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NFL's Final Four Has Licensing Industry Thinking Of SB Possibilities

Bills fans are expected to buy plenty of merchandise even if they can't attend the Super BowlNIKE

With the weekend of the NFL’s Final Four here, those across the sports-licensing industry were debating the power of the home team versus the ability of a team that’s never won a Super Bowl to stimulate sales. The novelty and commercial appeal of a team playing a Super Bowl not only in its home market, but in its home stadium, will be tested if the Buccaneers can beat the Packers. With the pandemic transforming this Super Bowl into more of a local event than ever, industry types said a home-team matchup would be the most beneficial for sales of licensed goods. “Moreso than ever, we need the home market to come out and buy,” said Legends Global Merchandise President Dave Moroknek. “Tampa would be strong and the Bills Mafia will travel even if they can’t get a ticket. So, our best matchup would be Bills-Tampa.” Legends has rights through the NFL to sell at 24 hotels and will use nine trailers to sell at outdoor locations, including the NFL Experience at the Tampa Riverwalk and 19 stadium locations. Moroknek said around 80% of the product will be exclusive, with domestic sourcing from the likes of 47 Brand and New Era paramount. Carl Banks, President of Sports Licensing at G-III Apparel, said, “Buffalo would be great, since they’ve never won. It’s been so long for those fans. And you have to respect how national the Packers fan base is. Remember, they haven’t won for 10 years. ... If it's Tampa, we’re going to find out how important the home team can be.’’

NATIONAL SCOPE: The debate with many teams is how national their following could grow following a championship. Former NFL licensing exec Gene Goldberg said, "Because of Brady, being the host home team matters even more. He’s already given them national stature. And the Packers have always been an NFL team with local impact and a national scope." While this could be the first Super Bowl on a home field, the Steelers played the Rams in Super Bowl XIV at the Rose Bowl, while the 49ers beat the Dolphins in Super Bowl XIX at Stanford Stadium. Milt Arenson’s Facility Merchandising Inc. held Super Bowl merchandising rights for more than two decades before Fanatics acquired FMI’s remaining assets four years ago. “Speaking from experience, the Buffalo fans show up in huge numbers and they spend like crazy, so I’m convinced they will still do that,’’ said Arenson, now an industry consultant. “The two things I can tell you with certainty is that the e-commerce sales on this Super Bowl will be bigger than ever and that sales next year in L.A. will eclipse this year by a wide margin. But that’s going to be true in every commercial area.’’    

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