Gabon Kuwait (Burma) Senegal Trinidad & Armenia Chile Gambia Kyrgyzstan Namibia Tobago Aruba China Georgia Laos Nepal Seychelles Tunisia Ascension Island Colombia Latvia Netherlands Sierra Leone Congo Ghana Lebanon New Caledonia Turkmenistan Costa Rica Greece Lesotho Slovak Republic Turks & Caicos Azerbaijan Cote d’Ivoire Greenland Liberia Nicaragua Slovenia Uganda Bahamas Grenada Libya Niger Somalia Ukraine Bahrain Cuba Guadeloupe Liechtenstein Nigeria South Africa United Arab Bangladesh Curacao Guam Lithuania Emirates Barbados Cyprus Luxembourg Oman United States Belarus Guinea Macau Pakistan Sri Lanka Uruguay Guinea-Bissau Macedonia Palau St. Barthelemy Uzbekistan Belize Diego Garcia Guyana Madagascar Palestine St. Christopher Vatican City Benin Djibouti Haiti Malawi Panama & Nevis Venezuela Bermuda Dominica Honduras Papua New St. Kitts Vietnam Bhutan Dominican Maldives Guinea St. Lucia Wake Island Bolivia Republic Mali Paraguay St. Maarten Wales Bosnia East Timor Malta St. Pierre and Yemen Botswana Ecuador India Marshall Islands Miquelon Zaire Brazil Egypt Martinique St. Vincent & Zambia British Virgin El Salvador Iran Mauritania The Grenadines Zimbabwe Islands England Iraq Mauritius Puerto Rico Sudan Brunei Equitorial Ireland Mayotte Qatar Suriname Bulgaria Guinea Israel Mexico Reunion Swaziland

134 MEDIA/INTERNET SuperBowl.com Attracts 1.18 Million THE NFL HELPED MEDIA/INTERNET SuperBowl.com again lived up to its In the Spotlight billing as the premier site for fans to ADD A WRINKLE TO SPORTS Hosting a Super Bowl, which has evolved experience the world’s largest sporting into a pop culture phenomenon, (and by event by drawing 1.18 million unique HISTORY WHEN IT ALLOWED the way there is a game, too) has become users, a 58 percent increase over the FANS TO HELP DECIDE a sought-after marketing tool. No one 745,000 unique users for Super Bowl underestimates media impact. From the XXXV. THE SUPER BOWL XXXV season-long buildup to reach the big game in Houston to postcard-like scenes MOST VALUABLE PLAYER of the city to tales of unbridled hospi- “THE SUPER BOWL BY VOTING ONLINE tality, the Super Bowl city is always in the spotlight. IS ONE OF THE MOST ON SUPERBOWL.COM. —Fort Worth Star Telegram IMPORTANT MEDIA Reporting Live EVENTS IN AMERICAN was in his seat a full three Super Bowl Impact Unsurpassed hours before Super Bowl XXX. “I’m an CULTURE.” “In terms of reach and impact, there’s event guy,” the NBC News anchor said. —Robert Hanson, Levi’s nothing like the Super Bowl.” “This is great...I have watched this thing —Mike Sheehan, the president of [the Super Bowl] grow up. It’s amazing.” Boston ad agency Hill Holiday —Arizona Republic Boston Uncommon Connors Cosmopulos, on advertising Boston.com recorded more than six during the Super Bowl Credential Crush million page views by 6 p.m. on Monday, There were 338 credentials issued to February 4, 2002, as fans posted tributes members of the media at Super Bowl I in on message boards, read articles from Los Angeles. For recent Super Bowls, columnists and cast their NFL has issued an average of 3,100 votes for the greatest season in New media-related credentials, depending on England sports history. NTERNET the requirements of the originating —Boston Globe I television network. D LITZ Monday’s Sales Probably Were A B Pretty Good, Too The 1994 Super Bowl was a boon to the For Super Bowl city of Atlanta and to the Atlanta Journal- Constitution. The paper reported circula- X X X I V, 17 of SUPER BOWL XXX: tion of 747,929 on Super Bowl Sunday, SIX MILLION HITS the best-ever numbers for the Sunday edition. the 60 ads during SuperBowl.com was —Editor & Publisher the broadcast the most successful Start the Presses On January 24, the Miami Herald ran the website in the short first of 12 special sections, the largest of were bought which was a 14-page tab on Super Bowl history of the Internet. Sunday. The Herald bumped up the press run for each day of the special sections by Internet With more than six by 40,700-50,000 copies, with the largest million hits on game bump of 80,000 on game day. The c o m p a n i e s , Herald’s regular daily circulation is day (January 28, 1996), 350,000, with 477,000 on Sundays. compared with it generated the most Online Sales Hot $2.2 million worth of Patriots’ merchan- 1 for Super Bowl traffic any sports site dise was sold through NFLShop.com the week after Super Bowl XXXVI, the had sustained in largest-ever seven-day sales period for XXXI in 1997. the online merchant. a single day. —Sports Illustrated and —Atlanta Journal-Constitution Sports Business Journal

