SBD/February 4, 2014/Marketing and Sponsorship

Super Bowl Roundup: Seahawks Gear In High Demand Following Rout Of Broncos

In Tacoma, C.R. Roberts notes Seahawks Super Bowl XLVIII championship T-shirts at Northwest Embroidery in Milton, Wash., were "ready by noon" yesterday, and Owner Jim Mickelson's staff "had a difficult time keeping up with demand." Mickelson said, "As soon as we got a pile, they’re sold. You can’t imagine what the Seahawks have done for the local economy." Meanwhile, Oyo Sportstoys CMO Mike Ewing, whose Massachusetts-based company sells collectibles and sports-related gifts, said of Seahawks memorabilia, "We’ve seen, in the last 48 hours, an increase in demand. We’ve seen demand double" (Tacoma NEWS TRIBUNE, 2/4). Fans yesterday "poured into the Seahawks team store" at CenturyLink Field to "buy championship T-shirts and hats" (AP, 2/4).

Seahawks lighters mark first time Bic
has commemorated a Super Bowl win
C'MON BABY, LIGHT MY FIRE: In what might be termed the ultimate hot-market championship licensed product, longtime NFL licensee Bic is selling lighters commemorating the Seahawks' Super Bowl win. It's the first time Bic has made lighters commemorating a Super Bowl triumph. There are six different designs of "championship lighters." The lighters are priced at $2.99 and will be available in the Seattle market starting next week (Terry Lefton, Editor-at-Large).

KING THOMAS: In Portland, Allan Brettman notes Seahawks S Earl Thomas, who is sponsored by Jordan Brand, "wore a special edition Jordan Brand football cleat" during Super Bowl XLVIII. In addition, Jordan Brand in advance of the game "sought inspiring tweets from Thomas' fans to transfer to his game-time adhesive tape" and "produced a video about the effort." It "appears from the video" that Thomas "received the tape Friday night at the Flight 23 store" in Manhattan, where he "said his thank you to fans" (Portland OREGONIAN, 2/4).

BURNING COUCHES: In DC, J.D. Harrison reports Houston-based Gallery Furniture over the past few weeks "ran a promotion promising customers a full refund on any purchase of more than $6,000" if the Seahawks won the Super Bowl. As a result, "hundreds of patrons flocked to the store." Store Owner Jim McIngvale "lost big -- to the tune" of $7M (WASHINGTON POST, 2/4). In Houston, Jayme Fraser reported McIngvale had "vowed 'never to do another contest' after losing $685,000 on a promotion giving away free furniture to 100 customers who correctly guessed the winners of both the AFC and NFC championship games." McIngvale said that he "did not take out any insurance" to cover the Super Bowl promotion. He added that while the $7M is "his biggest loss of any contest, he prefers to consider it an investment" (HOUSTON CHRONICLE, 2/3).
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