super bowl notes, quotes & anecdotes - nfl.info postseason/postseason...super bowl notes, quotes...

115

Super Bowl Notes, Quotes & Anecdotes

Super Bowl XXXIX . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16America’s Undeclared National Holiday . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 118The Country’s Most Important Sporting Event . . . . . . . . . . . . . . . . . . . . . . . .Page 119The Game, The Teams, The Players . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 121Economic and Marketing Impact . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 124Television-Radio/Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 128International Mega Event . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 133Media/Internet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 135Super Bowl Ring/Trophy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 136Super Bowl Week—Pregame, Halftime & Postgame Events . . . . . . . . . . . . . .Page 137Statistics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 139Super Bowl Miscellany . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 140

Contents

116

SUPER BOWL XXXIX

SUPER BOWL XXXIXNotes, Quotes & Anecdotes

America’s Most Significant Sporting Event“Here’s something I’ve learned. At atime when this country has never beenmore divided philosophically, socio-logically, financially, politically, and inalmost every way we can view ourselves,the Super Bowl has become arguably the most uniting, popular, entertaining,and significant event on our annualcalendar.”

—Pro Football Weekly

“The Super Bowl has evolved in the lastdecade. It’s a national event.”

—Hallmark Cards spokesperson Rachel Bolton

“You realize that everybody in the wholeworld is here for this game.”

—Philadelphia Eagles defensive line coach Tommy Brasher

“It’s like planning a wedding. Instead ofhaving 200 seats, you have 15 and every-one wants to go.”

—New England Patriots tight end Christian Fauria on trying to satisfy

his family and friends requests for Super Bowl XXXIX tickets

“The Super Bowl is becoming comfortfood. It brings us back to a simpler timewith no problems.”

—Psychologist Don Powell

“The Super Bowl by far provides thelargest audience any advertiser can reachat one time.”

—Nicole Bradley, spokesperson for Pepsi-Cola

“There is no more mainstream advertis-ing vehicle in the United States than theSuper Bowl.”

—Matt Ferguson, Careerbuilder’s Chief Executive

“We’ll get about 100,000 visitors, morethan 100 million U.S. television viewers,and a potential worldwide audience ofabout 1 billion watching the Super Bowlbroadcast.”

—Florida Times-Union

“Sales have been nothing short ofamazing. We’ve broken every record in31 years (of business), hitting numbersthat we only dreamed of.”

—John Smith, owner of JacksonvilleBeach’s Sports Mania store on sales

during Super Bowl XXXIX

“There should be no class on the Mon-day after the Super Bowl.”

—New England Patriots linebacker Larry Izzo

Dreams Do Come True“It’s a dream come true (to play in SuperBowl XXXIX).”

—Philadelphia Eagles quarterbackDonovan McNabb

“I don’t care if I have to mortgage myhouse, I’m going.”

—Philadelphia Eagles fan Kevin O’Donoghue on going

to Super Bowl XXXIXPhiladelphia Inquirer

“The greater team goal is winning theSuper Bowl. That supersedes what anyplayer goal might be. You have to make decisions and sacrifices. I knowwhat’s important to me and where mypriorities lie.”

—New England Patriots quarterback Tom Brady

“It’s a tremendous blessing to be hereand play in the world’s greatest footballgame.”

—New England Patriots safety Rodney Harrison

Tuning Into Super Bowl XXXIXThe 133.7 million Americans thatwatched at least part of Super BowlXXXIX on FOX ranks as the fifth-mostwatched program in television history,and eclipses Super Bowl XXXVI

(133.0 million) as FOX’s most-watchedprogram in the network’s 19-year history.

Why Do You Watch?Why do you watch the Super Bowl?• 92.1%—For the game• 5.6%—For the commercials• 0.9%—For the halftime show• 0.3%—Peer pressure• 1.2%—I don’t watch the Super Bowl

Super Host CityAccording to a SurveyUSA poll:• 75% of adults from the city of

Jacksonville thought the city did agood job as host city for Super BowlXXXIX.

• 90% of adults would like to seeJacksonville host the Super Bowlagain.

• 61% of adults went to Super Bowl-related activities on the First Coast.

Party Time21.5 million people will throw SuperBowl parties, 9.9 million will watch thegame in bars and restaurants, andconsumers who plan to watch the gamewill spend an average of $49.27 each (or $5.6 billion total) on Super Bowl-related items.

—USA Today

Holy Guacamole!43.8 million pounds of avocados will beeaten during Super Bowl XXXIX. That’senough guacamole to fill ALLTELStadium 10-and-one-half feet deep.

—USA Today

“THIS IS WHAT PLAYERS GOTHROUGH TRAINING CAMP FOR.

THIS IS WHY PEOPLE TRAIN SO HARD. THIS IS WHY GUYS

BLEED. THIS IS THE GAMEPLAYERS TRY TO REACH. THIS ISTHE PINNACLE AND IT DOESN’TGET ANY BETTER THAN THIS.”

—Philadelphia Eagles wide receiver Terrell Owens

NATIONWIDE CELEBRATIONOnce again affirming Super Bowl Sunday as a nationwide celebration, FOX’scoverage of Super Bowl XXXIX was seen by far more people than voted in the 2004 Presidential election (122 million) or went out to celebrate New Year’s Eve(106 million).

117

SUPER BOWL XXXIX

Don’t Forget the Pizza and Chips17—The average number of attendees

for a Super Bowl party.68—Percentage of Super Bowl party-

goers who prefer pizza.4,000—Tons of popcorn to be eaten.14,000—Tons of chips to be consumed.1,500,000—TV sets to be sold the week

before Super Bowl XXXIX.3,200,000—Pizzas that Pizza Hut and

Domino’s expect to sell on SuperBowl Sunday.

$125,000,000—Expected sales of SuperBowl merchandise.

—USA Today

Floating HotelsThe city of Jacksonville docked fivecruise ships along the St. John’s River,adding the equivalent of 3,667 hotelrooms, housing 6,400 people.


Super Bowl “Turf Cams”For Super Bowl XXXIX, FOX deployed“turf cams” in various positions on theplaying field, all within the hashmarks.It was the first time such images wereavailable during an NFL telecast.

—USA Today

Record International Advertising RatesFor Super Bowl XXXIX, Global TV inCanada charged a top rate of $110,000for a 30-second Super Bowl ad, a recordfor a Canadian sports broadcast.

SuperBowl.com InternationalCybercastSuper Bowl XXXIX was cybercast in six languages on SuperBowl.com, theNFL’s official website. The game wascybercast on the site in Danish, German,Japanese, Mandarin Chinese, Russian,and Spanish.

Super HelpersMore than 9,500 of Jacksonville’s1.2 million residents volunteered to help at Super Bowl XXXIX.


The Masses Came…About 120 commercial flights arrived atthe [Jacksonville International] airportThursday carrying about 14,000passengers. On a typical day, roughly8,000 passengers arrive on 100 flights.Many airlines switched to larger jets forthe Super Bowl crowds.

…and LeftThe city’s airport had its busiest day everwhen more than 25,000 passengersflooded its gates the day after the game.


Super Bowl Media Frenzy13,567 accredited members of the mediacovered Super Bowl XXXIX.

Media Day Covered Worldwide1,000 international reporters attendedSuper Bowl XXXIX Media Day atALLTEL Stadium.

Lending a Super HandThirty [thousand] to 40,000 pounds offood prepared during Super Bowl weekwinds up in food banks, churches, andsoup kitchens.

—New York Times

Small Businesses Benefit125 small businesses registered with theNFL for Super Bowl XXXIX. They wereprojected to eventually get $1.8 millionin work from the event.


Hurry…Before They’re GoneRosalia’s Italian Café sold 600 cheesesteaks in one hour before Super BowlXXXIX.

—Florida Times-Union“YOU CAN BE THE RICHEST MAN IN THE WORLD AND

NOT BE ABLE TO BUYMOMENTS LIKE THIS.”—New England Patriots offensive

coordinator Charlie Weis

SUPER BOWL XXXIXBROADCAST IN31 LANGUAGES

Super Bowl XXXIX was broadcast inthe following 31 languages: Arabic,Basque, Cantonese, Catalan, Danish,English, Farsi, Faroese, Filipino,Finnish, French, Galician, German,Greek, Greenlandic, Hindu,Hungarian, Icelandic, Italian,Japanese, Korean, Mandarin Chinese,Norwegian, Polish, Portuguese,Romanian, Russian, Serbian, Spanish,Swedish, and Thai.

“I HAVE BEEN IN THE NFLFOR 18 YEARS AND THIS IS MY

FIRST SUPER BOWL. IT’SSOMETHING I KNOW I WILL

REMEMBER FOR THE REST OFMY LIFE.”

—Philadelphia Eagles defensive coordinator Jim Johnson

SuperBowl.comSuperBowl.com posted recordnumbers for Cadillac Super BowlMVP voting and fan usage. Arecord 2.2 million unique userslogged on to SuperBowl.com onSuper Bowl Sunday—up from2 million for Super Bowl XXXVIII.

Beginning in the fourth quarter,fans cast a record 468,818 votes forthe Super Bowl MVP, surpassinglast year’s mark of 440,937. Fanvotes counted 20 percent (fourvotes) with another 16 on-sitemedia members representing theother 80 percent. Fans voted forthe Cadillac Super Bowl MVP viaSuperBowl.com, FoxSports.com,and by wireless devices.

The four fan votes were distributed as follows:Patriots QB Tom Brady 2.5

votesPatriots WR Deion Branch 1.0

voteEagles QB Donovan McNabb 0.5

vote

SB XXXIX DrawsRecord Internet Traffic

118

AMERICA’S UNDECLARED NATIONAL HOLIDAY

AMERICA’SUNDECLAREDNATIONAL HOLIDAY“These are days that define us asAmericans: Independence Day. Mother’sDay. Thanksgiving Day. And, of course,Super Bowl Sunday.”

—Washington Post

“Hallmark’s party experts (there reallyare such people) have been doing someresearch and have come to the conclu-sion that the Super Bowl has becomeAmerica’s biggest excuse for having aparty, surpassing even New Year’s Eve.”

—Wall Street Journal

“It’s become the biggest day in sports,almost as if it’s a national holiday, somaybe we shouldn’t be surprised that theSuper Bowl has come to be a microcosmof America here at the start of this newmillennium. People are tuning inbecause it’s an event, America’s partyholiday, and by definition that means ithas to appeal to the biggest demographicpossible. The Super Bowl has becomethe event in which the country seems totake a time-out to watch, regardless ofwhich teams are in it. The one gameeveryone watches, even those whowouldn’t know a blitz from a fly pattern.It’s about commerce as much as it’sabout football, a game that’s at the inter-section of sport and corporate culture.We love parades. We love fireworks. Welove spectacles. We love to hear abouthow much money companies pay fortheir commercials. We love big. And theSuper Bowl has become the biggestsports spectacle we have.”

—Providence Journal

“The Super Bowl has become the closestthing sports has given us to a nationalholiday, the Great American Spectacle,the one Sunday every year when thecountry comes to a near halt and revolvesaround the NFL’s championship game.”

—San Diego Union Tribune

“The four biggest holiday celebrations inthe United States are Thanksgiving,Christmas, New Year’s Day and theSuper Bowl.”

—Washington Post

“Football is our sport, and the SuperBowl is our national holiday.”

—San Diego Union Tribune

Celebration!Students declared their own holiday andoffices shut down as a million and a halfNew England Patriots fans jammedBoston’s downtown Tuesday for the city’s second Super Bowl party in threeyears. Police said the crowd surpassedthe 1.2 million at the Patriots’ 2002Super Bowl celebration.

—USA Today

We Gather TogetherOn the last Sunday in January, weAmericans will gather to honor what hasbecome the last great communal ritual.