135 /TROPHY

The People’s Trophy SUPER BOWL “IT’S A SYMBOL OF “The Lombardi Trophy represents a RING/TROPHY EXCELLENCE. IT’S A SYMBOL world championship for the Baltimore THAT YOU ARE THE DEAL, THE Ravens, for the city of Baltimore, and The Ring’s the Thing that was a very special thing. The Super “Whenever you can look at something, BEST TO EVER DO IT. WHAT Bowl ring represents a Super Bowl vic- and you can feel what it felt like for a IT ALL BOILS TO IS THAT tory for , for Shannon year of your life, it’s special. Every single YOU WANT TO WIN A Sharpe, for —it’s a very per- ring I have, the experiences we went sonal, individual thing. It’s something through, I feel it. I look at this third one, SUPER BOWL RING.” that’s a source of pride and satisfaction I smell the grass, I hear the crowd. I —, St. Louis Rams that I don’t think anybody without one remember being on the field before the can truly understand.” Super Bowl with my sons…everything —Brian Billick, Baltimore was encapsulated in this ring when I “Forget about being MVP, forget about Ravens head coach look at it…and that’s why it means so being in the . Those things are much to me.” nice consolation prizes if you don’t get a — Super Bowl ring.” “YOU CAN NEVER TAKE THIS New England Patriots —, AWAY FROM US. THE RINGS, EVERYTHING THAT WE’VE “The ring, frankly, is a way we express “The [Super Bowl] ring is the single ourselves in sports. You ask any golfer in ACCOMPLISHED. THIS IS most important thing in sports. It’s the America what it means to put on a green SOMETHING SO MANY GUYS best of all the world championship jacket at the Masters, and that’s the same HAVE WORKED SO HARD rings.” feeling.” —, Washington Redskins — FOR, SACRIFICED SO MANY THINGS—FAMILY, KIDS, “Money comes and goes, the fame comes “The Super Bowl ring is the single most and goes, but the ring is the reminder of important, most impressive symbol of SO MANY THINGS IN the group of men that you sacrificed and being a champion in all of sports.” THEIR LIFE—TO BE A played with.” —, Dallas Cowboys owner WORLD CHAMPION.” —The Tennessean New England Patriots “I’ve always said, no matter how many safety Rodney Harrison rings I’ve earned after the first one, the first one would always be the most “The [Vince Lombardi] trophy is HISTORY OF important, because there’s nothing like the first. The first one was the treated like a celebrity here. If it goes ROZELLE TROPHY greatest feeling that I had.” to a different floor of the building, Super Bowl XXV marked the —, employees try to sneak a peek.” Baltimore Ravens tight end, —Scott Shibley, vice president of business initial presentation of won two with Denver sales for Tiffany’s, the trophy’s maker and one with Baltimore Trophy to the “The ring is everything. There are so LOMBARDI TROPHY most valuable player of the The is many guys who play this game that have presented each year to the winner never gotten the opportunity to play in a game. It was named in of the Super Bowl for permanent Super Bowl, let alone win one. There’s possession. It is a memorial to the late honor of former NFL no sense in playing if you can’t ever get coach of the Green Bay Packers, who the feeling of standing on top of the won Super Bowls I and II, plus NFL Commissioner Pete Rozelle, mountain and saying, ‘I’m the king of championships in 1961, 1962, 1965, the hill.’” who led the league for 30 1966, and 1967. Following four years as —, St. Louis Rams years, from 1960 until he the AFL-NFL World Championship Game Trophy, it was renamed for “People ask all the time: What’s your Lombardi in 1970. retired in 1989. Running favorite ring? It’s like asking: Who’s your The Lombardi Trophy is handcrafted favorite kid? I’ve got three Super Bowl back of the of sterling silver, stands 21 inches high, rings. I also have three kids. I can’t pick and weighs seven pounds. A stylized out which one of those is my favorite.” New York Giants was the football of regulation size sits atop a —, former three-sided base with convex faces. recipient of the first San Francisco 49er and Each trophy is valued at $25,000. It is current CBS Sports analyst Rozelle Trophy. crafted by Tiffany & Co.

