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SBD/January 21, 2011/Marketing and Sponsorship
Bears Prep Sponsor, Online Activation Around NFC Championship Game
Published January 21, 2011
TOWEL POWER: In deference to its status as the home of the rally towel, the Steelers are the only team that will never give them away. However, a 90-second tribute to the "Terrible Towel" will be shown on the Heinz Field video boards. Steelers Merchandising Manager Tim Carey said that if the Steelers win Sunday’s AFC Championship against the Jets, "we’ll order several hundred thousand" Super Bowl-specific "Terrible Towels." Many licensees are predicting an all-time high in licensed Super Bowl merchandise sales, regardless of which teams qualify. Carey said he is also optimistic, since his team’s Division Championship items sold at about three times more than they did during the Steelers’ ‘08 championship run.