—Boston Globe

Take the Day OffFrozen in amber somewhere is the imageof Americans doing things like stoppingin their tracks at 11 a.m. on ArmisticeDay as bells rang to honor war dead.Now there’s really only one true commu-nal ritual left. To merely say that theSuper Bowl is far and away America’sbiggest television event isn’t enough. To call it a ‘manufactured holiday’doesn’t quite do it, either. You can arguenow that it has become our preeminentsecular holiday.

—Newsweek

We Are Family“Anything that creates community inthis mobile age, with our rootless society,with so many people without extendedfamilies, is good. The Super Bowl turnsthe country into one huge cheeringsection.”

—Jack Lindquist, senior pastor,Church of Incarnation, San Diego

National Holiday“It’s New Year’s Eve, the Fourth of July,and Mardi Gras rolled into one...theSuper Bowl is America’s Game.”

—Los Angeles Times

We Give Thanks...Super Bowl Sunday is the second biggesteating day of the year, right behindThanksgiving.

—San Diego Union-Tribune

Pass the Chips...Aside from holidays (July 4, Labor Day,etc.) the Super Bowl is Frito-Lay’sbiggest snack day of the year.

...And the PizzaDomino’s has its single-biggest sales dayof the year on Super Bowl Sunday. Itsells 1.2 million pizzas in the USA eachyear on Super Bowl Sunday. The chain’sbiggest pizza-selling days of the year:1. Super Bowl Sunday2. New Year’s Eve3. Halloween4. The night before Thanksgiving5. New Year’s Day

“They haven’t startedgiving people the day

off on Monday yet,but in some respects,Super Bowl Sundayseems like it’s more of a national holiday

than a lot of thosedays that are actualholidays. The Super

Bowl is a commercialevent that has takenon a civic character. ”

University of Missouri professor Jeffrey Pasley, who studies the history of patriotism

119

THE COUNTRY’S MOST IMPORTANT SPORTING EVENT

THE COUNTRY’SMOST IMPORTANTSPORTING EVENT“The game with the Roman numeralsdwarfs championships decided ondiamonds, courts, and ice...Other sportscan only envy the enormity of theSuper Bowl.”

—USA Today

“For the one day that is Super BowlSunday, your color and ethnicity and religious beliefs and everything else thatseparates different factions of society isall forgotten. For those few hours, it’sjust the entire world watching our game.How cool is that?”


“It’s the sports championship game withthe Roman numerals, which separates itfrom all other title games and conjuresup images of gladiators ready to battle.It’s the biggest single-day sportingevent—the Super Bowl. And everybodywants a piece of the action.”

—New York Newsday

“Can you imagine what it feels like to beIrish and be at this most American ofevents? It’s amazing. To be here at theSuper Bowl, to know this is the veryheart of America, it feels right.”

—Bono, lead singer of U2, featured in Super Bowl XXXVI halftime show

“In sport and in life, America neverlooked better [than at Super BowlXXXVI].”

—Chicago Sun-Times

“It’s the single largest event that attractsthe most people.”

—Jeff Kuhlman, director of communications for Cadillac

History Lessons“History of America, Part I (1776-1966):Declaration of Independence,Constitutional Convention, LouisianaPurchase, Civil War, Reconstruction,World War I, Great Depression, NewDeal, World War II, TV, Cold War, civil-rights movement, Vietnam. Historyof America, Part II (1967-present): theSuper Bowl era. The Super Bowl has become Main Street’s Mardi Gras.”

—Norman Chad, TV Guide

Common Interest“The Super Bowl, because it garners broad-based interest in the Americanpublic that transcends social class, race,gender—all kinds of boundaries—pro-vides a context for the nation to shareinterest in a common event. The Oscars, the Emmys, even a presidentialelection...none of them compare. Interms of political conventions, they drawtheir own party and not across groupboundaries. The Super Bowl is a singularsociocultural event that is powerfuleconomically, as well as socially andculturally.”

—Jomills Braddock II, director of theUniversity of Miami’s Center for

Research on Sport in Society

Competing Interest“This is the premier sporting event inthe country, and it symbolizes competi-tion.”

—John Swigard, special promotions coordinator, Ford Motor Company

What’s the Other Half Doing?“When you think that virtually half thecountry’s watching the Super Bowl…thismakes a hell of a statement.”

—Jon Mandel, Grey Advertising

American Made“If we were to brand America, the brandwould be the Super Bowl. This game isall about freedom, excitement, and ful-filling your dreams. It’s the challenge ofthe best going up against the best.”

—Jim Johnson, president, Anspach Grossman Enterprise

Business Sense“The Super Bowl, as a cultural andcommercial experience, impressespeople in the business realm as no otherannual event in the world.”

—Pat Conners, vice president of marketing, Mesa Distributing

Diverse Audience“The Super Bowl crosses sexual bound-aries, racial boundaries, regional bound-aries, cultural boundaries, even financialboundaries….Everybody watches….”

—Kansas City Star

See and Be Seen“The Super Bowl is an event where the beautiful people go to be seen, thesame as when entertainers used to sitringside at heavyweight title fights.From Miss America [Angela Perez],Carmen Electra, and Jennifer Lopez toEvander Holyfield, B.B. King, and RickyMartin, they know it’s good business tobe part of the spectacle.”

—Washington Times

“SUNDAY WAS THE BESTSUPER BOWL OF THEM ALL,FOR ALL THE FINE REASONSTHAT WE COME TO SPORTS,ALL THE THINGS THAT MOVEUS IN SPORTS, AND MAKE US

TALK ABOUT GAMES LIKESUPER BOWL XXXVI

FOREVER.”— New York Daily News

“...AN AMERICAN RITE OFSPORTS AND MARKETING

THAT WAS BORN IN RELATIVEMODESTY, BUT HAS GROWN

TO BE THE UNDISPUTEDCHAMPION OF SPORTS

EXTRAVAGANZAS.”—New York Times

An April, 2000, ESPN Sports Poll ranked the Super Bowl as the most anticipated sportingevent or competition in any givenyear. The Super Bowl drew 24.5 percent of the survey votes,three times the 7.6 percent of the poll’s runner-up—the World Series.

Super Bowl 24.5%World Series 7.6%Olympics 5.7%NFL Playoffs 4.3%NBA Playoffs 3.5%NCAA Men’s Final Four 3.3%Daytona 500 2.8%NBA Finals 2.4%Stanley Cup Finals 1.9%

—ESPN

Counting the Days

Top 15 All-Time Television Programs Based on audience rating (A.C. Nielsen)

Rank Program Telecast Date Network Avg. Audience (%)

1 M*A*S*H (Final Episode) Feb. 28, 1983 CBS 60.2

2 Dallas Nov. 21, 1980 CBS 53.3

3 Roots-Part VIII Jan. 30, 1977 ABC 51.1

4 Super Bowl XVI Jan. 24, 1982 CBS 49.1

5 Super Bowl XVII Jan. 30, 1983 NBC 48.6

6 Winter Olympics Feb. 23, 1994 CBS 48.5

7 Super Bowl XX Jan. 26, 1986 NBC 48.3

8 Gone With The Wind-Part 1 (Big Event-Pt. 1) Nov. 7, 1976 NBC 47.7

9 Gone With The Wind-Part 2 (NBC Mon. Movie) Nov. 8, 1976 NBC 47.4

10 Super Bowl XII Jan. 15, 1978 CBS 47.2

11 Super Bowl XIII Jan. 21, 1979 NBC 47.1

12 Bob Hope Christmas Show Jan. 15, 1970 NBC 46.6

13 Super Bowl XVIII Jan. 22, 1984 CBS 46.4

13 Super Bowl XIX Jan. 20, 1985 ABC 46.4

15 Super Bowl XIV Jan. 20, 1980 CBS 46.3

120

THE COUNTRY’S MOST IMPORTANT SPORTING EVENT

America Watches“ D o e s n’t matter which teams are playing.D o e s n’t matter how lopsided the g a m e .America watches. The most-watched t e l e-vision shows [in numbers of people] areSuper Bowls….And truth is, nobody’ squite sure how the Super Bowl becamethe Super Bowl. It was just supposed to bea football game. But…it’s bigger thanthat. It’s bigger than anything, really. ”

—Kansas City Star

Foresight[Former NFL Commissioner Pete]Rozelle, whose game was public relationsbefore ascending to running a game,decided that the meeting between thechampions of the established NFL andthe upstart AFL would come not theSunday after the league championshipgames, but two weeks later.

“It was as calculated a decision as wasever made by the league,” said formerCowboys president Tex Schramm. “Theidea was to give the game time to build.That allowed us to get the teams in early,to make them available, to make surethat the media got everything it neededto tell the world about our game.”

—Dallas Morning News

Ski LiftOfficials at Wachusett [Massachusetts]Mountain Ski Area erected a huge television screen, estimated by one employee at 10 feet by 10 feet, at the baseof the chair lift. “That way, fans canwatch the game while they’re waiting inline, take a run during commercials, andski back in time to watch some moreplays,” said Tom Meyers, marketingdirector at the ski area. Patrons could getlift tickets at half price if they couldname 11 Patriots in 60 seconds.

—Boston GlobeSuper Bowl XXXI

“PAUL TAGLIABUE LOOKEDIN ALL DIRECTIONS FRIDAY,

AND WHAT HE SAW WASGOOD. PROFESSIONALFOOTBALL WAS THE

UNDISPUTED HEAVYWEIGHTSPORTS CHAMPION OF

AMERICA. AND PERHAPSSOMEDAY, THE WORLD.”

—Washington Post, at Super Bowl XXVII

Former President Gerald Fordwatched Super Bowl XIII while on atrip to Israel. President RonaldReagan tossed the coin at the WhiteHouse prior to Super Bowl XIX andhis performance was shown via tele-vision on the scoreboard at StanfordStadium. President George Bushmade a taped message for U.S. mili-tary forces engaged in Desert Storm,and it was shown on television athalftime of Super Bowl XXV.

Mr. Bush, as Vice President,attended Super Bowl XVI at thePontiac Silverdome, and later was aspectator at Super Bowl XXXVI atthe Louisiana Superdome. VicePresident Al Gore attended SuperBowl XXVIII at the Georgia Dome.Vice President Spiro Agnewattended Super Bowl V at Miami’sOrange Bowl. They are the highest-ranking United States officials toattend a Super Bowl.

Executive Privilege

121

THE GAME, THE TEAMS, THE PLAYERS

THE GAME,THE TEAMS,THE PLAYERS“The Super Bowl is about opportunity.To go from humble beginnings, topursuing a dream, to becoming cham-pion of the world. That’s what it’s allabout—opportunity.”

—Mike Ditka

“This Super Bowl [XXXVIII] might bethe Super Bowl all others are measuredagainst, at least as long as grit and aheart-stopping finish are among themeasuring sticks.”

—Houston Chronicle

“This [XXXVIII] was one of the bestSuper Bowls, full of comebacks andstrategy, athletic feats and suspense.Sunday night was for the championshipof this vast and powerful league, and itwas worthy of such attention.”

—New York Times

“So now Bill Belichick’s Patriots havegiven us the two best endings in SuperBowl history. And no one could haveknown it at the time, but the Patriots andthe Panthers were on their way to making

Super Bowl XXXVIII the craziest andbest and most entertaining Super Bowl ofthem all. Twenty-four points in the lastthree minutes of the first quarter. Thirty-seven points in the fourth quarter!”

—New York Daily News

“With everything that happened thisweek, with all the security, the fact thatwe’re at war, and then to have a greatgame like this, I don’t see how anyonecan say this [XXXVI] wasn’t the greatestSuper Bowl of all time.”