136 SUPER BOWL WEEK—PREGAME, HALFTIME & POSTGAME EVENTS

But yesterday’s celebration for the NFL’s SUPER BOWL Super Bowl [XXXVIII] champion Pat- WEEK—PREGAME, riots topped it all....That this community “SUPER BOWL XXXVI got to share it with them is a gift we can SURPASSES THE OTHERS HALFTIME & never repay and never, ever forget.” —Boston Herald BECAUSE OF WHAT HAPPENED POSTGAME EVENTS ON THE FIELD, AND OFF IT.” Super Bowl XXXVIII Main Event A Lasting Impression The Main Event, the Host Committee’s “When all the hoopla is over, when the —New York Times effort to bring people together for a teams have gone home, and when we all downtown party, was a huge success, go back to doing what we ordinarily do, drawing at least 100,000 on Friday night there will remain in this community a It’s a Super Week and an estimated 150,000 on Saturday. facility to serve the constructive needs of “I think the Super Bowl hosted by San —Houston Chronicle young people well into the next century.” Diego in 1988 [XXII] set in motion the —Dr. Herb Carter, President, United type of event we’re now hosting. In 1988, Houston Gets Two YET Centers Way of , discussing we were the first city to feature corporate The NFL has established YET centers in NFL Youth Education Towns tents, a concert series, and a public fire- each of the Super Bowl host cities for the works display. That helped change the last 10 years. The league funded two of the BROAD STRIPES, BRIGHT STARS focus…from the game to a much more centers in the same city for the first time expanded public event.” [at Super Bowl XXXVIII]. The NFL sup- An American flag that — Nichols, executive director, plied up to $2 million for the construction Super Bowl XXXII Host Committee and administration of the centers. survived the collapse of —Houston Chronicle What an Experience the World Trade Center’s The one day NFL Experience attendance What an (NFL) Experience Twin Towers on record was set the day before Super Bowl Spreading over more than 800,000 square XXXVII as 60,177 fans visited the feet, the NFL Experience featured more September 11 was interactive theme park presented by than 50 interactive games and activities AOL, on Saturday, January 25, 2003. that together added up to a huge football featured during the theme park that gets bigger and, accord- singing of the National Halftime is Intense ing to the NFL, better every year. “It’s amazing, all the reporters, all the —Houston Chronicle Anthem of Super Bowl workers, all the volunteers, all the [XXXVI] Sunday. people. What a spectacle. Look at us, Pregame Praise we’ve got 1,000 people and we’re cram- Super Bowl XXXVIII provided America ming them into a 10-minute show. Ten with another reason to celebrate Sunday, minutes, can you imagine that? The but not until the National Football The Place to Be preparation is intense. Everything is League remembered Houston’s fallen Super Bowl Week brought to the Valley laid out to the last second. I just look heroes. In an emotional pregame tribute more celebrities, more entertainment, around and say, ‘Thank God I’m not that tugged at the hearts of a juiced-up more limousines, and more parties than the choreographer.’” crowd, the seven Columbia astronauts ever before.... —Smokey Robinson, on the who lost their lives a year ago February 1 More than 3,000 visiting journalists Super Bowl XXXII Halftime Show were honored in the hometown of the filed more than 10 million words during Johnson Space Center. Super Bowl Week about the goings-on Show of Force —USA Today in our town. “To add some excitement and to show —Arizona Republic the American taxpayer and those in America’s Heroes Honored Super Bowl XXX, 1996 other nations our air power…it’s an “The [Super Bowl XXXVI] entertain- incredible opportunity.” ment was a show that was as flag-waving, —Maj. Eric Schnaible, Air Force hero-thanking, sentimental, loud and “If there was a more moving spokesman, on the flyover ethnically diverse as possible—some- before Super Bowl XXXII thing that reflected the mood of the spectacle during a Super Bowl country.” telecast, I don’t remember it. Is it the Fourth of July? —Boston Globe But I’ll likely remember Bono The night before Super Bowl XXXVII, San Diego put on the biggest fireworks The Champions Are Honored bouncing around the oval stage display in local history. Six barges in Two years ago, we thought it just at Super Bowl XXXVI for years San Diego Bay shot off 14,000 shells for couldn’t get any better than this— to come.” the 21-minute display. a day of such unmitigated joy and good —New York Post —San Diego Union-Tribune spirits that it could never be repeated.

