Marketing Super Bowl XLIII MVP Santonio Holmes May Not Be Easy

Holmes' Checkered History Will Be Tough For Sponsors To Overlook

STEELER NATION: CNBC.com's Darren Rovell reports Pittsburgh-based Dick's Sporting Goods "hit the jackpot with the Steelers winning." The company has "virtually no competition in Pennsylvania, made a huge bet on the Steelers winning it all and it will pay off to the tune of major sales of full priced merchandise -- a rarity in these times" (CNBC.com, 2/2). ESPN's Chris Berman reported 500,000 Terrible Towels were printed in the two weeks between the AFC Championship and the Super Bowl with the Super Bowl XLIII logo. An additional 500,000 championship versions of the towel will be printed after the team's win last night (“Sunday NFL Countdown,” ESPN, 2/1). Meanwhile, Fathead has released a limited edition commemorative logo of the Steelers '08 NFL Championship. The logo features team colors and four additional ancillary items, including a replica game ticket (Fathead).

SILVER LINING: Priority Sports & Entertainment's Rob Lefko, who handles marketing for Cardinals QB Kurt Warner, said that he is "close to finalizing a book deal" for Warner. The book would be Warner's "third official publication," and "will focus on raising his family, with his wife Brenda, and dealing with life's challenges along the way" (CNBC.com, 1/31).

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