—Ty Law, New England Patriots cornerback

“Commissioner Tagliabue should beproud. Super Bowl XXXVI will not onlybe remembered for the Patriots’ stunning20-17 upset of the highly-favored Rams,but also for the extensive security mea-sure put in place in the aftermath ofSeptember 11. The end result was amonumental event that went off withlittle inconvenience to the average ticket holder.”

—New York Post

“[In Super Bowl XXXVI] the NFLdemonstrated its ability to put on a display of unbridled patriotism betterthan any organization in sports.”

—Washington Post

“People all over the world are attractedto events that endorse a sense of ‘we-ness.’ We love big events like the SuperBowl. We are constantly looking for aconnection with each other based on thenotion of nationhood. It is an opportu-nity for us to gather as one.”

—Dr. Jay Coakley, professor of sociology at the University of Colorado

at Colorado Springs

“This [XXXVI] was not only the biggestupset in the 36 years of Super Bowl his-tory, with the best finish in Super Bowlhistory, but all of it happened with themost timely backdrop. From thepregame songs of John Phillip Sousa tothe halftime unveiling of the names ofthose killed in the September 11 tragedy,the theme of this game was the resilienceof a unified America.”

—Los Angeles Times

“This was a game you didn’t want to end.This may have been the greatest SuperBowl of them all, for more reasons thanyou can count. Super Bowl XXXVI will

be remembered for a lot of things, butfirst and foremost it should be remem-bered as a classic championship event.”

—Contra Costa Times

Brady’s BunchTom Brady became the youngestquarterback in NFL history to win twoSuper Bowl rings (Brady was 26 yearsand 182 days old). In second place isTroy Aikman (27 years and 70 days old).

Patriots AirlinesThe Patriots employed six 767s to flytheir entire group of players, coaches,sponsors, family, friends and associatesto Houston for Super Bowl XXXVIII.

—Boston Globe

Super Secret ServiceSuper Bowl XXXVI was the first sport-ing event to be tagged a “NationalSpecial Security Event,” a designation bythe Federal Government that makes the Secret Service the coordinating agency.

I $12, $10, $6II $12III $12IV $15V $15VI $15VII $15VIII $15IX $20X $20XI $20XII $30XIII $30XIV $30XV $40XVI $40XVII $40XVIII $60XIX $60X X $ 7 5X X I $ 7 5

X X I I $ 1 0 0X X I I I $ 1 0 0X X I V $ 1 2 5X X V $ 1 5 0X X V I $ 1 5 0X X V I I $ 1 7 5X X V I I I $ 1 7 5X X I X $ 2 0 0X X X $350, $250,

$ 2 0 0X X X I $ 2 7 5X X X I I $ 2 7 5X X X I I I $ 3 2 5X X X I V $ 3 2 5X X X V $ 3 2 5X X X V I $ 4 0 0X X X V I I $500, $400X X X V I I I $ 6 00, $500,

$ 4 0 0X X X I X $600, $500X L $700, $600

Super Bowl TicketsPRICES

TICKET DISTRIBUTION17.5% AFC champion17.5% NFC champion

5.0% Host city team(s)34.8% Other 29 teams (1.2% each)25.2% NFL Office for distribution

to fan lottery, NFLPA,media, and other NFLassociates

“What more could you want? Super Bowl

XXXVIII had it all,making it the best ever.

It was the greatestSuper Bowl of all

time. Now this was a wonderful

championship battle,full of everything that

makes the gamedramatic, draining,

enervating, maddening,fantastic, exciting.”

—Sports Illustrated

122


The Greater Good“When we watch the Super Bowl, we areable to imagine ourselves being part ofsomething greater than ourselves.”

—Cecilia O’Leary, associate professor of history at Cal State-Monterey Bay

It’s Now or Never“This isn’t anything like the WorldSeries. In the World Series, you’ve got atleast four or five opportunities that youknow you’re going to play. This is a one-time shot, man. This is cool.”

—Deion Sanders

Around the Water Cooler“People watch because they know otherpeople are watching. They know thateverybody is going to be talking about itthe next day.”

—David Stewart, chairman, USC marketing department

Super ExtravaganzaEd Micone, executive vice-president and executive producer, Radio CityEntertainment, states that the “SuperBowl is the biggest entertainmentextravaganza in the world.”

Super Bowl I Among Most MemorableEvents of 1960sSuper Bowl I was selected second only toman walking on the moon among themost memorable events of the 1960s in a1999 U.S. Postal Service survey of almostone million Americans.

Last, But Not LeastThe Tennessee Titans became the eighthand last of the original AFL franchises to advance to the Super Bowl (XXXIV).

The Titans did so in their fortiethseason. The seven others, in order, were the Kansas City Chiefs, OaklandRaiders, New York Jets, Denver Broncos,New England Patriots, Buffalo Bills, andSan Diego Chargers.

—The Tennessean

Fashion StatementAn estimated 100,000 people—it justseems like more, with the bulky head-gear those Wisconsin types wear—will descend on San Diego for the SuperBowl [XXXII]. By comparison, theRepublican National Convention in 1996drew 30,000, many of whom also sportedunusual hats.


Why Roman Numerals?The use of Roman numerals to designateSuper Bowls began with V, won by theBaltimore Colts over the Dallas Cowboys16-13 on Jim O’Brien’s 32-yard field goalwith five seconds remaining.

The Roman numerals were adopted to clarify any confusion that may occurbecause the NFL ChampionshipGame—the Super Bowl—is played in the year following a chronologicallyrecorded season. Numerals I through IVwere added later for the first four Super Bowls.

It Became Super at Age IIIThe AFL-NFL World ChampionshipGame was a Packers’ Party its first two years before the Super Bowl tagbecame official at game III. Lamar Hunt,owner of the Kansas City Chiefs, was fas-cinated by the name and liveliness of aSuper Ball that was a favorite playthingof his children, and was the originaladvocate of the name Super Bowl.

Super SixDefensive tackle Mike Lodish holds the record of playing in six Super Bowls.Lodish played for AFC-championBuffalo in Super Bowls XXV throughXXVIII, and was a member of Denver’sSuper Bowl XXXII and XXXIIIchampions.

Reeves Holds Appearance RecordDan Reeves participated in more SuperBowls, nine, than any other coach orplayer. Reeves played running back forthe Dallas Cowboys in Super Bowls Vand VI, and was a Cowboys assistantcoach in X, XII, and XIII. Reeves was

head coach in Denver from 1981 to 1992,leading the Broncos to three AFCchampionships and into Super BowlsXXI, XXII, and XXIV. He also coachedthe Atlanta Falcons in their Super BowlXXXIII appearance.

One Coach, Two Teams, Two Super BowlsDick Vermeil became the fourth headcoach in NFL history to take two fran-chises to the Super Bowl when he guidedthe St. Louis Rams to victory in SuperBowl XXXIV. Vermeil was head coach ofthe Philadelphia Eagles when they lostto the Oakland Raiders 27-10 in SuperBowl XV. Don Shula (Colts andDolphins), Bill Parcells (Giants andPatriots), and Dan Reeves (Broncos andFalcons) are the others.

A Man For All DecadesOnly one person, Gene Upshaw, hasplayed in Super Bowls in three different decades. Upshaw, who wasinducted into the Pro Football Hall ofFame in 1987, played guard for theOakland Raiders from 1967 to 1981, andhe participated with the AFL/AFCchampions in Super Bowls II (1968), XI(1977), and XV (1981).

Quarterback Jeff Rutledge was aSuper Bowl participant in two decades,but also was a member of a team that wasthe NFC champion in a third decade.Rutledge was on the roster of the 1979 Los Angeles Rams, who played inSuper Bowl XIV (1980), and then heplayed for the New York Giants in XXI(1987) and the Washington Redskins in XXVI (1992).

Matt’s the OneLinebacker Matt Millen is the only player to earn Super Bowl championshiprings with three different teams—theRaiders in XV and XVIII, the 49ers inXXIV, and the Redskins in XXVI.

Huddle to SidelineTom Flores was the first person to earnSuper Bowl rings as a player, assistantcoach, and head coach. He was a backupquarterback for the Kansas City Chiefsin IV, an assistant for Oakland in XI,and, as a head coach, led the Raiders to victory in XV and XVIII.

Mike Ditka became the second whenhe led Chicago to victory in Super BowlXX. Ditka was a player and an assistantcoach on championship teams in Dallas.

“IF YOU BELIEVE INDESTINY, MAYBE THIS IS THEWAY IT WAS SUPPOSED TOBE, WITH A TEAM CALLED

THE PATRIOTS WINNING ONA SUPER SUNDAY THAT WASSET UP AS A STAR-SPANGLEDSHOWCASE TO CELEBRATE

THE STRONG SPIRIT OFAMERICA AFTER THE

TRAGEDY OF SEPTEMBER 11.”—St. Louis Post-Dispatch on XXXVI

123


Through Super Bowl XXXIX, five officials had worked a record five Super Bowls. They are line judge Bob Beeks, umpire RonBotchan, line judge Jack Fette, back judge Al Jury, and back judge Tom Kelleher. Beeks, Botchan, Fette, and Kelleher are allretired, while Jury remains active, including working Super Bowl XXXIV in Atlanta. NFL game officials receive postseasonassignments based on their performance during regular-season games.Alfred, Bruce–II, VII, IXAncich, Hendi–XXIVAnderson, Walt–XXXVAustin, Gerry–XXIV, XXXI,

XXXVBaetz, Paul–XXIII, XXVI,

XXXIIBarnes, Tom–XXVIIIBarth, Gene–XVIIIBaur, Bob–IIBaynes, Ron–XXIX, XXXIIIBeeks, Bob–XIV, XVI, XVIII,

XXI, XXIIIBell, Tom–III, VIIBergman, Jeff–XXXIBergman, Jerry–XIII, XVI,

XVIII, XXIIIBlum, Ron–XXIV, XXVIBoston, Byron–XXXIVBotchan, Ron–XX, XXVII,

XXIX, XXXI, XXXIVBoylston, Bob–XXI, XXVIBrown, Chad–XXXVCarey, Don–XXXVIICarollo, Bill–XXX, XXXVIICashion, Red–XX, XXXConnel, Joe–VI, X, XIICoukart, Ed–XXXVIIConway, Al–IX, XIV, XVI, XXIICreed, Dick–XXVI, XXXDaopoulos, Jim–XXXIIIDemmas, Art–XIII, XVII, XXV,

XXVIIIDodez, Ray–XIXDolack, Dick–IXDooley, Tom–XVDorkowski, Don–XXXIIDouglas, Ray–IX, XIIDreith, Ben–VIII, XVFette, Jack–V, VIII, X, XII, XXII

Fincken, Tom–XXIX, XXXI,XXXIV

Frantz, Earnie–XXIV, XXXI,XXXIV

Gamber, Hugh–VGierke, Terry–XXIGlass, Bama–XXGonzales, Joe–IIIGraf, Fritz–V, VIII, XV, XVIIIGreen, Scott–XXXVI, XXXVIIIGrier, Johnny–XXIIHaggerty, Pat–XIII, XVI, XIXHakes, Don–XVI, XXX, XXXIIIHamer, Dale–XVII, XXIIHampton, Donnie–XXVIIHantak, Dick–XVII, XXVIIHayes, Laird–XXXVI, XXXVIIIHensley, Tom–XIXHittner, Mark–XXXVI, XXXVIIIHochuli, Ed–XXXII, XXXVIIIHolst, Art–VI, XIIJavie, Stan–II, VIII, X, XIVJones, Nate–XXVIIIJorgensen, Dick–XXIVJury, Al–XX, XXII, XXIV,