137 SUPER BOWL WEEK—PREGAME, HALFTIME & POSTGAME EVENTS

CORPORATE HOSPITALITY “What the Super Bowl offers to a performer is the largest VILLAGE AND STADIUM CLUB The following approximate quantities live audience that they could ever have. It is the whole were used in the village: experience. It’s the edge, the fans. No one place, aside • 2,500 plants from the Super Bowl, gives performers as much exposure • 2 tons of pier post pilings • 3,000 feet of pier post rope and excitement. There is nothing like the electricity on • 900 tons of sand • 260 banners the field. really got into it; really got • 800 centerpieces into it. It becomes almost spiritual for that performer, ” • 3,120 pieces of linen • 19,000 feet of ceiling fabric explains Lesslee Fitzmorris of American All-Star, • 100,000 cubic feet of choreographer and director of many pregame shows. • 17 tents = 250,000 square feet • 15 trucks of wood flooring • 12 trucks of tenting Turnstile Count LENDING A HELPING HAND Over 140,000 people passed through The • In excess of 145,000 sq. ft. of More than 7,000 volunteers worked wood floor NFL Experience in Atlanta. —South Florida Business Journal the Super Bowl [XXXII] in San Diego. • In excess of 150,000 sq. ft. of Here is a breakdown (many volunteers tenting work more than one venue): • 4,700 sheets of plywood 5,000 for the NFL Experience • 280,000 screws for the plywood TALL ORDER Cooking jambalaya for 115,000: How • 268 rolls of special new 400 to move the stage on and off the matting carpet would you like to peel the shrimp for field for the halftime show that dish? Chef Leon West and his • 8,000 feet of fence 300 to help with transportation • 8,000 feet of fence fabric staff did that and more at Super Bowl 300 to greet guests at hotels XXXI in New Orleans. They pre- • Stadium Club is longer than a 150 at Corporate Hospitality Village football field (one of the tents) pared food for the NFL Experience • Parking for more than 100 buses, and the “World’s Largest Tailgate 100 at Taste of the NFL 175 cars, 80 limousines/sedans Party.” The grocery list for the 75 to herd the halftime show’s cast • 24-man crew for flooring and Tailgate Party included: and dancers on and off the stage tenting • 250 gallons of crawfish étouffée 75 for the Stay Cool in School clinic • In excess of 40 French glass doors • 8,000 blackened chicken breasts for 1,000 children • 30,000 inches of Cuban sandwiches • 200 gallons of shrimp Creole 50 for a clinic for • 5,000 pounds of assorted salads • 1,000 pounds of BBQ ribs 500 youngsters • 14,300 assorted desserts • 5,000 Louisiana crabcakes 50 utility volunteers • 4,400 pounds of beef • 150 gallons of corn and crab bisque • 500 gallons of conch chowder • 350 gallons of jambalaya 6 bilingual volunteers to assist • 4,000 chicken breasts • 150 gallons of crawfish Cardinale foreign guests • More than 100 volunteers • 200 gallons of red beans and rice • 288 man-hours of on-site • 4,000 crawfish beignets construction • 3,000 bratwurst HALFTIME • 16,500 beer glasses • 3,000 oyster ravioli • Time to set up the stage and sound • 27,000 soda glasses • 3,000 knockwurst and lighting for a rock concert at • 7,500 wine glasses • 2,000 fried oyster po-boys Qualcomm Stadium: 2-3 days • 30,000 pounds of ice • Time to set up and break down the • More than 800 tables and 8,000 • 50,000 hot dogs • 2,000 fried shrimp po-boys stage for the Super Bowl halftime chairs show, including the 12-minute • 10,000 hamburgers show itself: 27 minutes • 1,000 fried catfish Remnants of the Game • Number of crew members needed • 200 gallons of seafood In addition to the $187 million econo- to accomplish this: 2,500 • 2,000 muffalettas mists expect to be dropped in Arizona • Number of pieces making up the during Super Bowl [XXX] week, there • 1,500 pounds of rice stage: 21 (each the size of a small will be other tangible goodies: $1 million • 1,000 heads of romaine lettuce truck) donated by the NFL for a new youth • 10 gallons of hot sauce • Total weight of stage and equip- center, $4 million in charities raised by • 1,000 grilled chicken Caesar salads ment: 10 tons Super Bowl-related events, improvements • 10,000 pizzas • Number of stage “scene” sets: 5 to , not to mention an • 1,000 bags of potato chips —San Diego Union Tribune, estimated 15 tons of leftover food. —USA Today Super Bowl XXXVII —Arizona Republic

