The NFL Conference Championship games yesterday averaged 53.7 million viewers across Fox and CBS, marking the most-viewed Conference Championship Sunday since '82, when NBC’s Bengals-Chargers and CBS’ 49ers-Cowboys combined to average 60.2 million viewers. This year’s two games also mark the most-viewed programs on all of TV since the Super Bowl last February. Fox finished with a 30.6 rating and 57.6 million viewers, marking the third-highest viewership ever for an NFL Conference Championship game. Giants-49ers is up 8% and 5%, respectively, from a 28.3 rating and 54.9 million viewers for the comparable Steelers-Jets AFC Championship on CBS in the late window last year, and up 9% and 11%, respectively, from the Packers-Bears NFC Championship in the early window (THE DAILY).

Spurs F Tim Duncan and Suns G Steve Nash will star in one of Bridgestone Tires' ads scheduled to air during NBC’s broadcast of Super Bowl XLVI, while another spot includes Pro Football HOFers Troy Aikman and Deion Sanders. The ads from The Richards Group, Dallas, continue to showcase the tire brand’s new performance positioning, which debuted with the Jan. 2 ad on NBC’s NHL Winter Classic broadcast. Aikman and Sanders will tout the tire’s handling and cornering abilities, while Nash and Duncan will demonstrate how the Serenity technology used within the Turanza tires guarantee a quiet ride. One ad will air in the pod at the end of the first quarter, and one will air in the final pod of the third quarter.

Cobra Golf today formally announced that it has signed Rickie Fowler as an endorser. Fowler will use Cobra's clubs, bag and a selection of accessories. Fowler signed with Puma Golf in '09 and will now represent the Cobra Puma Golf brand with both on- and off-course activations. He will be featured in upcoming marketing campaigns for both Cobra and Puma (Cobra Golf).

Meanwhile, Colin Montgomerie is "returning to his equipment roots" by re-signing with Callaway Golf. Montgomerie left Callaway in '04 to play Yonex equipment (GOLF WORLD MONDAY, 1/23). Also, Adams Golf has re-signed Yani Tseng to a new two-year agreement (Adams Golf).

With NBC signing the Breeders' Cup to a new media rights deal, Breeders' Cup spokesperson Jim Gluckson took a few moments today to discuss the deal and the decision to move the U.S. rights off ESPN. Gluckson: “NBC has made a strong commitment to (horse) racing. They have created an attractive multiyear proposal for us, making it a win-win for all parties. ESPN has been a great partner for the past six years and we’re still working with them for the global distribution of the Breeders’ Cup. They still have the international rights.”
 
Gluckson also discussed the new 8:00-9:00pm ET timeslot for the Breeders' Cup Classic: “I think it will be great, I think we’re looking forward to the fact … that the Breeders’ Cup Classic will be televised in primetime. … This is the first time the Classic has ever been in primetime, and this is one of the few times over the years that a major thoroughbred event has been broadcast in primetime. This is significant for us to expose the Breeders’ Cup Classic." Gluckson added, "I think we’ll get a lot more viewers."

A-B President Dave Peacock "is resigning and will be replaced" by A-B Zone President/North America Luiz Edmond, according to a memo sent to distributors today. It "seems unlikely" Peacock's exit "will lead to changes in marketing." Peacock "held various marketing and corporate roles during his tenure" and was "one of the few remaining holdovers who had stayed with the company" after it was acquired by InBev in '08. He "will continue to serve in an advisory role" (ADAGE.com, 1/23).

The Philadelphia Union will host this year's MLS All-Star game at PPL Park, according to a source. A news conference has been scheduled for tomorrow at Philadelphia City Hall featuring MLS Commissioner Don Garber and Philadelphia Union CEO Nick Sakiewicz (AP, 1/23).

Penn State has announced that there will be a public viewing held on campus for late football coach Joe Paterno from Tuesday afternoon to Wednesday morning. After a private funeral on Wednesday, a memorial service will be held at Bryce Jordan Center. Flags at all Pennsylvania state facilities “will be lowered to half-staff in honor of Paterno” (USATODAY.com, 1/23). 

Nissan today announced an agreement with Leopard SA and CSE Pro Cycling LLC to become co-title sponsor of the RadioShack Nissan Trek professional cycling team (Nissan).

“People are saying they love me more now because I eat Taco Bell” – Tigers P Justin Verlander, who revealed during his appearance on TBS’ “Conan” last week that he routinely eats Taco Bell before each start (MLIVE.com, 1/23).

“I think we might see a record Super Bowl ticket price on the secondary market” – CNBC’s Darren Rovell, on the Giants-Patriots Super Bowl XLVI in Indianapolis (“Squawk on the Street,” CNBC, 1/23).

"I hope to do (the Indy 500) in the future. Maybe it'll be a double. But at this point, after a lot of conversations, it's just going to be the Coke 600" – NASCAR driver Danica Patrick, on her decision not to race in this year's Indy 500 (USATODAY.com, 1/23).

Colts Owner Jim Irsay: "Let's go Indy,chop wood n carry water..this is r time to shine! N ask not what the SupBowl can do for u,but what u can do 4 the SupBowl!"

The AP's Tim Reynolds: "LeBron vs. Cleveland tomorrow. Already a 'meh' event, it would seem. ... Last year we practically had news helicopters inside the arena for any mention of LBJ-Cavs. This year, just another game, pretty much."

IAVM Social Media & Marketing Coordinator Kayla McKinley: "From dirt, to basketball, to hockey - @TheFordCenter holds 3 Events in 24 Hours http://youtu.be/eyUq-Lk1hYA."

Golf Digest Senior Editor Stina Sternberg: “Adams Golf picks up Caroline Hedwall. Smart move. I know I sound like a broken record in my praise of this girl, but she's got mad skills.”

If you see a tweet we won’t want to miss, send it to us at editorial@sportsbusinessdaily.com.

Golfer Bubba Watson on Saturday purchased the original General Lee from “The Dukes Of Hazzard” for $110,000 at a car auction in Scottsdale, Ariz. Watson posted this image from his night out on the town with his new toy, which required a stop to refuel.

This new TV spot, which began airing nationally today, advertises the availability of crooner Brian Evans' song "At Fenway" at Best Buy stores. The ad features Evans and Baseball HOFer Jim Rice.

10 – Of the 24 teams in England's second-tier Championship soccer league, the number that have foreign owners following the sale of Reading to a group headed by Russian businessman Anton Zingarevich. In addition, 10 of the 20 EPL teams are under foreign ownership (LONDON TIMES, 1/22).