XXVIII, XXXIVKeck, John–XXXKelleher, Tom–IV, VII, XI, XV,

XIXKessle, Harry–IVKnight, Pat–XIIIKukar, Bernie–XXXIII, XXXVILane, Gary–XXIII, XXXIIILeavy, Bill–XXXIVLepore, Cal–IIILewis, Bob–XIXLisetski, Mike–ILook, Dean–XIII, XV, XXVIILovett, Bill–XXXVLuckett, Phil–XXXI

Mace, Gil–XVIII, XXIMallette, Pat–XXIMarion, Ed–V, IX, XIMarkbreit, Jerry–XVII, XXI,

XXVI, XXIXMcAulay, Terry—XXXIXMcDonough, John–IVMcElwee, Bob–XXII, XXVIII,

XXXIVMcKenzie, Dick–XXV, XXVIIMerrifield, Ed–XXVIMiles, Leo–VIII, X, XIXMillis, Timmie–XXIX, XXXIIIMontgomery, Ben–XXXII,

XXXVIIIMorcroft, Ralph–II, VIIIMorelli, Pete–XXXVIMurphy, George–IIIMusser, Charley–IV, XIVNemmers, Larry–XXVO’Brien, Bill–XOrem, Dale–XXXOrr, Don–XVII, XXIV, XXVIIIPaganelli, Carl—XXXIXPalazzi, Lou–IV, VII, XIParker, Walt–IIIParry, Dave–XVIIPatterson, Rick–XXXVII,

XXXIXPhares, Ron–XXVII, XXIX,

XXXVIPoole, Jim–XXI, XXVIIQuinby, Bill–XIXQuirk, Jim–XXXIIReader, Jack–I, IIIReynolds, Bill–XVIIRice, Bob–XVI, XXRice, Jeff–XXXVI, XXXVIIIRivers, Sanford–XXXIIISabato, Al–I, VI

Schachter, Norm–I, V, XSchleibaum, Bill–IVSchleyer, John–XXXIISchmitz, Bill–XXXVSeeman, Jerry–XXIII, XXVSemon, Sid–XXV, XXVIIISifferman, Tom–XXXVII,

XXXVIII, XXXIXSilva, Fred–XIVSinkovitz, Frank–XVSkelton, Bobby–XXIIISkover, Tony–VIISlaughter, Gary—XXXIXSteenson, Scott–XXXISteinkerchner, Mark–XXXVII,

XXXIXSteratore, Tony—XXXIXSwanson, Bill–XI, XVISwearingen, Fred–XIIITerzian, Armen–XIToler, Burl–XIVTompkins, Ben–XIV, XVIIIToole, Doug–XXXII, XXXVTrepinski, Paul–VTunney, Jim–VI, XI, XIIUlman, Bernie–I, IXVandenberg, Ralph–VIVaughan, Jack–XX, XXV, XXIXVest, Jack–IIVeteri, Tony–II, VII, XII, XVVeteri Jr., Tony–XXXVWedge, Don–XXIIWeidner, Paul–XXXWells, Gordon–XVIII, XXIIIWilliams, Banks–XXVWilliams, Dale–XX, XXVI,

XXXVIIWortman, Bob–VI, XIIYoung, George–I

Super Bowl Officiating Assignments

I Norm SchachterII Jack VestIII Tom Bell IV John McDonoughV Norm SchachterVI Jim TunneyVII Tom BellVIII Ben DreithIX Bernie UlmanX Norm SchachterXI Jim TunneyXII Jim TunneyXIII Pat Haggerty

XIV Fred SilvaXV Ben DreithXVI Pat HaggertyXVII Jerry MarkbreitXVIII Gene BarthXIX Pat HaggertyXX Red CashionXXI Jerry MarkbreitXXII Bob McElweeXXIII Jerry SeemanXXIV Dick JorgensenXXV Jerry SeemanXXVI Jerry Markbreit

XXVII Dick HantakXXVIII Bob McElweeXXIX Jerry MarkbreitXXX Red CashionXXXI Gerry AustinXXXII Ed HochuliXXXIII Bernie KukarXXXIV Bob McElweeXXXV Gerry AustinXXXVI Bernie KukarXXXVII Bill CarolloXXXVIII Ed HochuliXXXIX Terry McAulay

Super Bowl Referees

124

ECONOMIC AND MARKETING IMPACT

ECONOMIC ANDMARKETING IMPACTSuper XXXVIII HostThe Houston Super Bowl XXXVIII HostCommittee and the NFL estimated thatthe week’s Super Bowl festival produceda $250 million to $300 million economicimpact for the city.

“The reality is this is an absolutelytremendous plus [for Houston],” saidHarris County Commissioner SteveRadack. “When they see ReliantStadium and all the behind-the scenes, itis going to be catalyst for others to take acloser look at Houston.”

Super Profits“The Super Bowl is 25 to 30 percent ofyour profit for a year. It means an awfullot to us.”

—Jerry Anderson, General Aviations operations manager

Super Impact on Hosts“You land that Super Bowl and all of asudden you’re a Super Bowl city, whichonly a handful of cities can say. There

are two ways to look at it. One from theeconomic impact, which is obvious anddefinitely very beneficial for the city.The second one is it gives them anincredible selling tool to go out and helpmake money for the upcoming years.”

—Chris Smith, chief strategy officer of The Marketing Arm

Many Happy Returns“Economic impact is one reason theSuper Bowl is so widely sought. For a$3.6 million investment to put on thegame, a metropolitan area stands to nettremendous returns over a substantialperiod of time. Any investment whichgarners a 5,000 percent return is a prettysound business move.”

—Charles Scurr, president of the SouthFlorida Host Committee (XXIX)

Does It Get a Trophy, Too?“The Dallas Cowboys beat the Pitts-burgh Steelers on Super Sunday, but the real winner of Super Bowl XXX wasthe state of Arizona.”

—Arizona Governor Fife Symington

They Play a Game, Too“Today’s Super Bowl XXXII is theworld’s premier corporate musical, theultimate production in an entertainmentmarketplace created and hyped by multinational capitalists run amok.”


And Tigger, Too“With the Super Bowl, we’re like Winniethe Pooh in a vat of honey. If we had achance to host it every year, we would….This is a sophisticated tourism market,and it’s hard to find events like the

$292 MILLION IMPACTSuper Bowl XXXIV Generated $292 Million Economic Impact

Super Bowl XXXIV generated a total economic impact of $292 million for the state of Georgia, according to a study released by Georgia State University of Atlanta. Highlights of the study, jointly funded by the Atlanta Sports Council and the NFL included:• 94,000 people visited metropolitan Atlanta and Georgia for the Super Bowl and

related activities.• Atlanta received $215 million of the total $292 million economic impact. • Of the 72,625 spectators attending Super Bowl XXXIV, 65,250 were out-of-town

visitors.• A total of 29,362 fans visited Georgia but did not attend the game.• The average visitor spent $350 per day.• 87 percent of visitors stayed in hotels.• $48.72 was spent by the average fan for food, beverages, and souvenirs at the

game.• Corporations spent $11.2 million in Atlanta during Super Bowl week.• Media companies spent $6.5 million covering the Super Bowl.

“NEARLY A HUNDRED THOUSAND PEOPLE JOURNEY TO THE [SUPER BOWL] AND MILLIONS WORLDWIDE TUNE

IN EACH YEAR TO WATCH HOURS OF COSTLY ADVERTISEMENTS AND FANTASTIC HALFTIME SPECTACLES…SOMETIME BEFORE

THE BIG KICKOFF IN ATLANTA [SUPER BOWL XXVIII], SEVERALCORPORATIONS COLLECTIVELY SPENT SOMEWHERE

IN THE NEIGHBORHOOD OF $3.7 BILLION TO HAVE THEIR NAME ATTACHED TO THE SUPER BOWL, AND SPONSORSHIPS

LIKE THAT CAN’T GO UNRECOGNIZED.”—Special Events Magazine

Closing the Deal

“Taking the Super Bowl tomore cities represents acouple of things. Numberone, the recognition that thegame is a tremendous asset tothe community and the im-pact of the game goes waybeyond football and can be apositive for the entire tourismand travel economy of many,many different cities. Ands e c o n d l y, it reflects the factthat so many cities haveinvested public monies, eitherin total or in part, to buildnew stadiums and, in thosecircumstances, our ownershiphas felt it’s important tosupport those investmentswith the Super Bowl game.”

—NFL CommissionerPaul Tagliabue

125


Super Bowl that attract almost 200,000people spending that kind of money.”

—Ft. Lauderdale Convention and Visitor’sBureau President Nikki Grossman

Wide-Ranging Effects“While the Super Bowl has become an entrenched American tradition in sales, social, and advertising circles, its reachnow extends into the corporate motivational arena.”

—Washington Post

Long-Term Implications“If history is any judge, many companieswill eventually relocate here as a directresult of corporate executives who cameto see the game and walked awayimpressed with the area’s natural beauty,lifestyle, and business-friendly environ-ment…To be honest, there are a lot ofpeople who still think Arizona looks likeSaudi Arabia. The benefits Arizona seesin January 1996, are not the issue. Ourbelief is that the Super Bowl will createsignificant long-term benefits.”

—Rich Warnick, Young, Cunningham, & Co.

Owning Part of HistoryLess than one month after winning theSuper Bowl [XXXVII], nearly one mil-lion Tampa Bay Buccaneers champi-onship T-shirts and hats were sold, sec-ond only to the sales racked up by theDenver Broncos when they won theirfirst Super Bowl in 1998. The buyerswere not from Buccaneers territory only.About half the sales came from outsideFlorida.

Everyone is a WinnerSome 10,000 NFL-licensed items—manyprinted with “Oakland Raiders SuperBowl [XXXVII] Champions”—went toWorld Vision, a Christian relief anddevelopment organization assisting 70million people in 92 countries. For manyyears, the NFL has sent its surpluschampionship apparel to World Visionfor shipment to any of the 29 countriesin Africa and Eastern Europe to whichthe NFL requested its gifts be sent.

New England Patriots FilmographyAccording to USA Entertainment,300,000 copies of the New EnglandPatriots Super Bowl XXXVI Championsvideo produced by NFL Films were ordered by dealers before the releasedate, a 33-percent increase over the previous biggest seller.

—Boston Globe

Don’t Be LateAccording to Ken Flanders, the directorof retail operations at Foxboro Stadium,people began lining up outside thePatriots’ Pro Shop at 7:30 a.m. to buy merchandise after Super Bowl XXXVI.By the end of the day, the entire shopwas virtually void of any championshipparaphernalia.

—Boston Globe

Mmmm GoodOne Super Bowl XXXVI advertiser,AT&T mlife.com, emerged from nowhereto become a recognizable online brandovernight. The company’s annual SuperBowl traffic ratings and analysis foundthat AT&T mlife.com registered trafficfor the first time on the Saturday beforeSuper Bowl XXXVI with 34,000 uniquevisitors; traffic then spiked to 681,000unique visitors on Super Bowl Sunday.The success prompted the brand’s parentcompany AT&T Wireless to become thesponsor of the Super Bowl XXXVIIHalftime Show.

—Jupiter Media Metrix

XXIX Good For South FloridaThe January 29 [1995] game attractedmore visiting fans than any other championship in NFL history andpumped $204.5 million into southFlorida.

—Report by Barry University

Direct and Indirect“Indirect activity—that bigger bleachbuy for cleaning all those hotel sheets,those extra crates of tomatoes thatrestaurants buy from South Dadefarmers, those National Football Leaguesouvenirs bought by folks who don’t evengo to the game—accounts for a big partof the benefits for a Super Bowl host city:

• San Diego (1988) $136 million total impact, $70.6 million indirect;

• Tampa (1991) $118 million total impact, $58 million indirect;

• Los Angeles (1993) $182 million totalimpact, $100 million indirect;

• Atlanta (1994) $166 million total impact, $90 million indirect.