138 STATISTICS

Super Demographics (Redskins, XXVI); in num- STATISTICS According to the Associated Press, 80 ber 8, Troy Aikman (Cowboys, XXVII, Air Show percent of Super Bowl ticket holders are XXVIII, XXX), (49ers, and Tom Brady each in executive, management, professional, XXIX), and (Ravens, XXXV); passed for more than 300 yards in Super or sales positions; 35 percent attend the in number 4, (Packers, XXXI); Bowl XXXVIII. Only two other quarter- game on corporate expense accounts; 27 in number 7, (Broncos, backs in Super Bowl history have thrown percent own their own companies; 25 XXXII, XXXIII) and Joe Theismann for more than 300 yards in the same percent are corporate officers; and 22 (Redskins, XVII); in number 9, Jim game. One was and the percent are on boards of directors. McMahon (Bears, XX); in number 13, other was in Super Bowl (Rams, XXXIV); in number XIX. At the Stadium 14, Brad Johnson (Buccaneers, XXXVII); • There were 15 buses used for special in number 17, Doug Williams (Redskins, Going My Way? groups at Super Bowl I; 150 buses at XXII); and in number 19, How did fans arrive at Reliant Stadium Super Bowl VII; and 1,100 buses and (Colts, V). Losing while wearing number 7 for Super Bowl XXXVIII? 500 limousines at Super Bowl XXI. have been: Elway (Broncos, XXI, XXII, Private buses: 35,000-45,000 • 60,000 game programs were sold at XXIV), (Cowboys, V and Cars, taxis: 18,000-28,000 XIV in the , or one for every Broncos, XII), (Eagles, XV), Light rail: 4,000-7,000 1.7 of the record 103,985 in attendance. and Theismann (Redskins, XVIII). Limousines: 3,000-5,000 The normal program sale ratio is 1 to —Ridgeway International 8. There were 500,000 XIV programs Defense Wins sold nationwide. The Buccaneers became the eighth team That’s a Lot of Film! • Per capita sales at XXIII at Joe with the top-ranked defense to play in NFL Films turned around The Super Robbie Stadium in Miami averaged the Super Bowl [XXXVII] and the Bowl XXXVII Champions Video in a $36, consisting of $2.9 million at hospi- seventh to come out victorious. record 16 days, culling from 135,000 feet tality tents, $1.25 million for novelties, of film captured by 22 cameras. and $1.35 million in concessions. The Heads or Tails? —Sports Illustrated NCAA Final Four had a $7 per capita Every team that has won the coin toss in average the same year. the Super Bowl has elected to receive. • 100 extra commercial flights were added to the schedule for Miami Who Would Come? THE NUMBERS International Airport for XXIX. There Super Bowl weekend is the slowest week- were 400 helicopter landings at San end for weddings. TELL THE STORY Diego Jack Murphy Stadium for XXII. —USA Today Seventy-thousand folks will see [Super Bowl XXXII] live, 3,000 Number 12, Please media are credentialed, and the If it’s in the numbers, the number is 12. TATISTICS ON T IE Twenty-three starting in the S D ’ L list goes on: 17,000 hotel • Super Bowl teams with fewer Super Bowl have worn number 12; 13 have rooms, 16,000 game-day park- turnovers than their opponents are been winners. Conversely, quarterbacks ing passes, 600 private jets, an 29-2 (.935). 800,000-square-foot hospitality wearing number 7 have won only 3 times in 10 games. The winning 12s: Joe • Super Bowl teams with the time of village, 1,200 pregame-show Namath (Jets, III), possession advantage are 29-10 dancers, 1,600 halftime per- (Cowboys, VI, XII), (Dolphins, (.744). formers, a 2,500-member secu- VII, VIII), (Steelers, IX, • Super Bowl teams with the most rity force, five Blue Angels, and X, XIII, XIV), (Raiders, XI), time-consuming scoring drive during one B-2 bomber. and Tom Brady (Patriots, XXXVI, the game are 30-9 (.769). —USA Today XXXVIII, XXXIX). Those who wore Warmest Super Bowls number 12 and lost: Staubach (X, XIII), Super Bowl Date Site Temp Griese (VI), (Bills, XXV, XXVI, VII Jan. 14, 1973 Los Angeles 84° The Day After XXVII, XXVIII), XXXVII Jan. 26, 2003 San Diego 81° In 1993, more than 40,000 homeward (Chargers, XXIX), XXIII Jan. 22, 1979 Miami 76° bound Super Bowl revelers gave ( Falcons, XXXIII) and XXIX Jan. 22, 1989 Miami 76° -St. Paul International (Raiders, XXXVII). XXI Jan. 25, 1987 Pasadena 76° Other winning starters include three Airport its busiest day ever. Coolest Outdoor Super Bowls who have worn 16 seven times: L e n —St. Paul Pioneer-Press Super Bowl Date Site Temp Dawson (Chiefs, IV), (Raiders, XV, XVIII), and Joe Montana VI Jan. 16, 1972 New Orleans 39° Super Relief IX Jan. 12, 1975 New Orleans 46° (49ers, XVI, XIX, XXIII, XXIV). Wi n n i n g Sales of antacid increased 20 percent the VIII Jan. 13, 1974 Houston 50° day after Super Bowl Sunday. in number 15 were (Packers, I, II) and (Giants, XXV); in XIX Jan. 20, 1985 Stanford 53° —Atlanta Journal-Constitution X Jan. 18, 1976 Miami 57° number 11, (Giants, XXI) and

