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Home , Ben Dreith, Bill Carollo, Bill Leavy, Blitz (mascot), Bob McElwee, Charlie Weis

Notes, Quotes & Anecdotes

Contents

Super Bowl XL ...... Page 118 America’s Undeclared National Holiday ...... Page 122 The Country’s Most Important Sporting Event ...... Page 123 The Game, The Teams, The Players ...... Page 125 Economic and Marketing Impact ...... Page 128 Television-Radio/Advertising ...... Page 132 International Mega Event ...... Page 137 Media/Internet ...... Page 139 Super Bowl /Trophy ...... Page 140 Super Bowl Week—Pregame, Halftime & Postgame Events ...... Page 141 Statistics ...... Page 143 Super Bowl Miscellany ...... Page 145

117 SUPER BOWL XL

“The Super Bowl may literally be SUPER BOWL XL America’s new Mardi Gras.” Notes, Quotes & Anecdotes —Mark Rosentraub, author of “The International Economics of ” “MY GOD,

THE COUNTRY’S MOST IMPORTANT SPORTING EVENT IT’S THE “With all due respect for , this is SUPER BOWL!” really America’s .” —Secretary of State Condoleezza Rice —Seahawks owner “For me, I have to be there. It’s my claim to fame.” “More American women watched Super —Tom Henschel, who has attended Bowl XXXIX (in 2005) than the Oscars.” ECONOMIC AND MARKETING all 40 Super Bowls —USA Today IMPACT

“I know people who will walk to “They are coming from everywhere. “Nationally, the economic impact of the for tickets to Super Bowl XL,” said a They are crawling from under the rocks. game is in the billions of dollars—from Steelers fan looking for tickets. They are coming out of the woods.” sales of TV’s and recliners the week — Times —Steelers before (a five-fold increase) to antacids on Super Bowl XL ticket requests the day after (a 20% spike).” —Wall Street Journal “AFTER 40 YEARS, WE’VE ARRIVED “I say now it’s the most important sport- ing event in the world.” Detroit’s Super Ecomonic Boost AT THE THAT —Jerry Green, The Detroit News Hosting Super Bowl XL provided a DESCRIBE PRECISELY WHAT THE $273.9-million economic boost to the “If I couldn’t go to anything anymore Detroit area, according to a study by a SUPER BOWL IS ALL ABOUT—XL. except one (sporting event), I would take St. Louis research firm for the Metro AS IN EXTRA LARGE. EVERYTHING the Super Bowl. That’s the best thing I Detroit Convention and Visitors Bureau. can say about it.” —Detroit Free Press ABOUT THIS GAME IS XL, FROM —Edwin Pope, Herald THE MEN WHO PLAY IT TO THE Super Spending THE GAME, THE TEAMS, THE PLAY E R S Each out-of-town visitor spent $363 a MILLIONS WHO WATCH IT TO day on average, not including airfares, THE COMPANIES THAT PAY TO “Ti c k e t s N o w.com, which connects ticket lodging or tickets to the game. buyers and sellers, advertised [Monday] a —Detroit Free Press ADVERTISE IN IT. IT’S SO BIG THAT 40-person luxury suite on the 40-yard line IT’S AN AMERICAN HOLIDAY— for—are you sitting?—$261,000. Another Any Rooms Available? web site priced a box at $315,000. The On Super Bowl weekend, the Detroit- .” median home price in the Detroit area area hotels sampled by Smith Travel —USA Today last year was about $169,000.” Research of Hendersonville, Tennessee, —Seattle Times reported occupancy rates of 82% on Friday, 92% on Saturday, and 88% on “It doesn’t matter what race or class, “Contrary to what you hear, there is a lot Sunday. On the comparable weekend a we’re all together as Steeler fans.” of history and pride in year ago, those hotels were only 45%, —David La Forest, relocated football…It just started in 1976.” 48%, and 33% full on average. native —Seattle Seahawks What’s more, the average hotel room rate on Super Bowl weekend was $210 a “Thank you Seahawks! You guys surely night this year; triple the $70 per night know that you’re ‘Alaska’s Team’ as “This feels like the most important pro for the same weekend a year ago. well!” victory Seattle has experienced.” —Detroit Free Press —Seahawks fan Karen Matthews, —Seattle Times after the Seahawks’ who lives in Fairbanks, Alaska NFC Championship Game win to advance to Super Bowl XL AMERICA’S UNDECLARED NATIONAL HOLIDAY “I told myself I wouldn’t cry, but we just won a “…Americans now treat Super Bowl Sunday the same as they treat Christmas Super Bowl and the world can see me cry now. ” or the Fourth of July.” —Super Bowl XL MVP — NFL Report

118 SUPER BOWL XL

TELEVISION-RADIO/ADVERTISING It Pays to Follow the Super Bowl S u n d a y ’s (February 5, 2006) episode of “YOU WAIT 13 “Every single second is like gold.” Grey’s Anatomy (37.9 million) doubled the —Pittsburgh Post-Gazette series’ typical audience and was the third most-watched program to follow a Super YEARS TO BE IN A “No event has held up as well in today’s Bowl, behind Fr i e n d s (52.9 million in 500-channel universe as the Super Bowl, 1996) and the premiere of S u r v i v o r : SITUATION TO GO which continues to amaze in the ratings Australian Outback (45.4 million in game.” 2001)…A special Jimmy Kimmel Live hit a —Daily Variety series-high 7.4 million late-night viewers. TO THE SUPER —USA Today, February 8, 2006 “An important Super Bowl first: A purely BOWL, AND IT’S IN female-targeted ad for Dove skin prod- NFL Tops on Television ucts scored unusually high.” NFL viewership on broadcast television —USA Today finished ahead of network prime-time YOUR HOMETOWN. viewership by its widest margin ever in “An average 30-second advertising spot 2005. NFL games on ABC, CBS, and IT’S A DREAM for Super Bowl XL went for $2.4 million.” FOX averaged 15.6 million viewers—61 —NFL Media Research percent higher than the average prime- time viewership among the four major COME TRUE.” “The Super Bowl is a huge, rocket shot over-the-air networks (9.7 million aver- — running back of creativity for a day with a tremendous age on ABC, CBS, FOX, and NBC). , Super Bowl XL amount of viewership.” —Bill Cella, CEO of Magna Global NFL Dominates TV Ratings Super Bowl ratings dominate against all “The Super Bowl remains sports’ entertainment properties. INTERNATIONAL MEGA EVENT premier ad event. It has an engagement PROGRAM RATING value that is second to none. People Super Bowl XL (Feb. 2006) 41.6 “There are 234 countries that watch the come that day riveted to that TV, and 2006 23.1 game, with 54 international broadcasters the number-one thing that many of them 2006 Golden Globes 12.5 using 32 different languages; 130 inter- want to watch is this advertising.” 2006 Grammy Awards 10.9 national media organizations from 18 —Ed Erhardt, ad sales president 2006 Emmy Awards 10.6 nations receive credentials.” for ESPN/ABC Sports —

13 NFL games in the 2005 season had as many or more viewers than prime-time’s five most-watched May season finales…(up from 11 such NFL games in 2004).

PROGRAM, NETWORK DATE AVERAGE VIEWERS Super Bowl XL (Seattle vs. Pittsburgh), ABC Feb. 5, 2006 90.7 million viewers AFC Championship Game (Pittsburgh vs. ), CBS Jan. 22, 2006 39.0 million viewers (season finale), FOX May 24, 2006 36.4 million viewers NFC Championship Game (Carolina vs. Seattle), FOX Jan. 22, 2006 35.2 million viewers AFC Divisional Playoff (Pittsburgh vs. Indianapolis), CBS Jan. 15, 2006 33.9 million viewers NFC Divisional Playoff (Carolina vs. ), FOX Jan. 15, 2006 32.7 million viewers AFC Playoff (Pittsburgh vs. Cincinnati), CBS Jan. 8, 2006 30.4 million viewers NFL Thanksgiving Game (Denver vs. Dallas), CBS Nov. 24, 2005 26.4 million viewers AFC Divisional Playoff (New England vs. Denver), CBS Jan. 14, 2006 26.3 million viewers House (season finale), FOX May 23, 2006 25.5 million viewers CSI (season finale), CBS May 18, 2006 25.4 million viewers NFC Divisional Playoff (Washington vs. Seattle), FOX Jan. 14, 2006 24.3 million viewers NFL National Game (mostly N.Y. Giants vs. Seattle), FOX Nov. 27, 2005 24.246 million viewers (season finale), ABC May 21, 2006 24.233 million viewers NFL National Game (mostly Washington vs. ), FOX Jan. 1, 2006 23.1 million viewers NFC Wild Card Playoff (Carolina vs. N.Y. Giants), FOX Jan. 8, 2006 22.8 million viewers (Pittsburgh vs. Indianapolis), ABC Nov. 28, 2005 22.636 million viewers Grey’s Anatomy (season finale-part 1), ABC May 14, 2006 22.599 million viewers Source: NFL, Nielsen Media Research

119 SUPER BOWL XL

“A lot of people seem to fancy watching Super Ad Frenzy SUPER BOWL WEEK—PREGAME, the Super Bowl here,” said Suraj Traffic to GoDaddy.com rose by 991% HALFTIME & POSTGAME EVENTS Solanki, assistant manager at the Sports after the company’s first Super Bowl XL Café, a pub in greater London. ad aired. When the ad re-aired in the Halftime Extravaganza second half, traffic to GoDaddy.com Taking a quick break from their “A MEDIA/INTERNET increased by 1,148%. Within a half-hour Bigger Bang” World Tour, the legendary of ’s first ad, traffic to its site Rolling Stones performed in the Sprint Super Bowl Ads Impact Websites increased by 81%. As ads continued to Super Bowl XL . The following charts present online traf- air throughout the game, site traffic The halftime show averaged a 40.2 fic during Super Bowl XL for advertisers eventually rose to 195% above average. households rating and 89.9 million and sports-related websites. Change is After Diet ’s P. Diddy ad aired, traf- viewers. The halftime show may not based on traffic on Super Bowl Sunday, fic to brownandbubbly.com rose by be a stand-alone program (rated within February 5, 2006, compared to average 100%. Diet Pepsi’s second ad with Jackie the game), but if it were, it would rank traffic of the previous four Sundays. Chan increased traffic to the site by as television’s most-watched entertain- 274% (comScore Networks). ment program each and every year. The ONLINE IMPACT OF SUPER BOWL XL By any measure, web response follow- rating and number of average viewers Top Gaining Advertiser Sites ing Super Bowl XL was huge. Akamai for the halftime portion of the Super GoDaddy.com 1,564% (www.akamai.com), which provides ser- Bowl compares favorably to television’s Budweiser.com 503% vices for major websites that included 23 other top-rated entertainment shows: Pepsi.com 285% of the 32 Super Bowl advertisers, said Academy Awards (25.4 rating, 42.1 Cadillac.com 256% traffic to the 23 peaked at a combined million viewers), Grey’s Anatomy Nationwide.com 132% 782,679 hits per minute immediately following the Super Bowl (21.0 rating, Anheuser-Busch.com 130% after the game, compared with 50,000 37.9 million viewers), and the American Fordvehicles.com 123% hits per minute on a typical Sunday. Idol premiere (19.3 rating, 35.5 million PizzaHut.com 123% Yahoo searches for Super Bowl com- viewers). And it was not just men Top Gaining Sports Sites mercials jumped roughly 800% for the watching the Super Bowl halftime NFL Internet Group 62% 24-hour period following the time ads show, 45% of the audience was female— Seahawks.com 302% aired on Sunday. Meanwhile, AOL.com 40.8 million strong. That’s 14.3 million SuperBowl.com 138% saw a 30% jump in visitors to its site, more women ages 2 or older than Steelers.com 115% where the ads were available to view watched the 2005 Academy Awards NFLShop.com 113% after the game. It had 13.5 million (26.5 million). 56% “streams” or viewings of Super Bowl —NFL Media Research FootballFanatics.com 49% commercials between the end of the FoxSports.com 45% game and noon on Monday. STATISTICS on MSN 38% —USA Today AOL Sports 33% Twice the Fun SI.com 32% became the fifth head ESPN.com 26% coach to take two different teams to the Super Bowl. 1. —Colts (III) and Dolphins Fans Vote in Record Numbers for SB MVP (VI, VII, VIII, XVII, XIX) 2. —Eagles (XV) and Rams SuperBowl.com posted record numbers for the Cadillac Super Bowl (XXXIV) MVP voting. Fans cast a record 657,217 votes for the Super Bowl XL 3. —Broncos (XXI, XXII) MVP—an increase of more than 40 percent from last year’s mark of and Falcons (XXXIII) 4. —Giants (XXI) and 468,818. Fan votes counted 20 percent (four votes) with another 16 Patriots (XXXI) on-site representatives of the media accounting for the other 80 5. Mike Holmgren—Packers (XXXI, percent. Fans voted for the Cadillac Super Bowl XL MVP via XXXII) and Seahawks (XL) SuperBowl.com and wireless devices, including Sprint’s wireless service, during the fourth quarter. Youngest QBs to Win a Super Bowl 1. , 2005 Pittsburgh The four fan votes were distributed as follows: Steelers (23 years, 340 days) Steelers WR HINES WARD 2.5 MVP votes 2. , 2001 New England Steelers RB JEROME BETTIS 1.0 MVP vote Patriots (24 years, 184 days) Steelers QB BEN ROETHLISBERGER 0.5 MVP vote 3. , 1968 Jets (25 years, 226 days) The final Super Bowl XL MVP tally had Ward on top with 15.5 4. , 1981 votes, followed by Roethlisberger (1.5 votes), Bettis (1), 49ers (25 years, 227 days) (1), (.5) and (.5).

