SBD/Issue 95/Sponsorships, Advertising & Marketing

Super Bowl Merchandise Sales Could Top Record of $125M

NFL Says Super Bowl Merchandise
Sales Could Surpass Record
The NFL yesterday estimated the total sales of official Super Bowl merchandise "could surpass the $125[M] record set" after Super Bowl XXXIX in '97, which saw the Packers beat the Patriots, according to David Porter of the AP. NFL VP/Corporate Communications Brian McCarthy noted that each NFL team receives "an equal share of the revenue from official Super Bowl merchandise sales." Angelo Rizzo, the co-Manager of the Sports Authority store in Clifton, New Jersey, said fans "bought up 1,000 items immediately after the game, then snapped up about 1,500 more by mid-afternoon Monday." Dan Fisher, the manager of the Dick's Sporting Goods location in Princeton, New Jersey, opened shortly after the game ended, and "five customers were already at the door" (AP, 2/4). 

BLUE MAN GROUP: In N.Y., Rudish & Gaskell report Giants merchandise was "flying off the shelves so fast yesterday, the Modell's delivery trucks were having trouble keeping pace." Modell's Manhattan store manager Daniel Yalley said, "It seems as if we can't keep stock. We're getting trucks in every two hours." Brooklyn-based APSCO Screen Printing Owner Philip D'Pietro said that he "started printing championship T-shirts before the clock even ran out on Sunday night's game." D'Pietro: "We started the second the Giants won -- literally the second, that one second that was left." An autographed jersey of Giants QB Eli Manning was selling on eBay for $5,000 (N.Y. DAILY NEWS, 2/5). In Westchester, Modell's store manager Scott Hicok said that $30 championship hats "sold out quickly, helped in part by a [6:00am ET] store opening to take advantage of the day-after demand." Sports Authority store operations manager Paul Tivey said, "We had people here at 7 o'clock buying merchandise" (Westchester JOURNAL NEWS, 2/5).

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