“Indirect activity is a huge compo-nent,” said Kathleen Davis, coordinatorof Barry University’s Sports Manage-ment Program. “I think this event isgoing to realize some very healthy num-bers for Miami—probably beyond pro-jections.”

The Los Angeles study, prepared bythe John E. Anderson Graduate Schoolof Management at the University ofCalifornia Los Angeles, estimated the1995 game would bring as much as a$146 million economic boost to theMiami area, $80.3 million of that fromindirect economic activity.

—Miami Herald

RIPPLE EFFECT“The Super Bowl has to bethe quintessential opportu-nity for destination market-ing—the plum that every cityof any size plots for andschemes toward. I know. I waschairperson for the 1992Super Bowl, and while thegame of the year is won in amatter of hours, winning theSuper Bowl for one’s homecity can—and in our case,did—take years. And it was worth every iota of effort it took.

“ Few people realize the pos-itive effects a Super Bowl canhave on a state’s economy,tourism, and overall image.The ‘ripple’ can provide aneven more dramatic economicimpact than the game itself.While more than $100 mil-lion is likely to be spent in ahost city in the span of a fewwinter days, the ripplesspreading through the monthsthereafter are harder to trackbut no less significant. Savvyplanners use the Super Bowlto build their area’s futureimage and business. Theymake the most of their timein the spotlight to pinpointthe area as a positive destina-tion for years to come.”

—Marilyn Carlson Nelson, Chair, Super Bowl XXVI Task Force

Cheeseheads UniteThe Super Bowl XXXI Champions videosold 70,000 copies in the city limits ofGreen Bay, a city of 100,146. The first65,000 videos were sold within the firstfive days, making it the fastest sellingsports video ever.

Logo Athletic sold more than 650,000locker-room hats worn by Green Bayplayers during the Lombardi Trophy cer-emony. The previous record was 450,000.

More than 950,000 Super Bowlprograms were sold, beating the previousrecord of 700,000 set in 1986.

Sport’s MeccaThe Super Bowl is the Woodstock ofcorporate America. Corporate jets areexpected to land in New Orleans everythree-to-four minutes Sunday morn-ing…The game’s bottom line: an esti-mated $250 million local economicimpact, a 56 percent increase from NewOrleans’s 1990 Super Bowl. (Source:MetroVision Research, the economicdevelopment arm of the region’sChamber of Commerce.)

On average, Super Bowl visitors areexpected to spend $900-1,000 a day overtwo to three days.

—USA Today

Everyone WinsThe Espiritu Community DevelopmentCorporation beat out 14 other non-profitgroups to receive $1 million from theNFL to transform its Montessoripreschool and charter school into aYouth Education Town in Phoenix.

126


Hungry FansThe Hostess bakery in Salt Lake City,which services the Denver area, has beenstocking up on blue-and-orange dyedSno Balls for weeks. Last year, they sold150,000 packages of the colorful cakesper week during the NFL postseason,which is more than 10 times what theynormally sell.

—Miami Herald Super Bowl XXXIII, 1999

Super Bowl XXXVII generated atotal economic impact on SanDiego County of $367 million,according to a study by MarketingInformation Master, Inc.

Highlights of the Super BowlXXXVII study include:

• 133 non-local corporations were in San Diego spending a total of$61.6 million during Super Bowlweek, in addition to spending$3.3 million in site visits prior to January 2003.

• Super Bowl activities generated168,600 total hotel room nightsin San Diego.

• Among spectators who stayedovernight in San Diego, 74percent stayed three-or-morenights.

• Of the total 67,603 spectatorsattending the game, 60,720 wereout-of-town visitors.

• $12.2 million was spent by out-of-town media covering the game.

• 61 percent of male visitors and56 percent of female visitors toSan Diego during Super Bowl week were in the 25-to-44-year old demographic.

• 87 percent of San Diego house-holds surveyed by phone werepleased that San Diego hostedthe Super Bowl.

• $7.3 million in increased taxrevenue was generated by thegame.

• The NFL held more than 40charitable events in San Diegoin the weeks preceding SuperBowl.

• As part of the first-ever SuperBowl Latino LeadershipInitiative, the NFL donatedmore than $300,000 to theLatino communities of SanDiego and Tijuana, Mexico.

Economic Impact—Super Bowl XXXVII

FAST FURNITURE?“Last year we received orders four hours beforekickoff,” said Paul Goldenberg, a large dealer of

big-screen TVs in southern California. Goldenbergexpects to sell more than 500 big screens—at $1,400 to$4,800—between Friday and Sunday. That’s about five

times more than a typical weekend. Couches and reclin-ers also see sales bumps Super Bowl week. “Some peo-ple buy home entertainment centers hours before the

game,” said Edward Gilligan of Levitz Fu r n i t u r e .—USA Today

“TICKET SALES FROM THE [SUPER

BOWL XXX] NFL EXPERIENCE IN TEMPE AND THE NFL GOLFTOURNAMENTGENERATED $1 MILLION.”

—Tribune Newspapers

127


While there’s no reason to believe that a professional football game should have any connectionto the stock market, few indicators are better known on Wall Street than the Super Bowl Theory.The Super Bowl indicator holds that a victory by an NFC team or an original (pre-1970 merger)NFL team—the Browns, Colts, and Steelers—point to a bullish market the following year. AnAFC victory signals a bearish drop in the market. The Super Bowl Theory has been an accurateindicator 31 times.

Year/SB Dow Jones Close Indicator Winner1967/I 905.11 Up Packers, NFL1968/II 943.75 Up Packers, NFL1969/III 800.36 Down Jets, AFL1970/IV 838.92 Up Chiefs, AFL*1971/V 890.20 Up Colts, Old NFL1972/VI 1,020.02 Up Cowboys, NFC1973/VII 850.38 Down Dolphins, AFC1974/VIII 815.24 Down Dolphins, AFC1975/IX 852.41 Up Steelers, Old NFL1976/X 1,004.65 Up Steelers, Old NFL1977/XI 831.17 Down Raiders, AFC1978/XII 805.01 Down Cowboys, NFC*1979/XIII 838.74 Up Steelers, Old NFL1980/XIV 963.99 Up Steelers, Old NFL1981/XV 875.00 Down Raiders, AFC1982/XVI 1,046.55 Up 49ers, NFC1983/XVII 1,258.64 Up Redskins, NFC1984/XVIII 1,211.57 Down Raiders, AFC1985/XIX 1,546.67 Up 49ers, NFC1986/XX 1,895.95 Up Bears, NFC1987/XXI 1,938.83 Up Giants, NFC1988/XXII 2,168.57 Up Redskins, NFC1989/XXIII 2,753.20 Up 49ers, NFC1990/XXIV 2,633.66 Down 49ers, NFC*1991/XXV 3,168.83 Up Giants, NFC1992/XXVI 3,301.11 Up Redskins, NFC1993/XXVII 3,754.09 Up Cowboys, NFC1994/XXVIII 3,834.44 Up Cowboys, NFC1995/XXIX 5,117.12 Up 49ers, NFC1996/XXX 6,448.27 Up Cowboys, NFC1997/XXXI 7,908.25 Up Packers, NFC1998/XXXII 9,181.43 Up Broncos, AFC*1999/XXXIII 11,497.12 Up Broncos, AFC*2000/XXXIV 10,786.85 Down Rams, NFC*2001/XXXV 10,021.50 Down Ravens, AFC2002/XXXVI 8,341.63 Down Patriots, AFC2003/XXXVII 10,453.82 Up Buccaneers, NFC2004/XXXVIII 10,783.01 Up Patriots, AFC*2005/XXXIX Patriots, AFC

* incorrect

A Super Bull Market

128

TELEVISION-RADIO/ADVERTISING

TELEVISION-RADIO/ADVERTISING“For marketers, the Super Bowl is theOscars of advertising. In addition tobeing the most-watched TV show eachyear, it appeals to all demographics.”

—USA Today

Super Bowl XXXVIII Most-Watched Television Show EverWhat can get 144 million Americans todo the same thing on a Sunday? Only theSuper Bowl. This year’s game attracted aU.S. audience of 144.4 million, making itthe most-watched program in televisionhistory. The 10 most-watched shows inTV history are Super Bowls. Super BowlXXXVIII earned a 41.4 national ratingwith a 63 share. It was the fourteenthconsecutive year that the Super Bowlearned a 40.0-plus rating. Approximately40 million women watched the NewEngland Patriots’ victory.

And the Oscar Goes to…The Super Bowl More women watch the Super Bowl thanthe Academy Awards. This year, 44 per-cent more women watched Super BowlXXXVIII (39.2 million) than watchedthe Academy Awards (27.1 million).

—Nielson Media research

High Definition Super BowlThis [XXXVIII] was the first “high-definition” Super Bowl, with the entire

game and pregame show shot with HDcameras. All replays were shown with thenewest digital replay machinery.

Tuning InIn Houston, Super Bowl XXXVIII had a51.4 rating and 73 share on KHOU(Channel 11), the fifth-highest rating inthe country and the fourth-highest ratingin history for a Super Bowl host city.Kansas City, despite not having a teaminvolved in the Super Bowl, was No. 1among Nielsen’s 55 metered marketswith a 57.2 rating (71 audience share).Boston checked in at No. 4 with a 52.2rating but a whopping 78 share, meaningfour out of every five sets in use weretuned to the game. Sundays’s game, with2,922,000 viewers, was the most watchedPatriots game in the Boston market.

The Troops Tuned InExhausted U.S. troops watched SuperBowl XXXVIII at Saddam’s formerpalace when the game kicked off at2:25 a.m. Iraqi time. The troops had towalk a half-hour from their living quar-ters in a steady rain to watch the game.The game between the New EnglandPatriots and the Carolina Panthersprovided a welcome diversion and a slice of home for many of the more than100,000 U.S. soldiers stationed in Iraq,where deadly bombings, shootings andmortar attacks are a daily occurrence. “It makes me homesick to watch here,but my soldiers wanted to see the game,”said Sgt. Lee Fleming, from Buffalo,

N.Y. “It builds up their morale.” Thegame was broadcast live from Houstonon the American Forces Radio andTelevision Service to battalion head-quarters across Iraq.

—Associated Press

High EnergySports marketing and research firmFront Row Marketing Services estimatesthat Reliant Energy received $16.5 mil-lion of its broadcast media value duringSuper Bowl XXXVIII from its namingrights deal for Reliant Stadium. The esti-mated three minutes and 41 seconds ofexposure was generated from 0:50 ofexterior signage, 0:31 of scoreboardsignage, 0:13 of on-screen graphics and11 verbal mentions. The rate was basedon the reported $2.25 million cost of a30-second ad.

—Front Row Marketng Services

Estimated total number of viewers (Based on A.C. Nielsen Figures)Program Date Network Teams *Total Viewers

Super Bowl XXXVIII February 1, 2004 CBS New England Patriots vs. Carolina Panthers 144,400,000

Super Bowl XXXVII January 26, 2003 ABC Tampa Bay Buccaneers vs. Oakland Raiders 138,900,000

Super Bowl XXX January 28, 1996 NBC Dallas Cowboys vs. Pittsburgh Steelers 138,488,000

Super Bowl XXVIII January 30, 1994 NBC Dallas Cowboys vs. Buffalo Bills 134,800,000

Super Bowl XXXIX February 6, 2005 FOX New England Patriots vs. Philadelphia Eagles 133,700,000

Super Bowl XXXII January 25, 1998 NBC Green Bay Packers vs. Denver Broncos 133,400,000

Super Bowl XXVII January 31, 1993 NBC Dallas Cowboys vs. Buffalo Bills 133,400,000

Super Bowl XXXVI February 3, 2002 FOX New England Patriots vs. St. Louis Rams 131,700,000

Super Bowl XXXV January 28, 2001 CBS Baltimore Ravens vs. New York Giants 131,200,000

Super Bowl XXXIV January 30, 2000 ABC St. Louis Rams vs. Tennessee Titans 130,744,800

*Watched some portion of the broadcast

10 Most-Watched Television Programs

“FOR ONE MOMENT, FORTHREE HOURS, THE WORLDWATCHES AMERICA IN AWE.