120 SUPER BOWL XL

Super Bowl First Antwaan Randle El was the first wide SUPER FOOTBALLS receiver to throw a pass in a Super Bowl. He threw a 43-yard comple- “Wilson started making NFL balls in 1941. Its tion to Hines Ward in the fourth quarter factory in Ada, (population of 5,400), is the only to put the game out of reach. one in the world dedicated to footballs, turning out Super Bowl MVP Imports Hines Ward, born in , joins more than 700,000 a year. Just 72 of those 700,000 are () as the only Super Bowl MVPs born outside of the Super Bowl balls. Each weighs 14-15 ounces and has . 13 pounds of pressure, one lace, 16 lace holes, and SUPER BOWL MISCELLANY four cowhide panels. The Super Bowl logo, team

SB Popularity names, location of the game and game date are “Last season, 133.7 million Americans saw at least a little of the contest; only embossed on the balls.” 122.3 million voted in the 2004 presiden- —Detroit Free Press tial election.” —Sporting News

What Do You Want to Eat? …and Sandwiches, Please! Salty Snacks Tops With SB Fans “15% of Americans order takeout food “The top five things consumed on Super According to research by the Snack Food from a restaurant for a Super Bowl gath- Bowl Sunday are vegetables, potatoes, Association, 11 million pounds of potato ering. Of those, 58% order pizza, 50% sandwiches, salads and salty snacks.” are eaten by Americans on Super order chicken wings and 20% order subs —NPD Group Bowl Sunday. In addition, 8.2 million or sandwiches.” pounds of tortilla chips and 3.8 million —National Restaurant Association Make Mine Pepperoni pounds of popcorn are consumed. “Both ABC, the network carrying the Pass the Chips… game, and Domino’s Pizza will record Let’s Have a Party “More than 30 million pounds of snacks the year’s single biggest day of rev- Hallmark’s Party Express estimates that will be consumed on Super Bowl Sunday, enues.” 18 people attend the average Super Bowl twice the average daily amount.” —Wall Street Journal party. —Snack Food Association Super Flush Quench Your Super Thirst “During halftime of the Super Bowl, as Americans spend approximately $240 WORTH THE WAIT many as 90 million will use the bath- million on soft drinks at grocery stores room. The flushing of the toilets during during Super Bowl week according to The Steelers’ Super the 30-minute break will use an esti- AC Nielsen. Additional sales of beer dur- mated 350 million gallons of water, as ing the week increase by nearly $12 mil- Bowl XL victory much water as flows over Niagara Falls lion. comes 26 years in seven minutes according to a website halftimeflush.com.” Now That’s a Super Sign! after their last —USA Today GM featured the NFL and Super Bowl XL logos on its 73-story middle tower of win in SB XIV on I Can’t Eat Another Thing! its headquarters in January 20, 1980. According to studies, viewers will eat Detroit in preparation for the game at more than 3,000 calories on Super Bowl . The signage is believed to be The 26-year gap is Sunday—about equal to their the largest custom-cut adhesive-backed Thanksgiving meal. vinyl building wrap ever installed. the second longest —USA Today —Sports Business Journal in Super Bowl Super Bowl Celebrating history. Green Bay “The Super Bowl is an athletic event we celebrate with eating. It’s the event that went 29 years gets the most people around the TV than between their wins any other.” —Michael Sansolo, senior vice president in II and XXXI. of the Food Marketing Institute

121 AMERICA’S UNDECLARED NATIONAL HOLIDAY

“Football is our sport, and the Super National Holiday AMERICA’S Bowl is our national holiday.” “It’s New Year’s Eve, the Fourth of July, UNDECLARED — Union-Tribune and Mardi Gras rolled into one...the Super Bowl is America’s Game.” NATIONAL HOLIDAY “The Super Bowl has become the closest — Times thing sports has given us to a national “The Super Bowl has evolved in the last holiday, the Great American Spectacle, We Give Thanks... decade. It’s a national event.” the one Sunday every year when the Super Bowl Sunday is the second biggest —Hallmark Cards spokesperson country comes to a near halt and revolves eating day of the year, right behind Rachel Bolton around the NFL’s championship game.” Thanksgiving. —San Diego Union Tribune —San Diego Union-Tribune “There should be no class on the Mon- day after the Super Bowl.” “The four biggest holiday celebrations in Pass the Chips... — the United States are Thanksgiving, Aside from holidays (July 4, Labor Day, Christmas, New Year’s Day and the etc.) the Super Bowl is Frito-Lay’s Super Bowl.” biggest snack day of the year. “THESE ARE DAYS THAT —Washington Post ...And the Pizza DEFINE US AS AMERICANS: Celebration! Domino’s has its single-biggest sales day INDEPENDENCE DAY. Students declared their own holiday and of the year on Super Bowl Sunday. It MOTHER’S DAY. offices shut as a million and a half sells 1.2 million pizzas in the USA each New England Patriots fans jammed year on Super Bowl Sunday. The chain’s THANKSGIVING DAY. AND, OF Boston’s downtown Tuesday for the biggest pizza-selling days of the year: COURSE, SUPER BOWL city’s second Super Bowl party in three 1. Super Bowl Sunday years. Police said the crowd surpassed 2. New Year’s Eve SUNDAY.” the 1.2 million at the Patriots’ 2002 3. Halloween —Washington Post Super Bowl XXXVI celebration. 4. The night before Thanksgiving —USA Today 5. New Year’s Day “Hallmark’s party experts (there really are such people) have been doing some We Gather Together research and have come to the conclu- On the last Sunday in January, we sion that the Super Bowl has become Americans will gather to honor what has America’s biggest excuse for having a become the last great communal ritual. “They haven’t started party, surpassing even New Year’s Eve.” —Boston Globe giving people the day —Wall Street Journal Take the Day Off off on Monday yet, “It’s become the biggest day in sports, Frozen in amber somewhere is the image almost as if it’s a national holiday, so of Americans doing things like stopping but in some respects, maybe we shouldn’t be surprised that the in their tracks at 11 a.m. on Armistice Super Bowl has come to be a microcosm Day as bells rang to honor war dead. Super Bowl Sunday of America here at the start of this new Now there’s really only one true commu- millennium. People are tuning in nal ritual left. To merely say that the seems like it’s more because it’s an event, America’s party Super Bowl is far and away America’s holiday, and by definition that means it biggest television event isn’t enough. of a national holiday has to appeal to the biggest demographic To call it a ‘manufactured holiday’ possible. The Super Bowl has become doesn’t quite do it, either. You can argue than a lot of those the event in which the country seems to now that it has become our preeminent take a time-out to watch, regardless of secular holiday. days that are actual which teams are in it. The one game —Newsweek everyone watches, even those who holidays. The Super wouldn’t know a from a fly pattern. We Are Family It’s about commerce as much as it’s “Anything that creates community in Bowl is a commercial about football, a game that’s at the inter- this mobile age, with our rootless society, section of sport and corporate culture. with so many people without extended event that has taken We love parades. We love fireworks. We families, is good. The Super Bowl turns on a civic character. ” love spectacles. We love to hear about the country into one huge cheering how much money companies pay for section.” professor their commercials. We love big. And the —Jack Lindquist, senior pastor, Jeffrey Pasley, who studies Super Bowl has become the biggest Church of Incarnation, San Diego the history of patriotism sports spectacle we have.” —Providence Journal

122 THE COUNTRY’S MOST IMPORTANT SPORTING EVENT

“Sunday was the best Super Bowl of Competing Interest THE COUNTRY’S them all, for all the fine reasons that we “This is the premier sporting event in MOST IMPORTANT come to sports, all the things that move the country, and it symbolizes competi- us in sports, and make us talk about tion.” SPORTING EVENT games like Super Bowl XXXVI forever.” —John Swigard, special promotions — New York Daily News coordinator, “Here’s something I’ve learned. At a time when this country has never been “It’s the sports championship game with What’s the Other Half Doing? more divided philosophically, socio- the Roman numerals, which separates it “When you think that virtually half the logically, financially, politically, and in from all other title games and conjures country’s watching the Super Bowl…this almost every way we can view ourselves, up images of gladiators ready to battle. makes a hell of a statement.” the Super Bowl has become arguably the It’s the biggest single-day sporting —Jon Mandel, Grey Advertising most uniting, popular, entertaining, and event—the Super Bowl. And everybody significant event on our annual wants a piece of the action.” Executive Privilege calendar.” —New York Newsday Former President Gerald Ford watched —Pro Football Weekly Super Bowl XIII while on a trip to Israel. “Can you imagine what it feels like to be President Ronald Reagan tossed the coin Irish and be at this most American of at the White House prior to Super Bowl “YOU REALIZE THAT events? It’s amazing. To be here at the XIX and his performance was shown via EVERYBODY IN THE WHOLE Super Bowl, to know this is the very television on the scoreboard at Stanford WORLD IS HERE FOR heart of America, it feels right.” Stadium. President George H.W. Bush —Bono, lead singer of , featured in made a taped message for U.S. military THIS GAME.” Super Bowl XXXVI halftime show forces engaged in Desert Storm, and it — defensive was shown on television at halftime of line coach Tommy Brasher “...an American rite of sports and mar- Super Bowl XXV. keting that was born in relative modesty, Mr. Bush, as Vice President, attended “It’s like planning a wedding. Instead of but has grown to be the undisputed Super Bowl XVI at the Pontiac having 200 seats, you have 15 and every- champion of sports extravaganzas.” Silverdome, and later was a spectator at one wants to go.” —New York Times Super Bowl XXXVI at the —New England Patriots Superdome. Vice President Al Gore on trying to satisfy History Lessons attended Super Bowl XXVIII at the his family and requests for “History of America, Part I (1776-1966): Dome. Vice President Spiro Super Bowl XXXIX tickets Declaration of Independence, Agnew attended at Constitutional Convention, Louisiana Miami’s . They are the “The Super Bowl is becoming comfort Purchase, Civil War, Reconstruction, highest-ranking United States officials to food. It brings us back to a simpler time World War I, Great Depression, New attend a Super Bowl. with no problems.” Deal, World War II, TV, Cold War, —Psychologist Don Powell civil-rights movement, Vietnam. History Counting the Days of America, Part II (1967-present): the “I don’t care if I have to mortgage my Super Bowl era. The Super Bowl has An April, 2000, ESPN Sports house, I’m going.” become Main Street’s Mardi Gras.” Poll ranked the Super Bowl as —Philadelphia Eagles fan —Norman Chad, TV Guide the most anticipated sporting Kevin O’Donoghue on going event or competition in any given to Super Bowl XXXIX Common Interest year. The Super Bowl drew Philadelphia Inquirer “The Super Bowl, because it garners broad-based interest in the American 24.5 percent of the survey votes, “The game with the Roman numerals public that transcends social class, race, three times the 7.6 percent of dwarfs championships decided on gender—all kinds of boundaries—pro- the poll’s runner-up—the diamonds, courts, and ice...Other sports vides a context for the nation to share World Series. can only envy the enormity of the interest in a common event. The Super Bowl.” Oscars, the Emmys, even a presidential Super Bowl 24.5% —USA Today election...none of them compare. In World Series 7.6% terms of political conventions, they draw Olympics 5.7% “For the one day that is Super Bowl their own party and not across group NFL Playoffs 4.3% Sunday, your color and ethnicity and boundaries. The Super Bowl is a singular NBA Playoffs 3.5% religious beliefs and everything else that sociocultural event that is powerful NCAA Men’s Final Four 3.3% separates different factions of society is economically, as well as socially and Daytona 500 2.8% all forgotten. For those few hours, it’s culturally.” just the entire world watching our game. —Jomills Braddock II, director of the NBA Finals 2.4% How cool is that?” ’s Center for Stanley Cup Finals 1.9% —San Diego Union-Tribune Research on Sport in Society —ESPN