139 SUPER BOWL MISCELLANY

There’s No Place Like ‘Home’...Not Super Bowl MVPs by Position Super Bowl Host Cities The designated “home” team at Super Quarterbacks have won the Super Bowl New Orleans ...... 9 Bowl has not always found the comfort Most Valuable Player award more times Miami ...... 8 expected in friendly surroundings. The than any other position. Twenty quarter- Los Angeles ...... 7 home team has won only 18 times, while backs have been named the Super Bowl (LA Coliseum 2, Rose Bowl 5) “visitors” have won 21 titles. MVP, including New England Patriots San Diego ...... 3 No Super Bowl has been played at the quarterback Tom Brady in Super Bowls Tampa ...... 3 home field of a participant, but two XXXVI and XXXVIII. Atlanta ...... 2 teams —the 1979 Los Angeles Rams and Detroit ...... 2 the 1984 —did make Super Bowl MVPs by Position Houston ...... 2 it to the NFL title game in their home Quarterback ...... 20 Jacksonville ...... 1 area. The Rams lost to the Steelers in Running Back ...... 7 Minneapolis ...... 1 XIV at the Rose Bowl in Pasadena. The ...... 4 Stanford ...... 1 49ers defeated the Dolphins in XIX at Defensive End ...... 2 Tempe ...... 1 . Linebacker ...... 2 Safety ...... 2 Future Super Bowl Sites It’s a Fact That… Cornerback ...... 1 Super Bowl XLI February 4, 2007 • Long-distance telephone calls decrease Defensive Tackle ...... 1 Dolphins Stadium, Miami, FL 50 percent during a Super Bowl, but Kick Returner- Returner ...... 1 Super Bowl XLII February 3, 2008 rise at halftime. Cardinals Stadium, Glendale, AZ • San Francisco police reported arrests What Do You Do For an Encore? Super Bowl XLIII February 1, 2009 for minor crimes dropped from an Five head coaches have guided their Raymond James Stadium, Tampa, FL average of 360 daily to 96 on the day of team to the Super Bowl in their first Super Bowl XVI between the 49ers and season with that club. In Super Bowl Put Me in, Coach . XXXVII, both head coaches were in their What is the best job at the Super Bowl? • Dallas water department officials first season—Tampa Bay’s Player ...... 38.70% reported water pressure dipped by five and Oakland’s Bill Callahan. Announcer/Reporter ...... 32.98% pounds during television commercials Don McCafferty, Baltimore, 1970 Cheerleader ...... 17.25% carried on the telecast of Super Bowl , Denver, 1977 Coach ...... 6.37% VI, in which the Cowboys defeated the , San Francisco, 1989 Referee ...... 4.71% Dolphins 24-3. Jon Gruden, Tampa Bay, 2002 USA Today Poll, 2002 Bill Callahan, Oakland, 2002

SUPER BOWL bachelor pad, he acknowledged, but it traditional uniforms after the team won satisfied the budget-minded traveler. Super Bowl XXXVII. MISCELLANY —Boston Globe —Tampa Tribune

The Day After... Winning’s Contagious Imagine if He Waited 20 Years “This is the busiest day this airport has A woman at the Patriots’ victory parade Rich Gonzalez, a Raiders fan from ever had.” called in sick a day in advance, saying Valinda, California, swapped a 1989 —Houston Police Sgt. S.J. Collns on she had the “New England flu.” Harley Davidson motorcycle for two Bush International Airport the —New York Times Super Bowl XXXVII tickets. “Hey, this day after Super Bowl XXXVIII is the Super Bowl. I’m not going to wait another 19 years.” Good Grades —San Diego Union-Tribune A Duxbury, Massachusetts, student “I LIKE FOOTBALL AND said one of her teachers jokingly offered GOING TO THIS GAME IS ONE Looking for Love her an A+ grade in exchange for her OF THE HIGHLIGHTS OF MY A 35-year-old man with two tickets to ticket to the Super Bowl in Houston Super Bowl XXXVII posted an ad on a [XXXVIII]. Other kids in school asked, YEAR. IT’S IDIOTIC FOR Bay Area website seeking a “gorgeous “Can I be in your suitcase?” A GROWN-UP MAN TO SAY young date” to go to the game with him. —Boston Globe SO, BUT I LOVE IT.” Within two hours, the man received —Andy Rooney, five offers. The U-Haul Hotel? —San Francisco Chronicle Sal Mirabella, Jr., a deejay from Lexington, Massachusetts, booked two Football in Church nights at a hotel room in Houston for his New Uniforms? Troubled by a 30-50 percent drop in trip to Super Bowl XXXVIII, but spent St. Patrick’s Catholic School in Tampa attendance at the regular Sunday night the rest of the week in a rented 20-foot allowed the students to wear Buccaneers service on Super Bowl Sunday, Reverend U-Haul with four pals. Not much of a merchandise to school instead of their R. William Wyand of Broadfording

