SUPER BOWL EXPERIENCE, PART II: SAN DIEGO'S STREETS OF GOLD
Some former NFL players and coaches "rake in more than
$100,000 attending corporate cocktails and celebrity golf
outings during Super Bowl week," according to Stefan Fatsis
of the WALL STREET JOURNAL. George Seifert was paid $10,000
by Visa USA to attend the company's party at the San Diego
Zoo, while Deacon Jones is working for Champion, Sprint and
Miller Lite. Visa Marketing Exec Michael Lynch: "They add
cachet to our events. It affiliates our brand with these
all-time heroes and winners." Fatsis reports that "even
lesser lights turn a decent buck at the biggest, brashest,
most excessive corporate shindig in America," adding that
Archie Manning "pulled in around $75,000" at last year's
Super Bowl in New Orleans. Fatsis reports that more than 50
current and former players will make around 600 appearances
this week arranged by NFLP (WALL STREET JOURNAL, 1/23).
WHO TO WATCH: ISI CEO Frank Vuono said if Packers QB
Brett Favre wins his second Super Bowl, it "will help him
get to another level" from an endorsement standpoint. But
Vuono added, "Brett's kind of an any-man. It's questionable
whether he wants to transcend the sport and take his place
at the top." Vuono said that if the Broncos win, QB John
Elway could "capitalize incredibly." Vuono: "I think the
public is ready to accept him with open arms as a real
superstar." Asked what he would sell about Elway: "His
personality, his leadership ability and his comeback
ability. ... John is certainly national -- if not
international. I think he can be a real goodwill
ambassador for the sport." Vuono said that he would
position Favre "with classic All-American-type companies.
Mom, apple pie and Chevrolet." Vuono said once you get past
Favre, Elway and Reggie White, "I don't think there will be
this huge windfall for anyone else" (THE DAILY).
SUPER SUNDAY NOTES: Brett Favre's younger brother Jeff
has launched a line of premium cigars. The Favre Family
brand plans to expand into other areas including clothing,
sporting goods and food (Favre Cigar).....San Diego Youth
and Community Services is getting a $1M grant from the NFL
to launch a new youth education program. The funds are
intended to increase educational opportunities for inner-
city youth (SAN DIEGO UNION-TRIBUNE, 1/23)....Chef Emeril
Lagasse gave Super Bowl party recipes this morning on ABC's
"GMA." The cooking segment was taped in the parking lot of
Qualcomm Stadium. Also, ABC's Rex Hudler reported live from
the NFL Experience in San Diego ("GMA," ABC, 1/23).
WHAT YOU'LL SEE: Nike has the on-field uniform,
sideline apparel and headwear designation for both the
Packers and Broncos. Sports Specialties will provide the
sideline caps (THE DAILY). After the game, Logo Athletic
will supply the official Super Bowl locker room coaches cap.
Logo sold more than 650,000 Super Bowl XXXI hats last year.
Starter has the official locker room T-shirt and fleece top
for the Super Bowl (TEAM LICENSING BUSINESS, 1/98 issue).
...In the most recent report of the top selling teams by
NFLP, the Packers remain at No. 1, but the Broncos have
moved from 14th place into sixth place in '97 sales (NFL).