123 THE COUNTRY’S MOST IMPORTANT SPORTING EVENT

Diverse Audience Electra, and Jennifer Lopez to idea was to give the game time to build. “The Super Bowl crosses sexual bound- Evander Holyfield, B.B. King, and Ricky That allowed us to get the teams in early, aries, racial boundaries, regional bound- Martin, they know it’s good business to to make them available, to make sure aries, cultural boundaries, even financial be part of the spectacle.” that the media got everything it needed boundaries….Everybody watches….” —Washington Times to tell the world about our game.” —Kansas City Star —Dallas Morning News America Watches American Made “ D o e s n’t matter which teams are playing. Ski Lift “If we were to brand America, the brand D o e s n’t matter how lopsided the g a m e . Officials at Wachusett [Massachusetts] would be the Super Bowl. This game is America watches. The most-watched t e l e- Mountain Ski Area erected a huge all about freedom, excitement, and ful- vision shows [in numbers of people] are television screen, estimated by one filling your dreams. It’s the challenge of Super Bowls….And truth is, nobody’ s employee at 10 feet by 10 feet, at the base the best going up against the best.” quite sure how the Super Bowl became of the chair lift. “That way, fans can —Jim Johnson, president, the Super Bowl. It was just supposed to be watch the game while they’re waiting in Anspach Grossman Enterprise a football game. But…it’s bigger than line, take a run during commercials, and that. It’s bigger than anything, really. ” ski back in time to watch some more Business Sense —Kansas City Star plays,” said Tom Meyers, marketing “The Super Bowl, as a cultural and director at the ski area. Patrons could get commercial experience, impresses Foresight lift tickets at half price if they could people in the business realm as no other [Former NFL Commissioner Pete] name 11 Patriots in 60 seconds. annual event in the world.” Rozelle, whose game was public relations —Boston Globe —Pat Conners, vice president of before ascending to running a game, Super Bowl XXXI marketing, Mesa Distributing decided that the meeting between the champions of the established NFL and “ looked in all directions See and Be Seen the upstart AFL would come not the Friday, and what he saw was good. “The Super Bowl is an event where Sunday after the league championship Professional football was THE the beautiful people go to be seen, the games, but two weeks later. undisputed heavyweight sports cham- same as when entertainers used to sit “It was as calculated a decision as was pion of America. And perhaps someday, ringside at heavyweight title fights. ever made by the league,” said former the world.” From [Angela Perez], Cowboys president . “The —Washington Post, at Super Bowl XXVII 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

124 THE GAME, THE TEAMS, THE PLAYERS THE GAME, “People all over the world are attracted “YOU CAN BE THE to events that endorse a sense of ‘we- THE TEAMS, ness.’ We love big events like the Super RICHEST MAN IN THE Bowl. We are constantly looking for a THE PLAYERS connection with each other based on the WORLD AND NOT notion of nationhood. It is an opportu- “It’s a dream come true (to play in Super nity for us to gather as one.” Bowl XXXIX).” BE ABLE TO BUY —Dr. Jay Coakley, professor of sociology —Philadelphia Eagles quarterback at the University of Donovan McNabb MOMENTS LIKE THIS.” at Colorado Springs —New England Patriots offensive “The greater team goal is winning the coordinator after “This was a game you didn’t want to end. Super Bowl XXXIX victory Super Bowl. That supersedes what any This may have been the greatest Super player goal might be. You have to Bowl of them all, for more reasons than make decisions and sacrifices. I know “What more could you want? Super Bowl you can count. Super Bowl XXXVI will what’s important to me and where my XXXVIII had it all, making it the best be remembered for a lot of things, but priorities lie.” e v e r. It was the greatest Super Bowl of all first and foremost it should be remem- —New England Patriots time. Now this was a wonderful champ- bered as a classic championship event.” quarterback Tom Brady ionship battle, full of everything that —Contra Costa Times makes the game dramatic, draining, ener- “It’s a tremendous blessing to be here and vating, maddening, fantastic, exciting.” play in the world’s greatest football game.” — Super Bowl Tickets —New England Patriots safety “So now ’s Patriots have PRICES given us the two best endings in Super I $12, $10, $6 X X I I I $ 1 0 0 “This is what players go through training Bowl history. And no one could have II $12 X X I V $ 1 2 5 camp for. This is why people train so hard. known it at the time, but the Patriots and III $12 X X V $ 1 5 0 This is why guys bleed. This is the game the Panthers were on their way to making players try to reach. This is the pinnacle Super Bowl XXXVIII the craziest and IV $15 X X V I $ 1 5 0 and it doesn’t get any better than this.” best and most entertaining Super Bowl of V $15 X X V I I $ 1 7 5 —Philadelphia Eagles them all. Twenty-four points in the last VI $15 X X V I I I $ 1 7 5 at Super Bowl XXXIX three minutes of the first quarter. Thirty- VII $15 X X I X $ 2 0 0 seven points in the fourth quarter!” VIII $15 X X X $350, $250, “I have been in the NFL for 18 years and —New York Daily News this is my first Super Bowl [XXXIX]. It’s IX $20 $ 2 0 0 something I know I will remember for “With everything that happened this X $20 X X X I $ 2 7 5 the rest of my life.” week, with all the security, the fact that XI $20 X X X I I $ 2 7 5 —Philadelphia Eagles defensive we’re at war, and then to have a great XII $30 X X X I I I $ 3 2 5 coordinator Jim Johnson game like this, I don’t see how anyone can say this [XXXVI] wasn’t the greatest XIII $30 X X X I V $ 3 2 5 “The Super Bowl is about opportunity. To Super Bowl of all time.” XIV $30 X X X V $ 3 2 5 go from humble beginnings, to pursuing a —, New England XV $40 X X X V I $ 4 0 0 dream, to becoming champion of the world. Patriots XVI $40 X X X V I I $500, $400 That’s what it’s all about—opportunity. ” — “Commissioner Tagliabue should be XVII $40 X X X V I I I $ 6 00, $500, proud. Super Bowl XXXVI will not only XVIII $60 $ 4 0 0 “This Super Bowl [XXXVIII] might be be remembered for the Patriots’ stunning XIX $60 X X X I X $600, $500 the Super Bowl all others are measured 20-17 upset of the highly-favored Rams, X X $ 7 5 X L $700, $600 against, at least as long as grit and a but also for the extensive security mea- X X I $ 7 5 X L I $700, $600 heart-stopping finish are among the sure put in place in the aftermath of measuring sticks.” September 11. The end result was a X X I I $ 1 0 0 — Chronicle monumental event that went off with little inconvenience to the average TICKET DISTRIBUTION “This [XXXVIII] was one of the best ticket holder.” 17.5% AFC champion Super Bowls, full of comebacks and —New York Post 17.5% NFC champion strategy, athletic feats and suspense. 5.0% Host city team(s) Sunday night was for the championship “[In Super Bowl XXXVI] the NFL 34.8% Other 29 teams (1.2% each) of this vast and powerful league, and it demonstrated its ability to put on a 25.2% NFL Office for distribution was worthy of such attention.” display of unbridled patriotism better to fan lottery, NFLPA, media, and other NFL —New York Times than any organization in sports.” associates —Washington Post

125 THE GAME, THE TEAMS, THE PLAYERS

“This [XXXVI] was not only the biggest Bowl is the biggest entertainment Super Six upset in the 36 years of Super Bowl his- extravaganza in the world.” Mike Lodish holds tory, with the best finish in Super Bowl the record of playing in six Super Bowls. history, but all of it happened with the Among Most Memorable Lodish played for AFC-champion Buffalo most timely backdrop. From the Events of 1960s in Super Bowls XXV through XXVIII, pregame songs of John Phillip Sousa to Super Bowl I was selected second only to and was a member of Denver’s Super the halftime unveiling of the names of man walking on the moon among the Bowl XXXII and XXXIII champions. those killed in the September 11 tragedy, most memorable events of the 1960s in a the theme of this game was the resilience 1999 U.S. Postal Service survey of almost of a unified America.” one million Americans. “IF YOU BELIEVE IN —Los Angeles Times Last, But Not Least DESTINY, MAYBE THIS IS THE Brady’s Bunch The became the eighth WAY IT WAS SUPPOSED TO Tom Brady became the youngest and last of the original AFL franchises BE, WITH A TEAM CALLED quarterback in NFL history to win two to advance to the Super Bowl (XXXIV). Super Bowl rings (Brady was 26 years The Titans did so in their fortieth THE PATRIOTS WINNING ON and 182 days old). In second place is season. The seven others, in order, A SUPER SUNDAY THAT WAS (27 years and 70 days old). were the , Raiders, , , SET UP AS A STAR-SPANGLED Patriots Airlines New England Patriots, , and SHOWCASE TO CELEBRATE The Patriots employed six 767s to fly San Diego Chargers. THE STRONG SPIRIT OF their entire group of players, coaches, —The Tennessean sponsors, family, friends and associates AMERICA AFTER THE to Houston for Super Bowl XXXVIII. Fashion Statement TRAGEDY OF SEPTEMBER 11.” —Boston Globe An estimated 100,000 people—it just —St. Louis Post-Dispatch on XXXVI seems like more, with the bulky head- Super Secret Service gear those types wear—will Super Bowl XXXVI was the first sport- descend on San Diego for the Super Reeves Holds Appearance Record ing event to be tagged a “National Bowl [XXXII]. By comparison, the Dan Reeves participated in more Super Special Security Event,” a designation by Republican National Convention in 1996 Bowls, nine, than any other coach or the Federal Government that makes the drew 30,000, many of whom also sported p l a y e r. Reeves played running back for Secret Service the coordinating agency. unusual hats. the in Super Bowls V —San Diego Union-Tribune and VI, and was a Cowboys assistant The Greater Good coach in X, XII, and XIII. Reeves was “When we watch the Super Bowl, we are Why Roman Numerals? in Denver from 1981 to 1992, able to imagine ourselves being part of The use of Roman numerals to designate leading the Broncos to three AFC c h a m p- something greater than ourselves.” Super Bowls began with V, won by the ionships and into Super Bowls XXI, —Cecilia O’Leary, associate professor of Colts over the Dallas Cowboys XXII, and XXIV. He also coached the history at Cal State-Monterey Bay 16-13 on Jim O’Brien’s 32-yard Falcons in their Super Bowl with five seconds remaining. XXXIII appearance. It’s Now or Never The Roman numerals were adopted “This isn’t anything like the World to clarify any confusion that may occur A Man For All Decades Series. In the World Series, you’ve got at because the NFL Championship Only one person, , has least four or five opportunities that you Game—the Super Bowl—is played in played in Super Bowls in three know you’re going to play. This is a the year following a chronologically different decades. Upshaw, who was one-time shot, man. This is cool.” recorded season. Numerals I through IV inducted into the Pro Football Hall of — were added later for the first four Fame in 1987, played guard for the Super Bowls. Oakland Raiders from 1967 to 1981, and Around the Water Cooler he participated with the AFL/AFC “People watch because they know other It Became Super at Age III champions in Super Bowls II (1968), XI people are watching. They know that The AFL-NFL World Championship (1977), and XV (1981). everybody is going to be talking about it Game was a Packers’ Party its first Quarterback was a the next day.” two years before the Super Bowl tag Super Bowl participant in two decades, —David Stewart, chairman, USC became official at game III. , but also was a member of a team that was marketing department owner of the Kansas City Chiefs, was fas- the NFC champion in a third decade. cinated by the name and liveliness of a Rutledge was on the roster of the Super Extravaganza Super Ball that was a favorite plaything 1979 , who played in Ed Micone, executive vice-president of his children, and was the original Super Bowl XIV (1980), and then he and executive producer, Radio City advocate of the name Super Bowl. played for the in XXI Entertainment, states that the “Super (1987) and the Washington Redskins in XXVI (1992).