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Brethren Bible Church replaced his Keep The Change? pulpit with a big-screen TV and invited J. Snyder of Bloomington, , ate a BELLMAN BILL folks to watch the Super Bowl from the $100 bill as part of a promotion to win a When 49ers players arrived at padded pews. The result? Attendance free ticket to Super Bowl XXXIV. their Detroit hotel six days was back to normal. before Super Bowl XVI, they —San Diego Union-Tribune Police Chase were greeted by an overzealous Music City 103.3 FM of Nashville told listeners that one of the city’s uniformed bellman who began grabbing police officers was carrying two free their luggage. Many ignored MILLION-PATRIOT MARCH Super Bowl XXXIV tickets. The station his efforts, virtually shoving Despite 25-degree temperatures, quickly canceled the promotion when him aside. It was several min- a crowd of 1,250,000, twice the residents began speeding after police utes before one of them cruisers and running through traffic to population of Boston, packed into ask officers for the tickets. recognized the fellow in the hotel uniform as their head downtown Boston to celebrate the —USA Today coach, Bill Walsh, who Patriots’ [XXXVI] victory. Tie a Yellow Ribbon said, “You’ve got to have —Boston Herald Super Bowl XV at New Orleans was played some fun sometimes.” five days after the release of American hostages from Iran. The Louisiana Superdome was wrapped with a huge yel- New England Digs low ribbon on the day of the game, January department to accommodate expectant The New England Patriots became the 25, 1981, and Raiders and Eagles players fathers. The reason: Encourage husbands first team in NFL history to win the had yellow tape on their helmets. to get their laboring wives to the hospital Super Bowl and open a new stadium on time for delivery and not wait for the () the following season. completion of the Super Bowl.

Is That Seat Being Used? SUPER BOWL 1, Heaven Sent At the premiere of the New England John O’Neill, a corrections officer from Patriots Super Bowl XXXVI Champions WORLD 0 Madison [Wisconsin], might have video, so many people packed the movie Frank Nitikman, a 61-year-old been the most photographed object theater in Boston Common, Patriots Pro lawyer from Chicago, turned outside the Dome, not counting the Bowl safety was forced to down an 18-day, all-expenses- Dome itself. O’Neill was dressed in sit in the aisle. paid around-the-world trip for green-and-gold papal raiments— —Boston Globe two, estimated at $18,000, complete with a staff topped with a wedge of cheese and a miter on which in favor of two tickets to Super Bill Belichick was the Godfather he had written, “St. Vince.” At St. Mary of the Assumption Church Bowl XXXVI. “To pass up the — Journal-Sentinel in Brookline, Massachusetts, a baptism opportunity to go and take Super Bowl XXXI, 1997 originally scheduled for Super Bowl someone else—how could I Sunday was moved to another date when do that?” Nitikman said. Secret Pal the Patriots made the big game. Lea Tibbits, an 81-year-old Slidell —Boston Globe [Louisiana] grandmother, said she almost passed out when she received two Get There Early Immediate Successes Super Bowl tickets in the mail. There Fans started lining up at City Hall at Two rookie head coaches, Don McCafferty was no note and Tibbits said she’s not 2 a.m. the night before the Patriots’ and George Seifert, have led their teams to sure who sent them, but she guesses it Super Bowl parade. Super Bowl victories. was one of two professional football —Boston Globe McCafferty directed the Baltimore Colts players she met while traveling recently to a 16-13 win over the Dallas Cowboys in in Europe. And she’s not going to work No Room at the Inn Super Bowl V that was decided by Jim Green Bay hotels reported no vacancies O’ B r i e n’s 32-yard field goal with five sec- the night of Super Bowl XXXI. “That onds remaining. Seifert, in contrast, rode EXPONENTIAL GROWTH shocked everybody in the lodging indus- the crest of a record-setting 55-10 victory try, including us,” said Mark Kanz of the by the San Francisco 49ers over the Denver “The Super Bowl started Green Bay Area Visitor and Convention Broncos in Super Bowl XXIV. as a game, then it became Bureau. “But if you stop and think about it, anybody who couldn’t be in New Delivery Problem Solved a day, now it’s a week.” Orleans figured Green Bay was the next- In 1977, Georgetown University Hospital —Ed Goren, executive best place to be.” in Washington, D.C., installed television producer, FOX Sports —Bay Business Journal sets in the labor room of its maternity