I COULD DIE HAPPY ONMONDAY FOR ME TO BE

INVOLVED IN A SUPER BOWLPRODUCTION ON SUNDAY.”

—David Hill, FOX Sports president

129


Super Brand“Super Bowl, super sport, super brand.The NFL is the dominant sport in theUnited States today. The Super Bowl willbe watched on television in more than40 million households, more than threetimes the audience that watched theWorld Series and six times the audiencethat watched last year’s NationalBasketball Association finals. The eye-ball gap is almost as big during the regu-lar season....No matter how the gamecomes out on Sunday, the one guaran-teed winner will be the NFL.”

—Boston Globe

Super Bowl—Part of TV’s Golden Era“The Super Bowl matters, and not just tothe teams playing for the championship.It is the last vestige of network televi-sion’s golden era, a time when millionsof people gather to watch the sameprogram.”


Super Bowl AdvertisingThe appeal of advertising in the SuperBowl comes from reaching attentive

consumers, who are of increasinglyimportant value, marketers say, as thetelevision landscape undergoes wrench-ing alterations. “At the affluent end ofthe market, our customers have so manymedia choices, like the Internet, DVD’sand 500 channels,” said Mark LaNeve,general manager of the Cadillac division

of General Motors in Detroit. “But theytake time out of their lives for ‘big event’television like the Super Bowl, one of thefew properties that exist today wherepeople are still watching the commer-cials. It would be incredibly inefficient ifyou did all your media buying this way,and every year we ask if the Super Bowlmakes sense. So far, it has.”

—New York Times

A Cultural Phenomenon“The Super Bowl gets to be more of acultural phenomenon every year. It’s agreat place to launch something.”

—Len Short (executive VP for brandmarketing at AOL) on advertising

during the Super Bowl

High StakesOn Super Bowl Sunday, the stakes arehuge. The world’s most powerful mar-keters spent well over a combined $100million on Super Bowl airtime—all hop-ing to present the one knockout commer-cial that folks nationwide talk aboutaround the water cooler the next day.Marketers hope that office buzz aboutSuper Bowl ads evolve into brisk sales.

—USA Today

Advertising Bonanza“The Super Bowl is uniquely American.For us, it is the biggest show in America.”

—Mark LaNeve, Cadillac’s general manager

Happy Super Bowl!“What really drives the ratings is the factthat it is a true national holiday.”

—CBS Sports president Sean McManus

Super Bowl XXXV Telecast by the NumbersCBS used the following hardware to televise Super Bowl XXXV, The Super BowlToday, and HDTV broadcast from Raymond James Stadium in Tampa:

The Super Bowl Today• 3 hard cameras in studio configuration• 7 cabled handheld cameras (2 on jibs)• 2 RF handheld cameras• 7 ENG cameras• 1 Crow’s Nest (pirate ship) remote-

controlled camera• 3 remote-controlled cameras• 2 jibs

• 8 Digibeta tape machines• 1 EVS edit device• 2 profiles• 1 SGI• 2 Pinnacle Dekos• 3 roving uplink trucks in addition

to site transmission (2 at teamhotels, 1 for beauty shots)

Super Bowl XXXV game coverage• 83,000 feet of cable• 17 hard cameras• 4 hard super slo motion cameras• 4 cabled handheld cameras• 2 RF handheld cameras• 1 umpire camera• 2 goal post remote-controlled cameras• 1 blimp• 1 unmanned POV camera (beauty

shot)

• 1 jib• 3 Chapman sideline vehicles• 2 Digibeta tape machines• 5 EVS super slow motion tape

devices• 2 EVS edit devices• 2 profiles• 1 Infinit• 2 SGI• 8 parabolic RF microphones

Super Bowl XXXV HDTV Broadcast• 6 hard cameras• 2 handheld cameras• 6 HD cam tape machines

• 1 profile• 1 SGI• 1 Pinnacle Deko

The Super Bowl brings to a boil the competitive and creative juices ofjust about everyone, be they a coach, player, fan, or ad director. TheNFL, television, and advertising had been a winning trifecta throughoutthe post-World War II era. But Super Bowls lifted this success to a muchloftier level. Then came Super Bowl XVI.

San Francisco fans recall XVI as the first of the 49ers’ five NFL c h a m-p i o n s h i p s .

Television and advertising people recall the socko rating: 49.1—thehighest ever for a live television event. A fluke? Hardly. Super Bowl XVIIbetween Miami and Washington hung up a 48.6 rating.

In fact, eight of the 15 top-rated shows in television history are SuperBowls, and the top 10 most-watched shows of all time are all SuperBowls, according to A.C. Nielsen.

The Game Within the Game

130


Super Commercials“The Super Bowl is the one time of theyear when the viewers look forward tothe commercials. It’s a one-of-a-kindevent reaching everybody: men, women,children, and pets. If you’re trying tostand out, it’s the place to be.”

—Jon Mandel, Mediacom

Prom Night“Super Bowl Sunday is the day the advertising business faces itself. If we’reabout inventing desire, then it’s the mostsignificant prom, and the king andqueen had better exude sex appeal.”

—Marian Salzman, Young & Rubicam

Not Afraid to Look“When you go to a focus group, peoplealways say, ‘I never watch the ads.’ Butthe Super Bowl is the only programwhere people are proud to say theywatched the ads.”

—David Blum, Eisner & Associates

Instant ExposureA Super Bowl ad is unlike any other. Itcan catapult a company from obscurityto household-name status. For estab-lished brands, the spot has helped createnew images or buzz.

—Brill’s Content Magazine

More on the Ad Game“It’s the advertising championship. Nomatter what you are selling, you knowbuyers from every category are out therewatching the game.”

—Jerry Della Femina, advertising executive

Quality TimeIt [the Super Bowl] is now about the only time America sits down together towatch television.

—Advertising Age

Women’s Favorite, Too“Women watch the Super Bowl morethan the championship of any other malesport. An estimated 57 million womenwatched Super Bowl XXXII, [which was]about 40 percent of all viewers.”

Viewer Friendly“The networks want the crown jewel. It’sa flagship property they can use to sellthemselves.”

—Keith Bruce, director of sports marketing, Foote, Cone & Belding

Highest-Rated TV ProgramSuperBowl.com explains, “The SuperBowl, the NFL’s championship game, isannually the nation’s highest-rated TVprogram and the most-watched single-day sporting event.”

Advertising BonanzaThe Super Bowl is typically the biggestday of the year for advertising as well asfor football, as marketers spend an esti-mated $150 million to $200 million torun commercials before, during and afterthe game. Those spots are supplementedwith print ads, promotions, online cam-paigns and publicity—at a cost of tens ofmillions more —all intended to stimu-late viewership levels that sometimesclimb to as high as half the Americanpopulation.

—New York Times

Lights, Camera, ActionABC used 40 cameras at QualcommStadium for Super Bowl XXXVII,

including one robotic camera fixed oneach goal line, one remote camera oneach goal post, “Ump Cam” on theumpire’s cap and “Sky Cam,” which wassuspended above the playing field. Therewere 31 control trucks, mobile units andoffice trailers parked outside thestadium. Twenty miles of camera andmicrophone cable was used, and morethan 300 people worked the game forABC. Super Bowl XXXVII was broadcastin HDTV as ABC used seven high-definition cameras.


Price for 30-second commercialXXXIX 2005 $2,300,000XXXVIII 2004 $2,200,000XXXVII 2003 $2,100,000XXXVI 2002 $1,900,000XXXV 2001 $2,100,000XXXIV 2000 $1,900,000XXXIII 1999 $1,600,000XXXII 1998 $1,300,000XXXI 1997 $1,200,000XXX 1996 $1,085,000XXIX 1995 $1,150,000XXVIII 1994 $900,000XXVII 1993 $850,000XXVI 1992 $850,000XXV 1991 $800,000XXIV 1990 $700,000XXIII 1989 $675,000XXII 1988 $645,000XXI 1987 $600,000XX 1986 $550,000XIX 1985 $525,000XVIII 1984 $368,000XVII 1983 $400,000XVI 1982 $324,000XV 1981 $275,000XIV 1980 $222,000XIII 1979 $185,000XII 1978 $162,000XI 1977 $125,000X 1976 $110,000IX 1975 $107,000VIII 1974 $103,000VII 1973 $88,000VI 1972 $86,000V 1971 $72,000IV 1970 $78,000III 1969 $55,000II 1968 $54,000I 1967 $42,000

Source: NFL Research (rates are set by the networks, not by the NFL).

Super Ad Rate

“FOX TV NETWORK ANDSTATIONS GENERATED UP TO

$190 MILLION IN GROSSREVENUES ON SUPER BOWL

SUNDAY, SETTING A SINGLE-DAY REVENUE RECORD

FOR ANY NETWORK.”—Electronic Media

• 30-second ads during game: approximately 60

• Average cost: $1.9 million• FOX cameras used during game:

27 (regular season: 12)• FOX tape machines: 18 (10)• Length of audio, fiber-optic, and

video cable used to hook the gameinto FOX’s telecast: 125,000 feet

• FOX staffers working the game:250

• Sold-out hotel rooms in New Orleans metro area: 30,000

• Additional tourists expectedduring Super Bowl week: 125,000

• Mardi Gras parades that had to be rescheduled because ofSuper Bowl: 6

Super Bowl XXXVI Fun Fa c t s

131


Over the AirThe CBS Radio/Westwood One broad-cast of Super Bowl XXXVII was heardon more than 575 domestic stations andin more than 170 countries and ships atsea on the American Forces RadioNetwork.

Super Bowl Plays to Big RoomThe Super Bowl “is the biggest audienceyou can reach at a single time in theworld.”

—Pat Fallon, Chairman of Fallon Advertising Agency

Air TimeDuring the week of Super Bowl XXXIII,ESPN used a staggering 33 announcersto fill more than 150 hours on the mainnetwork, ESPN2, ESPN News, andESPN Radio.