126 THE GAME, THE TEAMS, THE PLAYERS

Super Bowl Officiating Assignments Through Super Bowl XL, 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. NFL game officials receive postseason assignments based on their performance during regular-season games. Alfred, Bruce–II, VII, IX Frantz, Earnie–XXIV, XXXI, Markbreit, Jerry–XVII, XXI, Semon, Sid–XXV, XXVIII Ancich, Hendi–XXIV XXXIV XXVI, XXIX Sifferman, Tom–XXXVII, Anderson, Walt–XXXV Gamber, Hugh–V McAulay, Terry—XXXIX XXXVIII, XXXIX Austin, Gerry–XXIV, XXXI, Gierke, Terry–XXI McDonough, John–IV Silva, Fred–XIV XXXV Glass, Bama–XX McElwee, Bob–XXII, XXVIII, Sinkovitz, Frank–XV Baetz, Paul–XXIII, XXVI, Gonzales, Joe–III XXXIV Skelton, Bobby–XXIII XXXII Graf, Fritz–V, VIII, XV, XVIII McKenzie, Dick–XXV, XXVII Skover, Tony–VII Barnes, Tom–XXVIII Green, Scott–XXXVI, XXXVIII Merrifield, Ed–XXVI Slaughter, Gary—XXXIX Barth, Gene–XVIII Grier, Johnny–XXII , Leo–VIII, X, XIX Steenson, Scott–XXXI Baur, Bob–II Haggerty, Pat–XIII, XVI, XIX Millis, Timmie–XXIX, XXXIII Steinkerchner, Mark–XXXVII, Baynes, Ron–XXIX, XXXIII Hakes, Don–XVI, XXX, XXXIII Montgomery, Ben–XXXII, XXXIX Beeks, Bob–XIV, XVI, XVIII, Hamer, Dale–XVII, XXII XXXVIII Steratore, Tony—XXXIX XXI, XXIII Hampton, Donnie–XXVII Morcroft, Ralph–II, VIII Swanson, Bill–XI, XVI Bell, Tom–III, VII Hantak, Dick–XVII, XXVII Morelli, Pete–XXXVI Swearingen, Fred–XIII Bergman, Jeff–XXXI Hayes, Laird–XXXVI, XXXVIII Murphy, George–III Terzian, Armen–XI Bergman, Jerry–XIII, XVI, Hensley, Tom–XIX Musser, Charley–IV, XIV Toler, Burl–XIV XVIII, XXIII Hill, Tom–XL Nemmers, Larry–XXV Tompkins, Ben–XIV, XVIII Blum, Ron–XXIV, XXVI H i t t n e r, Mark–XXXVI, XXXVIII, O’Brien, Bill–X Toole, Doug–XXXII, XXXV Boston, Byron–XXXIV X L Orem, Dale–XXX Trepinski, Paul–V Botchan, Ron–XX, XXVII, Hochuli, Ed–XXXII, XXXVIII Orr, Don–XVII, XXIV, XXVIII Tunney, Jim–VI, XI, XII XXIX, XXXI, XXXIV Holst, Art–VI, XII Paganelli, Carl—XXXIX Ulman, Bernie–I, IX Boylston, Bob–XXI, XXVI Javie, Stan–II, VIII, X, XIV Palazzi, Lou–IV, VII, XI Vandenberg, Ralph–VI Brown, Chad–XXXV Jones, Nate–XXVIII Parker, Walt–III Vaughan, Jack–XX, XXV, XXIX Carey, Don–XXXVII Jorgensen, Dick–XXIV Parry, Dave–XVII Vest, Jack–II Carollo, Bill–XXX, XXXVII Jury, Al–XX, XXII, XXIV, Patterson, Rick–XXXVII, Veteri, Tony–II, VII, XII, XV Cashion, Red–XX, XXX XXVIII, XXXIV XXXIX Veteri Jr., Tony–XXXV Connel, Joe–VI, X, XII Keck, John–XXX Perlman, Mark–XL Waggoner, Bob–XL Coukart, Ed–XXXVII Kelleher, Tom–IV, VII, XI, XV, Phares, Ron–XXVII, XXIX, Wedge, Don–XXII Conway, Al–IX, XIV, XVI, XXII XIX XXXVI Weidner, Paul–XXX Creed, Dick–XXVI, XXX Kessle, Harry–IV Poole, Jim–XXI, XXVII Wells, Gordon–XVIII, XXIII Daopoulos, Jim–XXXIII Knight, Pat–XIII Quinby, Bill–XIX Williams, Banks–XXV DeFelice, Garth–XL Kukar, Bernie–XXXIII, XXXVI Quirk, Jim–XXXII Williams, Dale–XX, XXVI, Demmas, Art–XIII, XVII, XXV, Lane, Gary–XXIII, XXXIII Reader, Jack–I, III XXXVII XXVIII Leavy, Bill–XXXIV, XL Reynolds, Bill–XVII Wortman, Bob–VI, XII Dodez, Ray–XIX Lepore, Cal–III Rice, Bob–XVI, XX Young, George–I Dolack, Dick–IX Lewis, Bob–XIX Rice, Jeff–XXXVI, XXXVIII Zimmer, Steve–XL Dooley, Tom–XV Lisetski, Mike–I Rivers, Sanford–XXXIII Dorkowski, Don–XXXII Look, Dean–XIII, XV, XXVII Sabato, Al–I, VI Douglas, Ray–IX, XII Lovett, Bill–XXXV Schachter, Norm–I, V, X Dreith, Ben–VIII, XV Luckett, Phil–XXXI Schleibaum, Bill–IV Fette, Jack–V, VIII, X, XII, XXII Mace, Gil–XVIII, XXI Schleyer, John–XXXII Fincken, Tom–XXIX, XXXI, Mallette, Pat–XXI Schmitz, Bill–XXXV XXXIV Marion, Ed–V, IX, XI Seeman, Jerry–XXIII, XXV Super Bowl Referees I Norm Schachter XV Ben Dreith XXIX II Jack Vest XVI Pat Haggerty XXX III Tom Bell XVII Jerry Markbreit XXXI IV John McDonough XVIII Gene Barth XXXII V Norm Schachter XIX Pat Haggerty XXXIII Bernie Kukar VI Jim Tunney XX Red Cashion XXXIV Bob McElwee VII Tom Bell XXI Jerry Markbreit XXXV Gerry Austin VIII Ben Dreith XXII Bob McElwee XXXVI Bernie Kukar IX Bernie Ulman XXIII XXXVII X Norm Schachter XXIV XXXVIII Ed Hochuli XI Jim Tunney XXV Jerry Seeman XXXIX Terry McAulay XII Jim Tunney XXVI Jerry Markbreit XL XIII Pat Haggerty XXVII Dick Hantak XIV XXVIII Bob McElwee

127 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 “Taking the Super Bowl to more cities state of Georgia, according to a study released by Georgia State University of represents a couple of things. Number Atlanta. Highlights of the study, jointly funded by the Atlanta Sports Council one, the recognition that the game is a and the NFL included: tremendous asset to the community and • 94,000 people visited metropolitan Atlanta and Georgia for the Super Bowl and the impact of the game goes way beyond related activities. football and can be a positive for the • Atlanta received $215 million of the total $292 million economic impact. entire tourism and travel economy of • Of the 72,625 spectators attending Super Bowl XXXIV, 65,250 were out-of-town many, many different cities. And visitors. secondly, it reflects the fact that so many • A total of 29,362 fans visited Georgia but did not attend the game. cities have invested public monies, either • The average visitor spent $350 per day. in total or in part, to build new stadiums • 87 percent of visitors stayed in hotels. and, in those circumstances, our • $48.72 was spent by the average fan for food, beverages, and souvenirs at the ownership has felt it’s important to game. support those investments with the • Corporations spent $11.2 million in Atlanta during Super Bowl week. Super .” • Media companies spent $6.5 million covering the Super Bowl. —Former NFL Commissioner Paul Tagliabue only a handful of cities can say. There Does It Get a Trophy, Too? “Sales have been nothing short of are two ways to look at it. One from the “The Dallas Cowboys beat the Pitts- amazing. We’ve broken every record in economic impact, which is obvious and burgh Steelers on Super Sunday, but 31 years (of business), hitting numbers definitely very beneficial for the city. the real winner of Super Bowl XXX was that we only dreamed of.” The second one is it gives them an the state of .” —, owner of Jacksonville incredible selling tool to go out and help —Arizona Governor Fife Symington Beach’s Sports Mania store on sales make money for the upcoming years.” during Super Bowl XXXIX —Chris Smith, chief strategy officer They Play a Game, Too of The Marketing Arm “Today’s Super Bowl XXXII is the Small Businesses Benefit world’s premier corporate musical, the 125 small businesses registered with the Many Happy Returns ultimate production in an entertainment NFL for Super Bowl XXXIX. They were “Economic impact is one reason the marketplace created and hyped by projected to eventually get $1.8 million Super Bowl is so widely sought. For a multinational capitalists run amok.” in work from the event. $3.6 million investment to put on the —San Diego Union-Tribune — Times-Union game, a metropolitan area stands to net tremendous returns over a substantial And Tigger, Too Super XXXVIII Host period of time. Any investment which “With the Super Bowl, we’re like Winnie The Houston Super Bowl XXXVIII Host garners a 5,000 percent return is a pretty the Pooh in a vat of honey. If we had a Committee and the NFL estimated that sound business move.” chance to host it every year, we would…. the week’s Super Bowl festival produced —Charles Scurr, president of the South This is a sophisticated tourism market, a $250 million to $300 million economic Florida Host Committee (XXIX) and it’s hard to find events like the impact for the city. “The reality is this is an absolutely tremendous plus [for Houston],” said Closing the Deal Harris County Commissioner Steve Radack. “When they see Reliant “NEARLY A HUNDRED THOUSAND PEOPLE JOURNEY TO Stadium and all the behind-the scenes, it is going to be catalyst for others to take a THE [SUPER BOWL] AND MILLIONS WORLDWIDE TUNE closer look at Houston.” IN EACH YEAR TO WATCH HOURS OF COSTLY ADVERTISEMENTS

Super Profits AND FANTASTIC HALFTIME SPECTACLES…SOMETIME BEFORE “The Super Bowl is 25 to 30 percent of THE BIG KICKOFF IN ATLANTA [SUPER BOWL XXVIII], SEVERAL your profit for a year. It means an awful lot to us.” CORPORATIONS COLLECTIVELY SPENT SOMEWHERE —Jerry Anderson, General Aviations IN THE NEIGHBORHOOD OF $3.7 BILLION TO HAVE THEIR operations manager NAME ATTACHED TO THE SUPER BOWL, AND SPONSORSHIPS Super Impact on Hosts LIKE THAT CAN’T GO UNRECOGNIZED.” “You land that Super Bowl and all of a —Special Events Magazine sudden you’re a Super Bowl city, which

128 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 Owning Part of History the quintessential opportu- 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 Denver Broncos when they won their Florida. chairperson for the 1992 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 Some 10,000 NFL-licensed items—many restaurants buy from South Dade did—take years. And it 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 years, the NFL has sent its surplus • San Diego (1988) $136 million total have on a state’s economy, 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 According to USA Entertainment, impact, $90 million indirect. lion is likely to be spent in a 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 previous biggest seller. going to realize some very healthy num- but no less significant. Savvy —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 Patriots’ Pro Shop at 7:30 a.m. to buy 1995 game would bring as much as a the area as a positive destina- 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

129 ECONOMIC AND MARKETING IMPACT

Cheeseheads Unite Hungry Fans The Super Bowl XXXI Champions video The Hostess bakery in Salt Lake City, 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 Lombardi 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 southern California. Goldenberg game. expected to sell more than 500 big screens—at $1,400 • The NFL held more than 40 charitable events in San Diego to $4,800—between Friday and Sunday. That’s about in the weeks preceding Super five times more than a typical weekend. Couches and Bowl. • As part of the first-ever Super recliners also see sales bumps Super Bowl week. “Some Bowl Latino Leadership people buy home entertainment centers hours before Initiative, the NFL donated more than $300,000 to the the game,” said Edward Gilligan of Levitz Fu r n i t u r e . Latino communities of San —USA Today Diego and Tijuana, .

130 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 33 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 10,717.50 Down Patriots, AFC 2006/XL Steelers, Old NFL * incorrect

131 TELEVISION-RADIO/ADVERTISING TELEVISION- Why Do You Watch? Why do you watch the Super Bowl? “FOR MARKETERS, RADIO/ADVERTISING • 92.1%—For the game • 5.6%—For the commercials THE SUPER BOWL IS THE “The Super Bowl by far provides the • 0.9%—For the halftime show OSCARS OF ADVERTISING. largest audience any advertiser can reach • 0.3%—Peer pressure at one time.” • 1.2%—I don’t watch the Super Bowl IN ADDITION TO BEING —Nicole Bradley, spokesperson THE MOST-WATCHED TV for Pepsi-Cola Nationwide Celebration Once again affirming Super Bowl SHOW EACH YEAR, IT “There is no more mainstream advertis- Sunday as a nationwide celebration, ing vehicle in the United States than the FOX’s coverage of Super Bowl XXXIX APPEALS TO ALL Super Bowl.” was seen by far more people than voted DEMOGRAPHICS.” —Matt Ferguson, Careerbuilder’s in the 2004 Presidential election (122 —USA Today Chief Executive million) or went out to celebrate New Year’s Eve (106 million). “We’ll get about 100,000 visitors, more High Definition Super Bowl than 100 million U.S. television viewers, Super Bowl “Turf Cams” This [XXXVIII] was the first “high- and a potential worldwide audience of For Super Bowl XXXIX, FOX deployed definition” Super Bowl, with the entire about 1 billion watching the Super Bowl “turf cams” in various positions on the game and pregame show shot with HD broadcast.” playing field, all within the hashmarks. cameras. All replays were shown with the —Florida Times-Union It was the first time such images were newest digital replay machinery. available during an NFL telecast. “For one moment, for three hours, the —USA Today Tuning In world watches America in awe. I could In Houston, Super Bowl XXXVIII had a die happy on Monday for me to be in- SB XXXVIII Most-Watched Ever 51.4 rating and 73 share on KHOU volved in a Super Bowl production on What can get 144 million Americans to (Channel 11), the fifth-highest rating in Sunday.” do the same thing on a Sunday? Only the the country and the fourth-highest rating —, FOX Sports president Super Bowl. This year’s game attracted a in history for a Super Bowl host city. U.S. audience of 144.4 million, making it Kansas City, despite not having a team Tuning Into Super Bowl XXXIX the most-watched program in television involved in the Super Bowl, was No. 1 The 133.7 million Americans that history. The 10 most-watched shows in among Nielsen’s 55 metered markets watched at least part of Super Bowl TV history are Super Bowls. Super Bowl with a 57.2 rating (71 audience share). XXXIX on FOX ranks as the sixth-most XXXVIII earned a 41.4 national rating Boston checked in at No. 4 with a 52.2 watched program in television history, with a 63 share. It was the fourteenth rating but a whopping 78 share, meaning and eclipses Super Bowl XXXVI consecutive year that the Super Bowl four out of every five sets in use were (133.0 million) as FOX’s most-watched earned a 40.0-plus rating. Approximately tuned to the game. The game, with program in the network’s 19-year history. 40 million women watched the New 2,922,000 viewers, was the most-watched England Patriots’ victory. Patriots game in the Boston market. 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 February 1, 2004 CBS New England Patriots vs. 144,400,000 Super Bowl XL February 5, 2006 ABC Pittsburgh Steelers vs. Seattle Seahawks 141,400,000 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. Pittsburgh 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

