The Super Bowl XLV seating trial that wrapped up last week revealed "some big game secrets" about the '11 game at AT&T Stadium, including that the event "would make" a $28M profit, according to Jeff Mosier of the DALLAS MORNING NEWS. The profit "included ticket sales and other revenue," but "didn’t take into account the giant profits the NFL makes in sponsorship or television contracts." The profit "was nearly three times the size of the previous two Super Bowls combined," as NFL documents showed profits of $2.3M for Super Bowl XLIII in Tampa and $7.4M for Super Bowl XLIV in Miami. Cowboys Owner Jerry Jones' expectation for Super Bowl XLV to set an attendance record was "used as a bludgeon against the NFL throughout the trial." The NFL "was looking for ways to come up with attendance figures of 104,000 to 108,000," as the unofficial record of 103,985 was set in '80 for Super Bowl XIV at the Rose Bowl. League officials "discussed counting fans in a plaza outside of the stadium as well as workers, media and others with credentials." On game day, former NFL Senior VP/Events Frank Supovitz sent an e-mail "urging the league not to announce a record attendance of 104,679." The e-mail read in part, "With all due respect, and one battered man’s opinion, do we really want to be announcing a record at this debacle?" (DALLAS MORNING NEWS, 3/14).