—Miami Herald

Super TV By the NumbersSUPER AVG TOTAL VIEWERSBOWL SEASON DATE NETWORK RATING SHARE HOMES (000) (MILLONS) TEAMS

I 1966 Jan. 15, 1967 CBS 22.6 43 12,410 39.9 GREEN BAY/Kansas CityI 1966 Jan. 15, 1967 NBC 18.5 36 10,160 35.6 GREEN BAY/Kansas CityII 1967 Jan. 14, 1968 CBS 36.8 68 20,610 51.3 GREEN BAY/OaklandIII 1968 Jan. 12, 1969 NBC 36.0 70 20,520 54.5 NY JETS/BaltimoreIV 1969 Jan. 11, 1970 CBS 39.4 69 23,050 59.2 KANSAS CITY/MinnesotaV 1970 Jan. 17, 1971 NBC 39.9 75 23,980 58.5 BALTIMORE/DallasVI 1971 Jan. 16, 1972 CBS 44.2 74 27,450 67.3 DALLAS/MiamiVII 1972 Jan. 14, 1973 NBC 42.7 72 27,670 67.7 MIAMI/WashingtonVIII 1973 Jan. 13, 1974 CBS 41.6 73 27,540 63.2 MIAMI/MinnesotaIX 1974 Jan. 12, 1975 NBC 42.4 72 29,040 71.3 PITTSBURGH/MinnesotaX 1975 Jan. 18, 1976 CBS 42.3 78 29,440 73.3 PITTSBURGH/DallasXI 1976 Jan. 09, 1977 NBC 44.4 73 31,610 81.9 OAKLAND/MinnesotaXII 1977 Jan. 15, 1978 CBS 47.2 67 34,410 102.0 DALLAS/DenverXIII 1978 Jan. 21, 1979 NBC 47.1 74 35,090 96.6 PITTSBURGH/DallasXIV 1979 Jan. 20, 1980 CBS 46.3 67 35,330 97.8 PITTSBURGH/LA RamsXV 1980 Jan. 25, 1981 NBC 44.4 63 34,540 94.1 OAKLAND/PhiladelphiaXVI 1981 Jan. 24, 1982 CBS 49.1 73 40,020 110.2 SAN FRANCISCO/CincinnatiXVII 1982 Jan. 30, 1983 NBC 48.6 69 40,480 109.0 WASHINGTON/MiamiXVIII 1983 Jan. 22, 1984 CBS 46.4 71 38,880 105.2 LA RAIDERS/WashingtonXIX 1984 Jan. 20, 1985 ABC 46.4 63 39,390 115.9 SAN FRANCISCO/MiamiXX 1985 Jan. 26, 1986 NBC 48.3 70 41,490 127.1 CHICAGO/New EnglandXXI 1986 Jan. 25, 1987 CBS 45.8 66 40,030 119.7 NY GIANTS/DenverXXII 1987 Jan. 31, 1988 ABC 41.9 62 37,120 114.6 WASHINGTON/DenverXXIII 1988 Jan. 22, 1989 NBC 43.5 68 39,320 110.8 SAN FRANCISCO/CincinnatiXXIV 1989 Jan. 28, 1990 CBS 39.0 63 35,920 109.0 SAN FRANCISCO/DenverXXV 1990 Jan. 27, 1991 ABC 41.9 63 39,010 112.1 NY GIANTS/BuffaloXXVI 1991 Jan. 26, 1992 CBS 40.3 61 37,120 119.7 WASHINGTON/BuffaloXXVII 1992 Jan. 31, 1993 NBC 45.1 66 41,990 133.4 DALLAS/BuffaloXXVIII 1993 Jan. 30, 1994 NBC 45.5 66 42,860 134.8 DALLAS/BuffaloXXIX 1994 Jan. 29, 1995 ABC 41.3 62 39,400 125.2 SAN FRANCISCO/San DiegoXXX 1995 Jan. 28, 1996 NBC 46.0 68 44,110 138.5 DALLAS/PittsburghXXXI 1996 Jan. 26, 1997 FOX 43.3 65 42,000 128.9 GREEN BAY/New EnglandXXXII 1997 Jan. 25, 1998 NBC 44.5 67 43,630 133.4 DENVER/Green BayXXXIII 1998 Jan. 31, 1999 FOX 40.2 61 39,992 127.5 DENVER/AtlantaXXXIV 1999 Jan. 30, 2000 ABC 43.3 63 43,618 130.7 ST. LOUIS/TennesseeXXXV 2000 Jan. 28, 2001 CBS 40.4 61 41,270 131.2 BALTIMORE/NY GiantsXXXVI 2001 Feb. 3, 2002 FOX 40.4 61 42,664 131.7 NEW ENGLAND/St. LouisXXXVII 2002 Jan. 26, 2003 ABC 40.7 61 43,433 138.9 TAMPA BAY/OaklandXXXVIII2003 Feb. 1, 2004 CBS 41.4 63 44,908 144.4 NEW ENGLAND/CarolinaXXXIX 2004 Feb. 6, 2005 FOX 41.1 62 45,070 133.7 NEW ENGLAND/Philadelphia

RATING is a percentage of all TV Households watching the Super Bowl. SHARE is a percentage of all Households Using TV watching the Super Bowl. Super Bowl winner in ALL CAPS

132


Don’t Change the ChannelThe Super Bowl XXXVII halftime showdrew a 40.1/61 rating on ABC and held97 percent of the previous quarter hour’saudience. The halftime show far out-rated the competition, easily beating the2.5/4 that the special “Saturday NightLive” received on NBC.

Record Boston MarketSuper Bowl XXXVI was the most-watched program in Boston televisionhistory. The Boston market produced a56.1 rating and 78 audience share, mean-ing a Boston-record 1.3 million homesand a projected 3.1 million viewers werewatching.

—Boston Globe

And the Oscar Goes to…the Super Bowl The Vince Lombardi Trophy vs. Oscar?It’s no contest. Among women of all ages,according to Nielsen Television Ratings,the results are in and the Super Bowl isthe big winner.

Super Bowl XXXVII: 38,297,0002002 Academy Awards: 25,793,000SB Advantage: +48%

Among Women 18-34Super Bowl XXXVII: 9,418,0002002 Academy Awards: 5,088,000SB Advantage: +85%



Have No Fear, U2 is HereNielsen estimates that more than seventimes as many viewers (82.5 millionversus 11.5 million) were watching theSuper Bowl Halftime Show featuring U2than the scantily clad Playmates onNBC’s Fear Factor.

—Daily Variety Gotham

A Word From Our SponsorsThe countdown was on. Board roomsbuzzed. Computers hummed. Storyboards shuffled. The goal: Win the SuperBowl ad game.

It is generally agreed that Super BowlXVIII brought to more than 100 millionviewers the landmark commercial thatlaunched the annual Ad Bowl. It was the1984 spot created by Chiat/Day of LosAngeles, which introduced AppleMacintosh computers.

New WaveThe first Internet company to advertiseduring the Super Bowl wasAutobytel.com. The Irvine, California,car dealer had been in business for abouttwo years when it bought an ad in the1997 Super Bowl for $1.2 million. Itreturned to the Super Bowl in 1998, andthe commercial led to a 1,700 percentincrease in visits to its website after half-time. Purchase-request activity was up104 percent after halftime, and up 78percent postgame.

—Miami Herald

Tuned InNielsen reported that 44.1 percent ofMiami-Fort Lauderdale homes with tele-vision sets watched Super Bowl XXIX onChannel 10, making the game the high-est-rated sporting event on south Floridatelevision in the 1990s, according to localTV researchers.

—Miami Herald

Radio DazeForty-seven radio stations are originat-ing sports call-in shows from the lobby ofthe Hyatt Regency in downtown Miamithis week. At the 1986 Super Bowl, therewere just five stations, and only 18 in1993.

—Miami Herald, Super Bowl XXIX, 1995

NFC Loves ABCWith the Buccaneers victory in SuperBowl XXXVII, the NFC is now 7-0 inSuper Bowls broadcast on ABC.

THE FIRST “MILLION-DOLLARMINUTE” IN TELEVISIONADVERTISING OCCURRED

DURING SUPER BOWL XIX. THE PRICE TO AN ADVERTISERFOR A 30-SECOND SPOT ONNBC’S TELECAST OF SUPERBOWL XXVII WAS ALMOST$900,000…OR CLOSE TO

$30,000 PER SECOND.

TV TIME OUTThe average price for a3 0-second commercialairing during the 1995

Super Bowl [XXIX]on ABC topped the

$1 million mark for thefirst time…The Super

Bowl is still the only placean advertiser can reach a

large target audience all atonce. You can bet an ad onthe Super Bowl is going to

be seen by a company’ scustomers, competitors,

and its employees.—USA Today

SUPER RATINGSSuper Bowl XXXVII was, atthe time, the most-watchedtelevision program inhistory with 138.9 millionviewers.

Ten local markets pulledratings for Super BowlXXXVII in the 50.0 range,including the top market ofthe day, San Diego, whichhad its highest Super Bowlrating ever (53.9). Tampawas second (52.7), followedby Pittsburgh (51.5), Denver(50.8), and Buffalo (49.8) inthe top five. The Super BowlXXXVII telecast was thehighest-rated show for theweek in all 55 Nielsen-metered markets.

133

INTERNATIONAL MEGA EVENT

The Whole World is WatchingSuper Bowl XXXVII was televised in 220countries, with live broadcasts in 27languages, including these originatingfrom the stadium: Dutch, English,French, German, Italian, Japanese,Portuguese, Russian and Spanish.

China’s WatchingThe game was broadcast live on CentralTelevision’s cable sports channel,CCTV-5. The estimated audence:300 million. “It’s not just the sport. It’sall about American culture,” saidMichael Lu, a buying manager for a localsportswear company. For the first time, acrew from China was among the 14 tele-vision and radio stations from 10 coun-tries broadcasting the game [XXXVIII]on site from Houston.

—Associated Press

The World Tunes InIn the United Kingdom, more than onemillion viewers tuned in to watch theSuper Bowl on either Channel 5 orBSKYB. In Canada, Global TV recordeda peak audience of 9.8 million viewers,plus more then 1.7 million RDS (Frenchlanguage) viewers. Televisa, Mexico’s topnetwork, posted a 7.8 rating, up 38percent from previous year. In addition,more than 36 million watched SuperBowl XXXVII highlights and thehalftime show live on Globo Television,Brazil’s number-one network.

North of the BorderSuper Bowl XXXIII attracted an averageof 3,399,000 viewers, the largest SuperBowl audience in Canadian TV historyand five percent higher than last year.

—Toronto Star

World Hooked on Super Bowl“Perhaps the best Super Bowl [XXXVIII]ever played. And that, ladies and gentle-men, is why a couple of billion peoplearound the globe are hooked on thesport. The greatest quarterback duel thetitle game has ever seen. What they alldid, Patriots and Panthers alike, was ele-vate sport into something noble.”

—Boston Globe

Oh, Canada...In Canada, Super Bowl XXXIV wenthead-to-head with the Genie Awards—the Canadian equivalent of the AcademyAwards. Because viewers tuned to theSuper Bowl by more than an 8-1 margin,this year’s Genie Awards were moved toMonday.

—New York Times

…You’re Looking LiveAccording to ABC announcer BrentMusburger, “The Super Bowl is globaltheater.”

WATCHING FROMAROUND THE WORLD

Scores of United StatesMarines stayed up all nightat an American militarybase in Kuwait to watchthe Super Bowl [XXV].The Marines, all membersof the 45,000-strong 1stMarine ExpeditionaryForce based in CampPendleton, California, heldup banners, smiled,laughed, sang, applaudedand painted their faces.More than 5,000 SuperBowl programs were sentby the NFL overseas to thetroops.

—USA Today

INTERNATIONALMEGA EVENTHow Do You Say “Touchdown” In Chinese?Philadelphia Eagles tight end ChadLewis provided color analysis on thefirst-ever Chinese Super Bowl TVbroadcast alongside a play-by-playpartner he had never met and only knewas “Mr. Han.” “I’ve never even broadcasta game in English, not even a junior highgame,” Lewis said. “So to broadcast theSuper Bowl in Mandarin Chinese isreally something. I’m studying as muchvocabulary as I can, listening to tapes,trying to get the accent right.”

—Philadelphia Daily News

“FOOTBALL—ESPECIALLY THE SUPER BOWL—

REPRESENTS THE SOUL OF AMERICA TO THE FRENCH.

IT’S A LIVE SPECTACLE AND DRAWS A BIG

AUDIENCE EVEN WITH THE TIME DIFFERENCE.”

—Enrique Shutany, Canal+/France

“THE SUPERBOWL REMAINS

ONE OF THE MOSTE XCITING

T E L E V I S I O NSPORTS EVENTS OF THE YEAR…

[ AS] MILLIONS OFPEOPLE AROUND

EUROPE WILLB E … S TAYING UPTHROUGH THE

NIGHT TO WATC HTHE GAME.”