*Watched some portion of the broadcast

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The Troops Tuned In lion of its broadcast media value during The Game Within the Game Exhausted U.S. troops watched Super Super Bowl XXXVIII from its naming The Super Bowl brings to a boil the com- Bowl XXXVIII at Saddam’s former rights deal for Reliant Stadium. The esti- petitive and creative juices of just about palace when the game kicked off at mated three minutes and 41 seconds of everyone, be they a coach, player, fan, or 2:25 a.m. Iraqi time. The troops had to exposure was generated from 0:50 of ad director. The NFL, television, and walk a half-hour from their living quar- exterior signage, 0:31 of scoreboard advertising had been a winning trifecta ters in a steady rain to watch the game. signage, 0:13 of on-screen graphics and throughout the post-World War II era. The game between the New England 11 verbal mentions. The rate was based But Super Bowls lifted this success to a Patriots and the Carolina Panthers on the reported $2.25 million cost of a much loftier level. Then came Super provided a welcome diversion and a 30-second ad. Bowl XVI. slice of home for many of the more than —Front Row Marketng Services San Francisco fans recall XVI as the 100,000 U.S. soldiers stationed in Iraq, first of the 49ers’ five NFL champion- where deadly bombings, shootings and Super Brand s h i p s . mortar attacks are a daily occurrence. “Super Bowl, super sport, super brand. Television and advertising people “It makes me homesick to watch here, The NFL is the dominant sport in the recall the socko rating: 49.1—the highest but my soldiers wanted to see the game,” United States today. The Super Bowl will ever for a live television event. A fluke? said Sgt. Lee Fleming, from Buffalo, be watched on television in more than H a r d l y. Super Bowl XVII between Miami N.Y. “It builds up their morale.” The 40 million households, more than three and Washington hung up a 48.6 rating. game was broadcast live from Houston times the audience that watched the In fact, eight of the 15 top-rated shows on the American Forces Radio and World Series and six times the audience in television history are Super Bowls, and Television Service to battalion head- that watched last year’s National the top 10 most-watched shows of all quarters across Iraq. Association finals. The eye- time are all Super Bowls, according to — ball gap is almost as big during the regu- A.C. Nielsen. lar season....No matter how the game High Energy comes out on Sunday, the one guaran- Super Bowl—Part of TV’s Golden Era Sports marketing and research firm teed winner will be the NFL.” “The Super Bowl matters, and not just to Front Row Marketing Services estimates —Boston Globe the teams playing for the championship. that Reliant Energy received $16.5 mil- It is the last vestige of network television’ s golden era, a time when millions of peo- Super Bowl XXXV Telecast by the Numbers ple gather to watch the same program.” —Houston Chronicle CBS used the following hardware to televise Super Bowl XXXV, The Super Bowl Today, and HDTV broadcast from in Tampa: Super Bowl Advertising The appeal of advertising in the Super Super Bowl XXXV Game Coverage Bowl comes from reaching attentive • 83,000 feet of cable • 1 jib consumers, who are of increasingly • 17 hard cameras • 3 Chapman sideline vehicles important value, marketers say, as the • 4 hard super slo motion cameras • 2 Digibeta tape machines television landscape undergoes wrench- • 4 cabled handheld cameras • 5 EVS super slow motion tape ing alterations. “At the affluent end of • 2 RF handheld cameras devices the market, our customers have so many • 1 umpire camera • 2 EVS edit devices media choices, like the Internet, DVD’s • 2 goal post remote-controlled cameras • 2 profiles and 500 channels,” said Mark LaNeve, • 1 blimp • 1 Infinit general manager of the Cadillac • 1 unmanned POV camera (beauty • 2 SGI of in Detroit. “But they shot) • 8 parabolic RF microphones take time out of their lives for ‘big event’ television like the Super Bowl, one of the The Super Bowl Today few properties that exist today where • 3 hard cameras in studio configuration • 8 Digibeta tape machines people are still watching the commer- • 7 cabled handheld cameras (2 on jibs) • 1 EVS edit device cials. It would be incredibly inefficient if • 2 RF handheld cameras • 2 profiles you did all your media buying this way, • 7 ENG cameras • 1 SGI and every year we ask if the Super Bowl • 1 Crow’s Nest (pirate ship) remote- • 2 Pinnacle Dekos makes sense. So far, it has.” controlled camera • 3 roving uplink trucks in addition —New York Times • 3 remote-controlled cameras to site transmission (2 at team • 2 jibs hotels, 1 for beauty shots) A Cultural Phenomenon “The Super Bowl gets to be more of a Super Bowl XXXV HDTV Broadcast cultural phenomenon every year. It’s a • 6 hard cameras • 1 profile great place to launch something.” • 2 handheld cameras • 1 SGI —Len Short (executive VP for brand • 6 HD cam tape machines • 1 Pinnacle Deko marketing at AOL) on advertising during the Super Bowl

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Happy Super Bowl! Viewer Friendly “THE SUPER BOWL IS THE “What really drives the ratings is the fact “The networks want the crown jewel. It’s that it is a true national holiday.” a property they can use to sell ONE TIME OF THE YEAR WHEN —CBS Sports president Sean McManus themselves.” THE VIEWERS LOOK FORWARD —Keith Bruce, director of sports TO THE COMMERCIALS. IT’S Super Bowl Revenue Record marketing, Foote, Cone & Belding “FOX TV network and stations gener- A ONE-OF-A-KIND EVENT ated up to $190 million in gross revenues Highest-Rated TV Program REACHING EVERYBODY: MEN, on Super Bowl [XXXIX] Sunday, setting SuperBowl.com explains, “The Super WOMEN, CHILDREN, AND a single-day revenue record for any Bowl, the NFL’s championship game, is network.” annually the nation’s highest-rated TV PETS. IF YOU’RE TRYING —Electronic Media program and the most-watched single- TO STAND OUT, IT’S THE day sporting event.” PLACE TO BE.” Prom Night “Super Bowl Sunday is the day the —Jon Mandel, Mediacom advertising business faces itself. If we’re Super Ad Rate about inventing desire, then it’s the most Price for 30-second commercial High Stakes significant prom, and the king and XL 2006 $2,400,000 On Super Bowl Sunday, the stakes are queen had better exude sex appeal.” XXXIX 2005 $2,300,000 huge. The world’s most powerful mar- —Marian Salzman, Young & Rubicam XXXVIII 2004 $2,200,000 keters spend well over a combined $100 XXXVII 2003 $2,100,000 million on Super Bowl airtime—all hop- Not Afraid to Look XXXVI 2002 $1,900,000 ing to present the one knockout commer- “When you go to a focus group, people XXXV 2001 $2,100,000 cial that folks nationwide talk about always say, ‘I never watch the ads.’ But XXXIV 2000 $1,900,000 around the water cooler the next day. the Super Bowl is the only program XXXIII 1999 $1,600,000 Marketers hope that office buzz about where people are proud to say they XXXII 1998 $1,300,000 Super Bowl ads evolve into brisk sales. watched the ads.” —USA Today —David Blum, Eisner & Associates XXXI 1997 $1,200,000 XXX 1996 $1,085,000 Advertising Bonanza Instant Exposure XXIX 1995 $1,150,000 “The Super Bowl is uniquely American. A Super Bowl ad is unlike any other. It XXVIII 1994 $900,000 For us, it is the biggest show in America.” can catapult a company from obscurity XXVII 1993 $850,000 —Mark LaNeve, to household-name status. For estab- XXVI 1992 $850,000 Cadillac’s general manager lished brands, the spot has helped create XXV 1991 $800,000 new images or buzz. XXIV 1990 $700,000 Super Bowl XXXVI —Brill’s Content Magazine XXIII 1989 $675,000 XXII 1988 $645,000 Fun Fa c t s More on the Ad Game XXI 1987 $600,000 “It’s the advertising championship. No XX 1986 $550,000 • 30-second ads during game: matter what you are selling, you know XIX 1985 $525,000 approximately 60 buyers from every category are out there XVIII 1984 $368,000 • Average cost: $1.9 million watching the game.” XVII 1983 $400,000 —Jerry Della Femina, • FOX cameras used during game: XVI 1982 $324,000 advertising executive 27 (regular season: 12) XV 1981 $275,000 XIV 1980 $222,000 • FOX tape machines: 18 (10) Quality Time XIII 1979 $185,000 • Length of audio, fiber-optic, and It [the Super Bowl] is now about the XII 1978 $162,000 video cable used to hook the game only time America sits down together to XI 1977 $125,000 into FOX’s telecast: 125,000 feet watch television. X 1976 $110,000 —Advertising Age • FOX staffers working the game: IX 1975 $107,000 VIII 1974 $103,000 250 Women’s Favorite, Too VII 1973 $88,000 “Women watch the Super Bowl more • Sold-out hotel rooms in VI 1972 $86,000 than the championship of any other male New Orleans metro area: 30,000 V 1971 $72,000 sport. An estimated 57 million women • Additional tourists expected watched Super Bowl XXXII, [which was] IV 1970 $78,000 during Super Bowl week: 125,000 about 40 percent of all viewers.” III 1969 $55,000 • Mardi Gras parades that had II 1968 $54,000 to be rescheduled because of I 1967 $42,000 Super Bowl: 6 Source: NFL Research (rates are set by the networks, not by the NFL).

134 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 N.Y. JETS/Baltimore IV 1969 Jan. 11, 1970 CBS 39.4 69 23,050 59.2 KANSAS CITY/Minnesota 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/L.A. 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/Cincinnati 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 L.A. 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 N.Y. 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 N.Y. 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/N.Y. 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 XL 2005 Feb. 5, 2006 ABC 41.6 62 45,850 141.4 PITTSBURGH/Seattle 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

Advertising Bonanza with print ads, promotions, online cam- Lights, Camera, Action The Super Bowl is typically the biggest paigns and publicity—at a cost of tens of ABC used 40 cameras at Qualcomm day of the year for advertising as well as millions more —all intended to stimu- Stadium for Super Bowl XXXVII, for football, as marketers spend an esti- late viewership levels that sometimes including one robotic camera fixed on mated $150 million to $200 million to climb to as high as half the American each goal line, one remote camera on run commercials before, during and after population. each goal post, “Ump Cam” on the the game. Those spots are supplemented —New York Times umpire’s cap and “Sky Cam,” which was