141 SUPER BOWL MISCELLANY

too hard to find the anonymous donor. miles of film. That was pared down so “I don’t want them to change their that the final product of The Road to Mission to Moscow mind,” said Tibbits, who has never been the Super Bowl ran 44 minutes. When Secretary of State James Baker to the Super Bowl. “I’ve got these tickets If all 800 miles of film were run went to Moscow on a stopover before and I’m really going.” continuously through a single projector, continuing on to Israel for a round of —New Orleans Times-Picayune it would consume 50 days and nights. Middle East peace talks in January 1992, he carried, in addition to Pass the Salsa Praise the Lord and Pass the Football important documents, another packet To honor the Broncos in Super Bowl Hundreds of football fans came to desired by U.S. Embassy staff mem- XXXIII, Leopoldo’s Tortillas of Fort GraceWay church in downtown Augusta, bers: Super Bowl XXVI videotapes. Collins, Colorado, produced blue-and- Georgia, to watch Super Bowl XXIX on a Unlike many European countries, orange tortillas for the second straight widescreen TV placed at the altar. Russia did not rebroadcast the game, year. “My family is really intense about During breaks, the congregation watched causing consternation among the the Broncos,” said owner Christi Christian music videos, and heard music small band of Redskins fans at the Godinez-Gabaldon. They sold more than by GraceWay singers and testimonies by Embassy. Hopes rose that neighbor- 2,000 bags of chips the week before the audience members. “Where else could ing Finland would carry the game— Broncos appeared in Super Bowl XXXII. these people be—a bar?” asked the prompting some Americans to make —Denver Post Reverend Gene Swinson. plane and hotel reservations—but the Finns did not. Long Way From Home You Found Those Tickets Where? U.S. Ambassador Robert Strauss At 4 a.m. on January 30, 1995, in Tengiz, “Super Bowl tickets are a valuable then contacted Secretary Baker and West Kazakstan, a group of expatriate commodity. I understand that...But what requested the tapes. Baker was Americans gathered in hopeful I’m having a hard time getting my head pleased to oblige. In fact, he delayed anticipation. It had been an uncertain around is the fact that I just watched a his departure for Israel to watch the wait for this special event, but they had grown man stick his face—heck, his tape along with the staff at the high expectations. And then it happened. whole body—into 2,000 pounds of embassy on Tuesday night following The television screen lit up, and the live manure packed into the back of a Super Bowl XXVI. transmission of Super Bowl XXIX began. pickup truck for tickets.” The population of about 3,000 —Bill Goodykoontz, Arizona Republic Americans—employees of Chevron Lost and Found and their families—were delighted to Who Was He Rooting For? When was coaching the receive the transmission of the Super One of the guests at Super Bowl XXX Oakland Raiders in Super Bowl XI at the Bowl for the second year in a row. was Bandar of Saudi Arabia. His Rose Bowl, he was so wound up on game Tenghizchevroll, as this Chevron division entourage required extra security and day he forgot something: a half-dozen of is known, is stationed at the Tenghiz oil something else: The prince required a his players. field on the Caspian Sea. Their ability to praying room at the stadium. Officials “I’d changed the itinerary, the time we share in this premium American sporting quickly opened a stadium office. No one were supposed to leave, and I just told event meant a lot, especially to the home- thought to ask, however, what team he the buses to leave,” Madden said. “I got sick football fans. was praying for. so excited, I just got on the bus and said, —The Intelsat Broadcaster —Arizona Republic ‘Take off.’ We got to the stadium, and I couldn’t find the players. They were 800 Miles in 44 Minutes Miracles Do Happen afraid because they thought they were How do you win 84 Emmys for Super Bowl talk was everywhere Sunday, late and missed the bus. But I knew I lost excellence in film and video making? even at morning Mass at St. Louis them. As a head coach, you can’t go You don’t cut corners, that’s for sure! Cathedral. The Rev. Frank Montalbano around and say, ‘Hey, I lost six players!’ Just ask NFL Films. ended the 10 a.m. Mass by noting that One of them was , and he In 2000, for its annual production, New Orleans has not yet sent a team to was like 6-8, 310 pounds. How the hell The Road to the Super Bowl, which the big game and asking worshippers to do you lose him? You can’t admit it if requires coverage throughout an entire remember the Saints in their prayers. you’re the head coach. But here I am regular season, NFL Films shot 800 —USA Today playing hide-and-go-seek before the damn Super Bowl.” We Hope She Didn’t Wait 29 Years —New Orleans Times-Picayune At Super Bowl XXXI in 1997, the Green Bay Packers won their first Super Bowl ring in 29 years. And Lori Lewis got one, too. “My fiancé, Bruce Atkinson, dropped to his knee in the stands and proposed,” she said. “He said, ‘I said I’d marry you if the Packers got to the Super Bowl. Will you be my wife?’ “My family and neighbors decorated our house with banners saying, ‘Return to Glory! Bruce proposed to Lori!’” Lewis said. “They sent us bouquets of green and gold carnations arranged with Super Bowl balloons.” —Associated Press

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