SBD/Issue 90/Sponsorships, Advertising & Marketing

Super Bowl Marketing: Seahawks-Steelers Battle Off The Field

Alexander (l) And Hasselbeck Hope To
Cash In On Super Bowl Appearance
While Steelers merchandise is “moving at higher volumes and higher prices” on eBay than Seahawks items, the Seahawks are outselling the Steelers in outerwear and display items, with hats and jackets selling “at a blistering pace,” according to David Andriesen of the SEATTLE POST-INTELLIGENCER. Seattle-based Mpire VP Bill Furlong, whose company has been studying the teams’ sales trends on eBay, said Seahawks RB Shaun Alexander is “the titan for the Seahawks. When you look at Seahawks listings, Shaun’s name is 44[%] of all listings. [QB] Matt Hasselbeck is pretty good, but he’s a lot farther down. For the Steelers, it’s a lot more balanced out” (SEATTLE POST-INTELLIGENCER, 1/27).

QB MARKETING POTENTIAL: Pickett Advertising Exec Creative Dir Bob Dorfman said that Hasselbeck “could make as much as” $5M from endorsements if the Seahawks win. But in Seattle, Jim Moore notes Hasselbeck has appeared in “just three commercials” this season for Big Brothers & Sisters, Comcast and United Way. Hasselbeck posed for a “Got Milk?” photo shoot Wednesday for ads that will run next week. Dorfman: “It definitely has been a bit of a drawback playing in Seattle. If he were in a bigger market and not on the West Coast, he’d probably do a lot better marketing-wise” (SEATTLE POST-INTELLIGENCER, 1/27). 16W Marketing Partner Steve Rosner said Steelers QB Ben Roethlisberger “has a tremendous upside win or lose. He might earn over the next two years more money than Hasselbeck, even if Hasselbeck wins the Super Bowl. Winning is a little bit overrated. If you can have pizazz coming in and play for the right franchise” (L.A. TIMES, 1/27).

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