135 TELEVISION-RADIO/ADVERTISING

suspended above the playing field. There (52.7), followed by Pittsburgh (51.5), were 31 control trucks, mobile units and Denver (50.8), and Buffalo (49.8) in the THE FIRST “MILLION-DOLLAR office trailers parked outside the top five. The Super Bowl XXXVII MINUTE” IN TELEVISION stadium. Twenty miles of camera and telecast was the highest-rated show for ADVERTISING OCCURRED microphone cable was used, and more the week in all 55 Nielsen-metered than 300 people worked the game for markets. DURING SUPER BOWL XIX. ABC. Super Bowl XXXVII was broadcast THE PRICE TO AN ADVERTISER in HDTV as ABC used seven high- And the Oscar Goes to… FOR A 30-SECOND SPOT ON definition cameras. the Super Bowl —San Diego Union-Tribune The Trophy vs. Oscar? NBC’S TELECAST OF SUPER It’s no contest. Among women of all ages, BOWL XXVII WAS ALMOST Over the Air according to Nielsen Television Ratings, $900,000…OR CLOSE TO The CBS Radio/Westwood One broad- the results are in and the Super Bowl is cast of Super Bowl XXXVII was heard the big winner. $30,000 PER SECOND. on more than 575 domestic stations and in more than 170 countries and ships at Super Bowl XXXVII: 38,297,000 $1.2 million. It returned to the Super Bowl sea on the American Forces Radio 2002 Academy Awards: 25,793,000 in 1998, and the commercial led to a 1,700 Network. SB Advantage: +48% percent increase in visits to its website after halftime. Purchase-request activity Among Women 18-34 Super Bowl Plays to Big Ro o m was up 104 percent after halftime, and up Super Bowl XXXVII: 9,418,000 The Super Bowl “is the biggest audience 78 percent postgame. 2002 Academy Awards: 5,088,000 you can reach at a single time in the world.” —Miami Herald SB Advantage: +85% —Pat Fallon, Chairman of Fallon Advertising Agency Among Women 18-49 Tuned In Super Bowl XXXVII: 20,416,000 Nielsen reported that 44.1 percent of Air Time 2002 Academy Awards: 12,151,000 Miami-Fort Lauderdale homes with tele- During the week of Super Bowl XXXIII, SB Advantage: +68% vision sets watched Super Bowl XXIX on ESPN used a staggering 33 announcers Channel 10, making the game the high- to fill more than 150 hours on the main Among Women 25-54 est-rated sporting event on south Florida network, ESPN2, ESPN News, and Super Bowl XXXVII: 19,946,000 television in the , according to local ESPN Radio. 2002 Academy Awards: 13,298,000 TV researchers. —Miami Herald SB Advantage: +50% —Miami Herald

Don’t Change the Channel Have No Fear, U2 is Here Radio Daze The Super Bowl XXXVII halftime show Nielsen estimates that more than seven Forty-seven radio stations are originat- drew a 40.1/61 rating on ABC and held times as many viewers (82.5 million ing sports call-in shows from the lobby of 97 percent of the previous quarter hour’s versus 11.5 million) were watching the the Regency in downtown Miami audience. The halftime show far out- Super Bowl Halftime Show featuring U2 this week. At the 1986 Super Bowl, there rated the competition, easily beating the than the scantily clad Playmates on were just five stations, and only 18 in 2.5/4 that the special “Saturday Night NBC’s Fear Factor. 1993. Live” received on NBC. —Daily Variety Gotham —Miami Herald, Super Bowl XXIX, 1995 Record Boston Market A Word From Our Sponsors Super Bowl XXXVI was the most- The countdown was on. Board rooms NFC Loves ABC watched program in Boston television buzzed. Computers hummed. Story With the Buccaneers victory in Super history. The Boston market produced a boards shuffled. The goal: Win the Super Bowl XXXVII, the NFC is now 7-0 in 56.1 rating and 78 audience share, mean- Bowl ad game. Super Bowls broadcast on ABC. ing a Boston-record 1.3 million homes It is generally agreed that Super Bowl and a projected 3.1 million viewers were XVIII brought to more than 100 million watching. viewers the landmark commercial that TV TIME OUT —Boston Globe launched the annual Ad Bowl. It was the The average price for a 30-second 1984 spot created by Chiat/Day of Los commercial airing during the 1995 Super Bowl [XXIX] on ABC topped Super Ratings Angeles, which introduced Apple Super Bowl XXXVII was, at the time, Macintosh computers. the $1 million mark for the first the most-watched television program in time…The Super Bowl is still the only place an advertiser can reach a large history with 138.9 million viewers. New Wave Ten local markets pulled ratings for The first Internet company to advertise target audience all at once. You can bet Super Bowl XXXVII in the 50.0 range, during the Super Bowl was Au t o b y t e l . c o m . an ad on the Super Bowl is going to be including the top market of the day, San The Irvine, California, car dealer had been seen by a company’s customers, Diego, which had its highest Super Bowl in business for about two years when it competitors, and its employees. —USA Today rating ever (53.9). Tampa was second bought an ad in the 1997 Super Bowl for

136 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 Super Bowl XXXIX Broadcast in from the stadium: Dutch, English, Scores of United States 31 Languages French, German, Italian, Japanese, Marines stayed up all night Super Bowl XXXIX was broadcast in the Portuguese, Russian and Spanish. following 31 languages: Arabic, Basque, at an American military Cantonese, Catalan, Danish, English, ’s Watching Farsi, Faroese, Filipino, Finnish, French, The game was broadcast live on Central base in Kuwait to watch Galician, German, Greek, Greenlandic, Television’s cable sports channel, Hindu, Hungarian, Icelandic, Italian, CCTV-5. The estimated audence: the Super Bowl [XXV]. Japanese, Korean, Mandarin Chinese, 300 million. “It’s not just the sport. It’s The Marines, all members Norwegian, Polish, Portuguese, all about American culture,” said Romanian, Russian, Serbian, Spanish, Michael Lu, a buying manager for a local of the 45,000-strong 1st Swedish, and Thai. sportswear company. For the first time, a crew from China was among the 14 tele- Marine Expeditionary Record International Advertising Rates vision and radio stations from 10 coun- For Super Bowl XXXIX, Global TV in tries broadcasting the game [XXXVIII] Force based in Camp Canada charged a top rate of $110,000 on site from Houston. Pendleton, California, held for a 30-second Super Bowl ad, a record —Associated Press for a Canadian sports broadcast. up banners, smiled, SuperBowl.com International “FOOTBALL—ESPECIALLY laughed, sang, applauded Cybercast Super Bowl XXXIX was cybercast in THE SUPER BOWL— and painted their faces. six languages on SuperBowl.com, the REPRESENTS THE SOUL More than 5,000 Super NFL’s official website. The game was cybercast on the site in Danish, German, OF AMERICA TO THE FRENCH. Bowl programs were sent Japanese, Mandarin Chinese, Russian, IT’S A LIVE SPECTACLE and Spanish. by the NFL overseas to the AND DRAWS A BIG How Do You Say “Touchdown” AUDIENCE EVEN WITH THE troops. In Chinese? —USA Today Philadelphia Eagles tight end Chad TIME DIFFERENCE.” —Enrique Shutany, Canal+/ Lewis provided color analysis on the first-ever Chinese Super Bowl TV World Hooked on Super Bowl broadcast alongside a play-by-play “Perhaps the best Super Bowl [XXXVIII] partner he had never met and only knew The World Tunes In ever played. And that, ladies and gentle- as “Mr. Han.” “I’ve never even broadcast In the , more than one men, is why a couple of billion people a game in English, not even a junior high million viewers tuned in to watch the around the globe are hooked on the game,” Lewis said. “So to broadcast the Super Bowl on either Channel 5 or sport. The greatest quarterback duel the Super Bowl in Mandarin Chinese is BSKYB. In Canada, Global TV recorded title game has ever seen. What they all really something. I’m studying as much a peak audience of 9.8 million viewers, did, Patriots and Panthers alike, was ele- vocabulary as I can, listening to tapes, plus more then 1.7 million RDS (French vate sport into something noble.” trying to get the accent right.” language) viewers. , Mexico’s top —Boston Globe —Philadelphia Daily News network, posted a 7.8 rating, up 38 percent from previous year. In addition, Oh, Canada... “THE SUPER BOWL REMAINS more than 36 million watched Super In Canada, Super Bowl XXXIV went Bowl XXXVII highlights and the head-to-head with the Genie Awards— ONE OF THE MOST EXCITING halftime show live on Globo Television, the Canadian equivalent of the Academy TELEVISION SPORTS EVENTS ’s number-one network. Awards. Because viewers tuned to the Super Bowl by more than an 8-1 margin, OF THE YEAR…[AS] MILLIONS North of the Border this year’s Genie Awards were moved to OF PEOPLE AROUND EUROPE Super Bowl XXXIII attracted an average Monday. WILL BE…STAYING UP of 3,399,000 viewers, the largest Super —New York Times Bowl audience in Canadian TV history THROUGH THE NIGHT TO and five percent higher than the …You’re Looking Live WATCH THE GAME.” previous year. According to ABC announcer Brent — commentator —Toronto Star Musburger, “The Super Bowl is global Nick Halling theater.”

137 INTERNATIONAL MEGA EVENT

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

International Broadcasters made Super Bowl XL available to an estimated audience of 1 billion in 234 countries and territories. (Listed in alphabetical order below)

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

138 MEDIA/INTERNET Super Bowl XXX: Six Million Hits THE NFL HELPED MEDIA/INTERNET SuperBowl.com was the most successful “The Super Bowl is one of the most website in the short history of the ADD A WRINKLE TO SPORTS important media events in American Internet. With more than six million hits culture.” on game day (January 28, 1996), it gener- HISTORY WHEN IT ALLOWED —Robert Hanson, Levi’s ated the most traffic any sports site had FANS TO HELP DECIDE sustained in a single day. SB XXXIX Draws THE SUPER BOWL XXXV Record Internet Traffic Credential Crush There were 338 credentials issued to MOST VALUABLE PLAYER SuperBowl.com posted record numbers members of the media at Super Bowl I in BY VOTING ONLINE for Cadillac Super Bowl MVP voting Los Angeles. For recent Super Bowls, the and fan usage. A record 2.2 million NFL has issued an average of 3,100 ON SUPERBOWL.COM. unique users logged on to media-related credentials, depending on SuperBowl.com on Super Bowl the requirements of the originating Sunday—up from 2 million for Super television network. Online Sales Hot Bowl XXXVIII. $2.2 million worth of Patriots’ merchan- Beginning in the fourth quarter, fans SuperBowl.com Attracts 1.18 Million dise was sold through NFLShop.com the cast a record 468,818 votes for the SuperBowl.com again lived up to its week after Super Bowl XXXVI, the Super Bowl MVP, surpassing last year’s billing as the premier site for fans to largest-ever seven-day sales period for mark of 440,937. Fan votes counted 20 experience the world’s largest sporting the online merchant. percent (four votes) with another 16 event by drawing 1.18 million unique —Sports Illustrated and on-site media members representing users, a 58 percent increase over the Sports Business Journal the other 80 percent. Fans voted for the 745,000 unique users for Super Bowl Cadillac Super Bowl MVP via XXXV. Super Bowl Impact Unsurpassed SuperBowl.com, FoxSports.com, and “In terms of reach and impact, there’s by wireless devices. Boston Uncommon nothing like the Super Bowl.” The four fan votes were distributed Boston.com recorded more than six —Mike Sheehan, the president of as follows: million page views by 6 p.m. on Monday, Boston ad agency Hill Holiday Patriots QB Tom Brady 2.5 votes February 4, 2002, as fans posted tributes Connors Cosmopulos, on advertising Patriots WR 1.0 vote on message boards, read articles from during the Super Bowl Eagles QB Donovan McNabb 0.5 vote Boston Globe columnists and cast their votes for the greatest season in New Super Bowl Media Frenzy England sports history. 13,567 accredited members of the media —Boston Globe INTERNET covered Super Bowl XXXIX. Monday’s Sales Probably Were AD BLITZ In the Spotlight Pretty Good, Too Hosting a Super Bowl [XXXVIII], which The 1994 Super Bowl was a boon to the For Super Bowl has evolved into a pop culture phenome- city of Atlanta and to the Atlanta Journal- non, (and by the way there is a game, Constitution. The paper reported circula- X X X I V, 17 of too) has become a sought-after market- tion of 747,929 on Super Bowl [XXVIII] ing tool. No one underestimates media Sunday, the best-ever numbers for the the 60 ads during impact. From the season-long buildup to Sunday edition. reach the big game in Houston to post- —Editor & Publisher card-like scenes of the city to tales of the broadcast unbridled hospitality, the Super Bowl Start the Presses city is always in the spotlight. On January 24, the Miami Herald ran the were bought —Fort Worth Star Telegram first of 12 special sections, the largest of which was a 14-page tab on Super Bowl by Internet Reporting Live Sunday. The Herald bumped up the press Tom Brokaw was in his seat a full three run for each day of the special sections c o m p a n i e s , hours before Super Bowl XXX. “I’m an by 40,700-50,000 copies, with the largest event guy,” the NBC News anchor said. bump of 80,000 on game day. The compared with “This is great...I have watched this thing Herald’s regular daily circulation is [the Super Bowl] grow up. It’s amazing.” 350,000, with 477,000 on Sundays. 1 for Super Bowl —Arizona Republic XXXI in 1997.

—Atlanta Journal-Constitution

139 /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 —, Pittsburgh Steelers 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.

