SBD/Issue 89/Sponsorships, Advertising & Marketing

Super Bowl Names & Faces: Steelers Top NFL Merch Sellers

Super Bowl Helps Steelers Become
Top Merchandise Seller In NFL

The Steelers this month became No. 1 in sales of NFL apparel and headwear for this season, according to Gary Mihoces of USA TODAY. NFL licensee Reebok said that five Steelers players rank in the top 50 in jersey sales, “more than any other club”: QB Ben Roethlisberger (No. 2), WR Hines Ward (No. 10), S Troy Polamalu (No. 11), RB Jerome Bettis (No. 33) and RB Willie Parker (No. 40). Raiders WR Randy Moss is No. 1. Reebok VP/Team Properties Eddie White said, “The Steelers have a following right now that is unrivaled” (USA TODAY, 1/26).

WHO’S GOING TO DISNEY WORLD? In Pittsburgh, Ed Bouchette reports Bettis, Ward, Roethlisberger and Steelers LB Joey Porter will join four Seahawks players in a Disney TV spot “spoofing the traditional post-Super Bowl” ad. The ad will be shown during ABC’s Super Bowl pregame show (PITTSBURGH POST-GAZETTE, 1/26).

BUS SCHEDULE: In a separate piece, Bouchette notes Bettis’ busy schedule leading up to the Super Bowl, which is in his home town of Detroit. Yesterday Bettis filmed the Disney spot, and this morning he was scheduled to appear on ESPN Radio’s “Mike & Mike in the Morning.” He is also featured in Time’s “Ten Questions” feature in an upcoming issue, and he and his mother, Gladys, will film a Campbell’s Soup ad with Eagles QB Donovan McNabb and his mother next week in Detroit. Also, Detroit Mayor Kwame Kilpatrick wants to “designate the days leading up to the Super Bowl as Jerome Bettis Week.” Additionally, ESPN flew Bettis’ parents from the AFC Championship game in Denver to N.Y. to appear Monday morning on ESPN2’s “Cold Pizza” (PITTSBURGH POST-GAZETTE, 1/26).

Super Bowl Could Be Breakout
Opportunity For Seahawks’ Alexander

BREAK-OUT GAME: Pickett Advertising Exec Creative Dir Bob Dorfman said of the marketing potential for players in this year’s Super Bowl, “My feeling is that Roethlisberger is the man. He’s already done real well on a regional level ... but this is his chance to really break out nationally, become a household name.” He added, “Certainly [Seahawks RB] Shaun Alexander, if he had a great game. He’s already (the league’s) MVP, and he’s a really good-looking guy. I’m still not sure if he has the personality to go out there and get a lot of deals, but he definitely would be doing ... the talk shows.” Dorfman said that the “only other real breakout possibility” for either team is Seahawks QB Matt Hasselbeck. Dorfman: “And that’s if he has the game of his life. He might not be quite as good looking as maybe a Tom Brady type, but certainly with that bald head he could get some Rogaine commercials” (Skip Wood, USA TODAY, 1/26).

See SportsBusiness Daily's up-to-date list of Super Bowl advertisers.
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