Super Bowl Marketing Notes: NFL Offers "Who Dat" Reassurance

In New Orleans, Ed Anderson reports the NFL assured Louisiana state officials yesterday that it "will not make future claims" on the Saints' "Who Dat" slogan and "will send letters clarifying its position to merchants selling items with the phrase and the fleur-de-lis." NFL Senior VP/Business Affairs & General Counsel Gary Gertzog in a letter to Louisiana Attorney General Buddy Caldwell said that the NFL "does not claim exclusive rights 'now or at any time in the future' over the expression, 'Who Dat,' 'Who Dat Nation,' the colors black and gold or 'any combination thereof' or the fleur-de-lis" (New Orleans TIMES-PICAYUNE, 2/3). ESPN's Michael Wilbon said the NFL's original claim "was sort of stupid and petty and dismissive to think they were going to control 'Who Dat?' in the first place. So it's a good thing that somebody said, 'Hey fellas, stop. We know we're the big 500-pound lion in the room. We don't have to eat everybody all the time in the jungle.' Leave New Orleans alone." ESPN's Tony Kornheiser: "I think there's a different set of rules for New Orleans. … I think Paul Tagliabue made it clear that no matter what happened after Katrina, he wanted the Saints to go back to New Orleans. Roger Goodell has followed that. ... They are treated differently, and in this case, they made the right decision" ("PTI," ESPN, 2/2).

Gatorade's "G Series" Prominent During Super Bowl Media Day

PRODUCT PLACEMENT: In West Palm Beach, Dave George writes under the header, "Media Day Sponsorships Show Why NFL Product (Placement) Can't Be Beat." George writes, "It occurred to me Tuesday while passing through the Snickers Entry Checkpoint to attend 'Media Day Fueled By G Series' that the NFL is the kind of corporate omnivore that other industries only dream of becoming." The Super Bowl has become "America's all-inclusive profit center and purveyor of officially licensed and approved pop culture." One reporter's "primary task was to ask each player if he could please have the bottle of Gatorade sitting before them on the table." As each player "happily complied, another NFL partner's product was beautifully placed, for one invaluable instant, on media outlets from around the world" (PALM BEACH POST, 2/3).

COMMUNITY LEADER: In New Orleans, Ron Thibodeaux writes Colts QB Peyton Manning is "one of the most marketable NFL stars of his time," and also is a "community activist." St. Vincent Health Senior VP & Chief Strategy Officer Kevin Speer: "What Peyton does off the field eclipses anything he does on the field. And I say that recognizing that he's the greatest player to play the game." Thibodeaux notes everyone in New Orleans "seems to have a Peyton Manning story relating to his philanthropic endeavors" (New Orleans TIMES-PICAYUNE, 2/3). Meanwhile, CBS' David Letterman last night discussed the Super Bowl and said he is "very excited because my Indianapolis Colts" are in the game. Letterman: "Peyton Manning is very confident. He has already planned to film three more commercials in the huddle" ("Late Show," CBS, 2/2).

SURVEYING THE SITUATION: Reebok said that MTV's "Jersey Shore" castmates Pauly D and Mike "The Situation" Sorrentino "will be their 'special guests' at Friday's press launch" of the new ZigTech athletic shoe in South Florida. Giants QB Eli Manning, Steelers WR Santonio Holmes, UFC fighter Chuck Liddell and boxer Shane Mosley will also attend the event. Pauly D and Sorrentino will attend Super Bowl XLIV on Sunday "decked out in Reebok gear" (BOSTON HERALD, 2/3).