140 SUPER BOWL WEEK—PREGAME, HALFTIME & POSTGAME EVENTS

What an (NFL) Experience SUPER BOWL Spreading over more than 800,000 square “SUPER BOWL XXXVI WEEK—PREGAME, feet, the NFL Experience featured more SURPASSES THE OTHERS HALFTIME & than 50 interactive games and activities that together added up to a huge football BECAUSE OF WHAT HAPPENED POSTGAME EVENTS theme park that gets bigger and, accord- ing to the NFL, better every year. ON THE FIELD, AND OFF IT.” Super Helpers —Houston Chronicle —New York Times More than 9,500 of Jacksonville’s 1.2 million residents volunteered to Pregame Praise help at Super Bowl XXXIX. Super Bowl XXXVIII provided America The Place to Be —Florida Times-Union with another reason to celebrate Sunday, Super Bowl Week brought to the Valley but not until the National Football more celebrities, more entertainment, Media Day Covered Worldwide League remembered Houston’s fallen more limousines, and more parties than 1,000 international reporters attended heroes. In an emotional pregame tribute ever before....More than 3,000 visiting Super Bowl XXXIX Media Day at that tugged at the hearts of a juiced-up journalists filed more than 10 million ALLTEL Stadium. crowd, the seven Columbia astronauts words during Super Bowl Week about who lost their lives a year ago February 1 the goings-on in our town. Lending a Super Hand were honored in the hometown of the —Arizona Republic Thirty [thousand] to 40,000 pounds of Johnson Space Center. Super Bowl XXX, 1996 food prepared during Super Bowl week —USA Today winds up in food banks, churches, and It’s a Super Week soup kitchens. A Moving Spectacle “I think the Super Bowl hosted by San —New York Times “If there was a more moving spectacle Diego in 1988 [XXII] set in motion the during a Super Bowl telecast, I don’t type of event we’re now hosting. In 1988, Super Bowl XXXVIII Main Event remember it. But I’ll likely remember we were the first city to feature corporate The Main Event, the Host Committee’s Bono bouncing around the oval stage at tents, a concert series, and a public fire- effort to bring people together for a Super Bowl XXXVI for years to come.” works display. That helped change the downtown party, was a huge success, —New York Post focus…from the game to a much more drawing at least 100,000 on Friday night expanded public event.” and an estimated 150,000 on Saturday. America’s Heroes Honored — Nichols, executive director, —Houston Chronicle “The [Super Bowl XXXVI] entertain- Super Bowl XXXII Host Committee ment was a show that was as flag-waving, BROAD STRIPES, BRIGHT STARS h e r o -thanking, sentimental, loud and What an Experience ethnically diverse as possible—some- The one day NFL Experience attendance An American flag that thing that reflected the mood of the record was set the day before Super Bowl c o u n t r y. ” XXXVII as 60,177 fans visited the survived the collapse of —Boston Globe interactive theme park presented by AOL, on Saturday, January 25, 2003. the World Trade Center’s The Champions Are Honored Twin Towers on Two years ago, we thought it just Halftime is Intense couldn’t get any better than this— “It’s amazing, all the reporters, all the September 11 was a day of such unmitigated joy and good workers, all the volunteers, all the people. featured during the spirits that it could never be repeated. What a spectacle. Look at us, we’ve got But yesterday’s celebration for the NFL’s 1,000 people and we’re cramming them singing of the National Super Bowl [XXXVIII] champion Pat- into a 10-minute show. Ten minutes, can riots topped it all....That this community you imagine that? The preparation is Anthem of Super Bowl got to share it with them is a gift we can intense. Everything is laid out to the last [XXXVI] Sunday. never repay and never, ever forget.” second. I just look around and say, ‘T h a n k —Boston Herald God I’m not the choreographer. ’ ” —Smokey Robinson, on the A Lasting Impression Super Bowl XXXII Halftime Show Houston Gets Two YET Centers “When all the hoopla is over, when the The NFL has established YET centers in teams have gone home, and when we all Show of Force each of the Super Bowl host cities for the go back to doing what we ordinarily do, “To add some excitement and to show last 10 years. The league funded two of the there will remain in this community a the American taxpayer and those in centers in the same city for the first time facility to serve the constructive needs of other nations our air power…it’s an [at Super Bowl XXXVIII]. The NFL sup- young people well into the next century.” incredible opportunity.” plied up to $2 million for the construction —Dr. Herb Carter, President, United —Maj. Eric Schnaible, Air Force and administration of the centers. Way of , discussing spokesman, on the flyover —Houston Chronicle NFL Youth Education Towns before Super Bowl XXXII

141 SUPER BOWL WEEK—PREGAME, HALFTIME & POSTGAME EVENTS

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

142 STATISTICS

8,000 passengers arrive on 100 flights. Super Demographics STATISTICS Many airlines switched to larger jets for According to the Associated Press, 80 Super Host City the Super Bowl crowds. percent of Super Bowl ticket holders are According to a SurveyUSA poll: in executive, management, professional, • 75% of adults from the city of …and Left or sales positions; 35 percent attend the Jacksonville thought the city did a The city’s airport had its busiest day ever game on corporate expense accounts; 27 good job as host city for Super Bowl when more than 25,000 passengers percent own their own companies; 25 XXXIX. flooded its gates the day after the game. percent are corporate officers; and 22 • 90% of adults would like to see —Florida Times-Union percent are on boards of directors. Jacksonville host the Super Bowl again. Air Show At the Stadium • 61% of adults went to Super Bowl- and Tom Brady each • There were 15 buses used for special related activities on the First Coast. passed for more than 300 yards in Super groups at Super Bowl I; 150 buses at Bowl XXXVIII. Only two other quarter- Super Bowl VII; and 1,100 buses and backs in Super Bowl history have thrown 500 limousines at Super Bowl XXI. for more than 300 yards in the same • 60,000 game programs were sold at PARTY TIME game. One was Joe Montana and the XIV in the , or one for every 21.5 million people will other was in Super Bowl 1.7 of the record 103,985 in attendance. XIX. The normal program sale ratio is 1 to throw Super Bowl parties, 8. There were 500,000 XIV programs 9.9 million will watch the Going My Way? sold nationwide. How did fans arrive at Reliant Stadium • Per capita sales at XXIII at Joe game in bars and restaurants, for Super Bowl XXXVIII? Robbie Stadium in Miami averaged and consumers who plan to Private buses: 35,000-45,000 $36, consisting of $2.9 million at hospi- watch the game will spend an Cars, taxis: 18,000-28,000 tality tents, $1.25 million for novelties, Light rail: 4,000-7,000 and $1.35 million in concessions. The average of $49.27 each (or Limousines: 3,000-5,000 NCAA Final Four had a $7 per capita $5.6 billion total) on Super —Ridgeway International average the same year. • 100 extra commercial flights were Bowl-related items. That’s a Lot of Film! added to the schedule for Miami —USA Today NFL Films turned around The Super International Airport for XXIX. There Bowl XXXVII Champions Video in a were 400 helicopter landings at San record 16 days, culling from 135,000 feet Diego Jack Murphy Stadium for XXII. Holy Guacamole! of film captured by 22 cameras. 43.8 million pounds of avocados will be —Sports Illustrated eaten during Super Bowl XXXIX. That’s TATISTICS ON T IE enough guacamole to fill ALLTEL S D ’ L The Numbers Tell the Story • Super Bowl teams with fewer Stadium 10-and-one-half feet deep. Seventy-thousand folks will see [Super turnovers than their opponents are —USA Today Bowl XXXII] live, 3,000 media are cre- 29-3 (.906). dentialed, and the list goes on: 17,000 • Super Bowl teams with the time of Don’t Forget the Pizza and Chips hotel rooms, 16,000 game-day parking possession advantage are 29-11 17—The average number of attendees passes, 600 private jets, an 800,000- (.725). for a Super Bowl party. square-foot hospitality village, 1,200 68—Percentage of Super Bowl party- pregame-show dancers, 1,600 halftime • Super Bowl teams with the most goers who prefer pizza. performers, a 2,500-member security time-consuming scoring drive during 4,000—Tons of popcorn to be eaten. force, five Blue Angels, and one B-2 the game are 31-9 (.775). 14,000—Tons of chips to be consumed. bomber. Warmest Super Bowls 1,500,000—TV sets to be sold the week —USA Today Super Bowl Date Site Temp before Super Bowl XXXIX. The Day After VII Jan. 14, 1973 Los Angeles 84° 3,200,000—Pizzas that Pizza Hut and In 1993, more than 40,000 homeward XXXVII Jan. 26, 2003 San Diego 81° Domino’s expect to sell on Super bound Super Bowl revelers gave XXIII Jan. 22, 1979 Miami 76° Bowl Sunday. Minneapolis-St. Paul International XXIX Jan. 22, 1989 Miami 76° $125,000,000—Expected sales of Super Airport its busiest day ever. XXI Jan. 25, 1987 Pasadena 76° Bowl merchandise. —St. Paul Pioneer-Press Coolest Outdoor Super Bowls —USA Today Super Bowl Date Site Temp VI Jan. 16, 1972 New Orleans 39° The Masses Came… Super Relief IX Jan. 12, 1975 New Orleans 46° About 120 commercial flights arrived at Sales of antacid increased 20 percent the VIII Jan. 13, 1974 Houston 50° the [Jacksonville International] airport day after Super Bowl Sunday. Thursday carrying about 14,000 —Atlanta Journal-Constitution XIX Jan. 20, 1985 Stanford 53° X Jan. 18, 1976 Miami 57° passengers. On a typical day, roughly

143 STATISTICS

Defense Wins There’s No Place Like ‘Home’...Not Super Bowl MVPs by Position The Buccaneers became the eighth team The designated “home” team at Super Quarterback ...... 20 with the top-ranked defense to play in Bowl has not always found the comfort Running Back ...... 7 the Super Bowl [XXXVII] and the expected in friendly surroundings. The Wide Receiver ...... 5 seventh to come out victorious. home team has won only 19 times, while ...... 2 “visitors” have won 21 titles. Linebacker ...... 2 No Super Bowl has been played at the Safety ...... 2 HEADS OR TAILS? home field of a participant, but two Cornerback ...... 1 teams—the 1979 Los Angeles Rams and Defensive Tackle ...... 1 EVERY TEAM THAT HAS WON the 1984 —did make Kick Returner- Returner ...... 1 THE COIN TOSS IN THE it to the NFL title game in their home area. The Rams lost to the Steelers in What Do You Do For an Encore? SUPER BOWL HAS ELECTED XIV at the Rose Bowl in Pasadena. The Five head coaches have guided their 49ers defeated the Dolphins in XIX at team to the Super Bowl in their first TO RECEIVE. . season with that club. In Super Bowl XXXVII, both head coaches were in their Number 12, Please It’s a Fact That… first season—Tampa Bay’s If it’s in the numbers, the number is 12. • Long-distance telephone calls decrease and Oakland’s Bill Callahan. Twenty-three starting in the 50 percent during a Super Bowl, but Don McCafferty, Baltimore, 1970 Super Bowl have worn number 12; 13 have rise at halftime. , Denver, 1977 been winners. Conversely, quarterbacks • San Francisco police reported arrests , San Francisco, 1989 wearing number 7 have won only 4 times for minor crimes dropped from an Jon Gruden, Tampa Bay, 2002 in 11 games. The winning 12s: Joe Namath average of 360 daily to 96 on the day of Bill Callahan, Oakland, 2002 (Jets, III), (Cowboys, VI, Super Bowl XVI between the 49ers and X I I ) , (Dolphins, VII, VIII), . (Steelers, IX, X, XIII, • Dallas water department officials XIV), (Raiders, XI), and To m reported water pressure dipped by five Put Me In, Coach Brady (Patriots, XXXVI, XXXVIII, pounds during television commercials What is the best job at the XXXIX). Those who wore number 12 and carried on the telecast of Super Bowl Super Bowl? l o s t : Staubach (X, XIII), Griese (VI), Jim VI, in which the Cowboys defeated the Kelly (Bills, XXV, XXVI, XXVII, XXVIII), Dolphins 24-3. Player ...... 38.70% (Chargers, XXIX), Chris Announcer/Reporter . . . . .32.98% Chandler (Falcons, XXXIII) and Rich Super Bowl MVPs by Position Cheerleader ...... 17.25% Gannon (Raiders, XXXVII). Quarterbacks have won the Super Bowl Coach ...... 6.37% Other winning starters include three Most Valuable Player award more times Referee ...... 4.71% who have worn 16 seven times: L e n than any other position. Twenty quarter- Dawson (Chiefs, IV), backs have been named the Super Bowl —USA Today Poll, 2002 (Raiders, XV, XVIII), and Joe Montana MVP, including New England Patriots (49ers, XVI, XIX, XXIII, XXIV). Wi n n i n g quarterback Tom Brady in Super Bowls in number 15 were (Packers, I, XXXVI and XXXVIII. Super Bowl Host Cities II) and (Giants, XXV); in Miami/South Florida ...... 9 number 11, (Giants, XXI) and New Orleans ...... 9 Mark Rypien (Redskins, XXVI); in num- Los Angeles ...... 7 ber 8, Troy Aikman (Cowboys, XXVII, (LA Coliseum 2, Rose Bowl 5) XXVIII, XXX), (49ers, WHO San Diego ...... 3 XXIX), and (Ravens, XXXV); Tampa ...... 3 in number 4, (Packers, XXXI); WOULD Atlanta ...... 2 in number 7, (Broncos, Detroit ...... 2 XXXII, XXXIII), Joe Theismann COME? Houston ...... 2 (Redskins, XVII); and Ben Roethlisberger Jacksonville ...... 1 (Steelers, XL); in number 9, Jim Super Bowl Minneapolis ...... 1 McMahon (Bears, XX); in number 13, Stanford ...... 1 (Rams, XXXIV); in number weekend is the Tempe ...... 1 14, Brad Johnson (Buccaneers, XXXVII); in number 17, Doug Williams (Redskins, slowest weekend Future Super Bowl Sites XXII); and in number 19, Super Bowl XLII February 3, 2008 (Colts, V). Losing while wearing number 7 Cardinals Stadium, Glendale, AZ have been: Elway (Broncos, XXI, XXII, for weddings. Super Bowl XLIII February 1, 2009 XXIV), (Cowboys, V and Raymond James Stadium, Tampa, FL Broncos, XII), (Eagles, XV), —USA Today Super Bowl XLIV TBD and Theismann (Redskins, XVIII). Dolphin Stadium, South Florida

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New Uniforms? SUPER BOWL St. Patrick’s Catholic School in Tampa BELLMAN BILL MISCELLANY allowed the students to wear Buccaneers When 49ers players arrived at merchandise to school instead of their their Detroit hotel six days Floating Hotels traditional uniforms after the team won before Super Bowl XVI, they The city of Jacksonville docked five Super Bowl XXXVII. were greeted by an overzealous cruise ships along the St. John’s River, —Tampa Tribune adding the equivalent of 3,667 hotel bellman who began grabbing rooms, housing 6,400 people. Imagine if He Waited 20 Years their luggage. Many ignored —Florida Times-Union Rich Gonzalez, a Raiders fan from his efforts, virtually shoving Valinda, California, swapped a 1989 him aside. It was several min- Hurry…Before They’re Gone Harley Davidson motorcycle for two utes before one of them Rosalia’s Italian Café sold 600 cheese Super Bowl XXXVII tickets. “Hey, this steaks in one hour before Super Bowl is the Super Bowl. I’m not going to wait recognized the fellow in the XXXIX. another 19 years.” hotel uniform as their head —Florida Times-Union —San Diego Union-Tribune coach, Bill Walsh, who said, “You’ve got to have Looking for Love ILLION ATRIOT ARCH some fun sometimes.” M -P M A 35-year-old man with two tickets to Despite 25-degree temperatures, Super Bowl XXXVII posted an ad on a Bay Area website seeking a “gorgeous a crowd of 1,250,000, twice the young date” to go to the game with him. Is That Seat Being Used? population of Boston, packed into Within two hours, the man received At the premiere of the New England downtown Boston to celebrate the five offers. Patriots Super Bowl XXXVI Champions —San Francisco Chronicle video, so many people packed the movie Patriots’ [XXXVI] victory. theater in Boston Common, Patriots Pro —Boston Herald Football in Church Bowl safety was forced to Troubled by a 30-50 percent drop in sit in the aisle. attendance at the regular Sunday night —Boston Globe The Day After... service on Super Bowl Sunday, Reverend “This is the busiest day this airport has R. William Wyand of Broadfording Bill Belichick was ever had.” Brethren Bible Church replaced his At St. Mary of the Assumption Church —Houston Police Sgt. S.J. Collins on pulpit with a big-screen TV and invited in Brookline, Massachusetts, a baptism Bush International Airport the folks to watch the Super Bowl from the originally scheduled for Super Bowl day after Super Bowl XXXVIII padded pews. The result? Attendance Sunday was moved to another date when was back to normal. the Patriots made the big game. Good Grades —San Diego Union-Tribune —Boston Globe A Duxbury, Massachusetts, student said one of her teachers jokingly offered Get There Early her an A+ grade in exchange for her Fans started lining up at City Hall at ticket to the Super Bowl in Houston SUPER BOWL 1, 2 a.m. the night before the Patriots’ [XXXVIII]. Other kids in school asked, WORLD 0 Super Bowl parade. “Can I be in your suitcase?” Frank Nitikman, a 61-year-old —Boston Globe —Boston Globe lawyer from Chicago, turned down an 18-day, all-expenses- No Room at the Inn The U-Haul Hotel? Green Bay hotels reported no vacancies Sal Mirabella, Jr., a deejay from paid around-the-world trip for the night of Super Bowl XXXI. “That Lexington, Massachusetts, booked two two, estimated at $18,000, shocked everybody in the lodging indus- nights at a hotel room in Houston for his in favor of two tickets to Super try, including us,” said Mark Kanz of the trip to Super Bowl XXXVIII, but spent Bowl XXXVI. “To pass up the Green Bay Area Visitor and Convention the rest of the week in a rented 20-foot opportunity to go and take Bureau. “But if you stop and think about U-Haul with four pals. Not much of a it, anybody who couldn’t be in New someone else—how could I bachelor pad, he acknowledged, but it Orleans figured Green Bay was the next- satisfied the budget-minded traveler. do that?” Nitikman said. best place to be.” —Boston Globe —Bay Business Journal

Winning’s Contagious New England Digs Keep The Change? A woman at the Patriots’ victory parade The New England Patriots became the J. Snyder of Bloomington, , ate a called in sick a day in advance, saying first team in NFL history to win the $100 bill as part of a promotion to win a she had the “New England flu.” Super Bowl and open a new stadium free ticket to Super Bowl XXXIV. —New York Times ( Stadium) the following season.

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Police Chase and a miter on which he had written, Music City 103.3 FM of Nashville told lis- “St. Vince.” Mission to Moscow teners that one of the city’s uniformed police — Journal-Sentinel When Secretary of State James Baker officers was carrying two free Super Bowl Super Bowl XXXI, 1997 went to Moscow on a stopover before XXXIV tickets. The station quickly canceled continuing on to Israel for a round of the promotion when residents began speed- Secret Pal Middle East peace talks in January ing after police cruisers and running Lea Tibbits, an 81-year-old Slidell 1992, he carried, in addition to through traffic to ask officers for the tickets. [Louisiana] grandmother, said she important documents, another packet —USA Today almost passed out when she received two desired by U.S. Embassy staff mem- Super Bowl tickets in the mail. There bers: Super Bowl XXVI videotapes. was no note and Tibbits said she’s not Tie a Yellow Ribbon Unlike many European countries, Super Bowl XV at New Orleans was played sure who sent them, but she guesses it Russia did not rebroadcast the game, five days after the release of American was one of two professional football causing consternation among the hostages from Iran. The Louisiana Super- players she met while traveling recently small band of Redskins fans at the dome was wrapped with a huge yellow rib- in Europe. And she’s not going to work Embassy. Hopes rose that neighbor- bon on the day of the game, January 25, too hard to find the anonymous donor. ing Finland would carry the game— 1981, and Raiders and Eagles players had “I don’t want them to change their prompting some Americans to make yellow tape on their helmets. mind,” said Tibbits, who has never been plane and hotel reservations—but the to the Super Bowl. “I’ve got these tickets Finns did not. and I’m really going.” U.S. Ambassador Robert Strauss “I LIKE FOOTBALL AND —New Orleans Times-Picayune then contacted Secretary Baker and GOING TO THIS GAME IS ONE requested the tapes. Baker was Pass the Salsa pleased to oblige. In fact, he delayed OF THE HIGHLIGHTS OF MY To honor the Broncos in Super Bowl his departure for Israel to watch the YEAR. IT’S IDIOTIC FOR XXXIII, Leopoldo’s Tortillas of Fo r t tape along with the staff at the Collins, Colorado, produced blue-and- A GROWN-UP MAN TO SAY embassy on Tuesday night following orange tortillas for the second straight Super Bowl XXVI. SO, BUT I LOVE IT.” y e a r. “My family is really intense about —Andy Rooney, the Broncos,” said owner Christi G o d i n e z - Gabaldon. They sold more than pian Sea. Their ability to share in this Immediate Successes 2,000 bags of chips the week before the premium American sporting event meant Two rookie head coaches, Don McCafferty Broncos appeared in Super Bowl XXXII. a lot, especially to the homesick football and George Seifert, have led their teams to —Denver Post f a n s . Super Bowl victories. —The Intelsat Broadcaster McCafferty directed the Baltimore Colts Long Way From Home to a 16-13 win over the Dallas Cowboys in At 4 a.m. on January 30, 1995, in Te n g i z , 800 Miles in 44 Minutes Super Bowl V that was decided by Jim West Kazakstan, a group of expatriate How do you win 84 Emmys for O’ B r i e n’s 32-yard field goal with five sec- Americans gathered in hopeful antici- excellence in film and video making? onds remaining. Seifert, in contrast, rode pation. It had been an uncertain wait for You don’t cut corners, that’s for sure! the crest of a record-setting 55-10 victory this special event, but they had high Just ask NFL Films. by the San Francisco 49ers over the Denver expectations. And then it happened. The In 2000, for its annual production, Broncos in Super Bowl XXIV. television screen lit up, and the live The Road to the Super Bowl, which transmission of Super Bowl XXIX began. requires coverage throughout an entire Delivery Problem Solved The population of about 3,000 regular season, NFL Films shot 800 In 1977, Georgetown University Hospital Americans—employees of Chevron and miles of film. That was pared down so in Washington, D.C., installed television their families—were delighted to receive that the final product of The Road to sets in the labor room of its maternity the transmission of the Super Bowl for the Super Bowl ran 44 minutes. department to accommodate expectant the second year in a row. Te n g h i z c h e v r o l l , If all 800 miles of film were run fathers. The reason: Encourage husbands as this Chevron division is known, is sta- continuously through a single projector, to get their laboring wives to the hospital tioned at the Tenghiz oil field on the Cas- it would consume 50 days and nights. on time for delivery and not wait for the completion of the Super Bowl. We Hope She Didn’t Wait 29 Years At Super Bowl XXXI in 1997, the Green Bay Packers won their first Super Bowl Heaven Sent ring in 29 years. And Lori Lewis got one, too. John O’Neill, a corrections officer from “My fiancé, Bruce Atkinson, dropped to his knee in the stands and proposed,” Madison [Wisconsin], might have been she said. “He said, ‘I said I’d marry you if the Packers got to the Super Bowl. Will the most photographed object outside you be my wife?’ the Dome, not counting the Dome “My family and neighbors decorated our house with banners saying, ‘Return to itself. O’Neill was dressed in green-and- Glory! Bruce proposed to Lori!’” Lewis said. “They sent us bouquets of green and gold papal raiments—complete with gold carnations arranged with Super Bowl balloons.” a staff topped with a wedge of cheese —Associated Press

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You Found Those Tickets Where? Lost and Found “Super Bowl tickets are a valuable When was coaching the EXPONENTIAL GROWTH commodity. I understand that...But what Oakland Raiders in Super Bowl XI at the I’m having a hard time getting my head Rose Bowl, he was so wound up on game “The Super Bowl around is the fact that I just watched a day he forgot something: a half-dozen of grown man stick his face—heck, his his players. started as a game, whole body—into 2,000 pounds of “I’d changed the itinerary, the time we manure packed into the back of a were supposed to leave, and I just told then it became a day, pickup truck for tickets.” the buses to leave,” Madden said. “I got —Bill Goodykoontz, Arizona Republic so excited, I just got on the bus and said, now it’s a week.” ‘Take off.’ We got to the stadium, and I —Ed Goren, executive Who Was He Rooting For? couldn’t find the players. They were producer, FOX Sports One of the guests at Super Bowl XXX afraid because they thought they were was Bandar of Saudi Arabia. His late and missed the bus. But I knew I lost entourage required extra security and them. As a head coach, you can’t go Praise the Lord and Pass the Football something else: The prince required a around and say, ‘Hey, I lost six players!’ Hundreds of football fans came to praying room at the stadium. Officials One of them was John Matuszak, and he GraceWay church in downtown Augusta, quickly opened a stadium office. No one was like 6-8, 310 pounds. How the hell Georgia, to watch Super Bowl XXIX on a thought to ask, however, what team he do you lose him? You can’t admit it if widescreen TV placed at the altar. was praying for. you’re the head coach. But here I am During breaks, the congregation watched —Arizona Republic playing hide-and-go-seek before the Christian music videos, and heard music damn Super Bowl.” by GraceWay singers and testimonies by Miracles Do Happen —New Orleans Times-Picayune audience members. “Where else could Super Bowl talk was everywhere Sunday, these people be—a bar?” asked the even at morning Mass at St. Louis Reverend Gene Swinson. Cathedral. The Rev. Frank Montalbano ended the 10 a.m. Mass by noting that New Orleans has not yet sent a team to the big game and asking worshippers to remember the Saints in their prayers. —USA Today

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