—Sky Sports commentatorNick Halling

134

INTERNATIONAL MEGA EVENT

Afghanistan

Albania

Algeria

American Samoa

Angola

Anguilla

Antarctica

Antigua &

Barbuda

Argentina

Armenia

Aruba

Ascension Island

Australia

Austria

Azerbaijan

Bahamas

Bahrain

Bangladesh

Barbados

Belarus

Belgium

Belize

Benin

Bermuda

Bhutan

Bolivia

Bosnia

Botswana

Brazil

British Virgin

Islands

Brunei

Bulgaria

Burkina

Burundi

Cambodia

Cameroon

Canada

Cape Verde

Cayman Islands

Central African

Republic

Chad

Chile

China

Colombia

Congo

Costa Rica

Cote d’Ivoire

Croatia

Cuba

Curacao

Cyprus

Czech Republic

Denmark

Diego Garcia

Djibouti

Dominica

Dominican

Republic

East Timor

Ecuador

Egypt

El Salvador

England

Equitorial

Guinea

Eritrea

Estonia

Ethiopia

Fiji

Finland

France

French Guyana

French Polynesia

Futuna Islands

Gabon

Gambia

Georgia

Germany

Ghana

Greece

Greenland

Grenada

Guadeloupe

Guam

Guatemala

Guinea

Guinea-Bissau

Guyana

Haiti

Honduras

Hong Kong

Hungary

Iceland

India

Indonesia

Iran

Iraq

Ireland

Israel

Italy

Jamaica

Japan

Johnson Atoll

Jordan

Kazakstan

Kenya

Kosovo

Kosrae

Kuwait

Kyrgyzstan

Laos

Latvia

Lebanon

Lesotho

Liberia

Libya

Liechtenstein

Lithuania

Luxembourg

Macau

Macedonia

Madagascar

Malawi

Malaysia

Maldives

Mali

Malta

Marshall Islands

Martinique

Mauritania

Mauritius

Mayotte

Mexico

Micronesia

Moldova

Monaco

Mongolia

Montenegro

Montserrat

Morocco

Mozambique

Myanmar

(Burma)

Namibia

Nepal

Netherlands

New Caledonia

New Zealand

Nicaragua

Niger

Nigeria

Norway

Oman

Pakistan

Palau

Palestine

Panama

Papua New

Guinea

Paraguay

Peru

Philippines

Poland

Portugal

Puerto Rico

Qatar

Reunion

Romania

Russia

Rwanda

Saipan

San Marino

Sao Tome &

Principe

Saudi Arabia

Scotland

Senegal

Serbia

Seychelles

Sierra Leone

Singapore

Slovak Republic

Slovenia

Somalia

South Africa

South Korea

Spain

Sri Lanka

St. Barthelemy

St. Christopher

& Nevis

St. Kitts

St. Lucia

St. Maarten

St. Pierre and

Miquelon

St. Vincent &

The Grenadines

Sudan

Suriname

Swaziland

Sweden

Switzerland

Syria

Tahiti

Taiwan

Tajikistan

Tanzania

Thailand

Togo

Trinidad &

Tobago

Tunisia

Turkey

Turkmenistan

Turks & Caicos

Uganda

Ukraine

United Arab

Emirates

United States

Uruguay

Uzbekistan

Vatican City

Venezuela

Vietnam

Wake Island

Wales

Yemen

Zaire

Zambia

Zimbabwe

International Broadcasters made Super Bowl XXXIX available to an estimated audience of 1 billion in 222 countries and territories.

(Listed in alphabetical order below)

A Super Bowl Appearance is Seen Around the Wo r l d

135

MEDIA/INTERNET

MEDIA/INTERNETIn the SpotlightHosting a Super Bowl, which has evolvedinto a pop culture phenomenon, (and bythe way there is a game, too) has becomea sought-after marketing tool. No oneunderestimates media impact. From theseason-long buildup to reach the biggame in Houston to postcard-like scenesof the city to tales of unbridled hospi-tality, the Super Bowl city is always inthe spotlight.

—Fort Worth Star Telegram

Reporting LiveTom Brokaw was in his seat a full threehours before Super Bowl XXX. “I’m anevent guy,” the NBC News anchor said.“This is great...I have watched this thing[the Super Bowl] grow up. It’s amazing.”

—Arizona Republic

Credential CrushThere were 338 credentials issued tomembers of the media at Super Bowl I inLos Angeles. For recent Super Bowls, theNFL has issued an average of 3,100media-related credentials, depending onthe requirements of the originatingtelevision network.

SuperBowl.com Attracts 1.18 MillionSuperBowl.com again lived up to itsbilling as the premier site for fans toexperience the world’s largest sportingevent by drawing 1.18 million uniqueusers, a 58 percent increase over the745,000 unique users for Super BowlXXXV.

Boston UncommonBoston.com recorded more than sixmillion page views by 6 p.m. on Monday,February 4, 2002, as fans posted tributeson message boards, read articles fromBoston Globe columnists and cast theirvotes for the greatest season in NewEngland sports history.

—Boston Globe

Monday’s Sales Probably Were Pretty Good, TooThe 1994 Super Bowl was a boon to thecity of Atlanta and to the Atlanta Journal-Constitution. The paper reported circula-tion of 747,929 on Super Bowl Sunday,the best-ever numbers for the Sundayedition.

—Editor & Publisher

Start the PressesOn January 24, the Miami Herald ran thefirst of 12 special sections, the largest ofwhich was a 14-page tab on Super BowlSunday. The Herald bumped up the pressrun for each day of the special sectionsby 40,700-50,000 copies, with the largestbump of 80,000 on game day. TheHerald’s regular daily circulation is350,000, with 477,000 on Sundays.

Online Sales Hot$2.2 million worth of Patriots’ merchan-dise was sold through NFLShop.com theweek after Super Bowl XXXVI, thelargest-ever seven-day sales period forthe online merchant.

—Sports Illustrated and Sports Business Journal

Super Bowl Impact Unsurpassed“In terms of reach and impact, there’snothing like the Super Bowl.”

—Mike Sheehan, the president of Boston ad agency Hill Holiday

Connors Cosmopulos, on advertising during the Super Bowl

SUPER BOWL XXX: SIX MILLION HITS

SuperBowl.com wasthe most successfulwebsite in the short

history of the Internet.With more than six

million hits on gameday (January 28, 1996),it generated the mosttraffic any sports site

had sustained in a single day.

INTERNETAD BLITZ

For Super BowlX X X I V, 17 of

the 60 ads duringthe broadcastwere bought by Internetc o m p a n i e s ,

compared with 1 for Super BowlXXXI in 1997.—Atlanta Journal-Constitution

“THE SUPER BOWL IS ONE OF THE MOSTIMPORTANT MEDIA

EVENTS IN AMERICANCULTURE.”

—Robert Hanson, Levi’s

THE NFL HELPED ADD A WRINKLE TO SPORTSHISTORY WHEN IT ALLOWED

FANS TO HELP DECIDE THE SUPER BOWL XXXV MOST VALUABLE PLAYER

BY VOTING ONLINE ON SUPERBOWL.COM.

136

SUPER BOWL RING/TROPHY

“Forget about being MVP, forget aboutbeing in the Pro Bowl. Those things arenice consolation prizes if you don’t get aSuper Bowl ring.”

—Lynn Swann, Pittsburgh Steelers

“The ring, frankly, is a way we expressourselves in sports. You ask any golfer inAmerica what it means to put on a greenjacket at the Masters, and that’s the samefeeling.”

—Art Modell

“The Super Bowl ring is the single mostimportant, most impressive symbol ofbeing a champion in all of sports.”

—Jerry Jones, Dallas Cowboys owner

“I’ve always said, no matter how manyrings I’ve earned after the first one, thefirst one would always be the mostimportant, because there’s nothing likethe first. The first one was the greatest feeling that I had.”

—Shannon Sharpe, Baltimore Ravens tight end,

who won two with Denver and one with Baltimore

“The ring is everything. There are somany guys who play this game that havenever gotten the opportunity to play in aSuper Bowl, let alone win one. There’sno sense in playing if you can’t ever getthe feeling of standing on top of themountain and saying, ‘I’m the king ofthe hill.’”

—Marshall Faulk, St. Louis Rams

“People ask all the time: What’s yourfavorite ring? It’s like asking: Who’s yourfavorite kid? I’ve got three Super Bowlrings. I also have three kids. I can’t pickout which one of those is my favorite.”

—Randy Cross, former San Francisco 49er and

current CBS Sports analyst

SUPER BOWLRING/TROPHYThe Ring’s the Thing“Whenever you can look at something,and you can feel what it felt like for ayear of your life, it’s special. Every singlering I have, the experiences we wentthrough, I feel it. I look at this third one,I smell the grass, I hear the crowd. Iremember being on the field before theSuper Bowl with my sons…everythingwas encapsulated in this ring when Ilook at it…and that’s why it means somuch to me.”

—Tedy BruschiNew England Patriots

“The [Super Bowl] ring is the singlemost important thing in sports. It’s thebest of all the world championshiprings.”

—Joe Theismann, Washington Redskins

“Money comes and goes, the fame comesand goes, but the ring is the reminder ofthe group of men that you sacrificed andplayed with.”

—The Tennessean

“IT’S A SYMBOL OFEXCELLENCE. IT’S A SYMBOL

THAT YOU ARE THE DEAL, THEBEST TO EVER DO IT. WHAT

IT ALL BOILS TO IS THAT YOU WANT TO WIN A SUPER BOWL RING.”

—Torry Holt, St. Louis Rams

HISTORY OFROZELLE TROPHY

Super Bowl XXV marked the

initial presentation of the

Pete Rozelle Trophy to the

most valuable player of the

game. It was named in

honor of former NFL

Commissioner Pete Rozelle,

who led the league for 30

years, from 1960 until he

retired in 1989. Running

back Ottis Anderson of the

New York Giants was the

recipient of the first

Rozelle Trophy.

LOMBARDI TROPHYThe Vince Lombardi Trophy ispresented each year to the winner of the Super Bowl for permanentpossession. It is a memorial to the latecoach of the Green Bay Packers, whowon Super Bowls I and II, plus NFLchampionships in 1961, 1962, 1965,1966, and 1967. Following four years asthe AFL-NFL World ChampionshipGame Trophy, it was renamed forLombardi in 1970.

The Lombardi Trophy is handcraftedof sterling silver, stands 21 inches high,and weighs seven pounds. A stylizedfootball of regulation size sits atop athree-sided base with convex faces.Each trophy is valued at $25,000. It iscrafted by Tiffany & Co.

“The [Vince Lombardi] trophy istreated like a celebrity here. If it goes to a different floor of the building,employees try to sneak a peek.”

—Scott Shibley, vice president of businesssales for Tiffany’s, the trophy’s maker

“YOU CAN NEVER TAKE THISAWAY FROM US. THE RINGS,

EVERYTHING THAT WE’VEACCOMPLISHED. THIS IS

SOMETHING SO MANY GUYSHAVE WORKED SO HARD

FOR, SACRIFICED SO MANYTHINGS—FAMILY, KIDS,

SO MANY THINGS IN THEIR LIFE—TO BE A WORLD CHAMPION.”

New England Patriots safety Rodney Harrison

The People’s Trophy“The Lombardi Trophy represents aworld championship for the BaltimoreRavens, for the city of Baltimore, andthat was a very special thing. The SuperBowl ring represents a Super Bowl vic-tory for Brian Billick, for ShannonSharpe, for Ray Lewis—it’s a very per-sonal, individual thing. It’s somethingthat’s a source of pride and satisfactionthat I don’t think anybody without onecan truly understand.”

—Brian Billick, Baltimore Ravens head coach

137

SUPER BOWL WEEK—PREGAME, HALFTIME & POSTGAME EVENTS

But yesterday’s celebration for the NFL’sSuper Bowl [XXXVIII] champion Pat-riots topped it all....That this communitygot to share it with them is a gift we cannever repay and never, ever forget.”

—Boston Herald

A Lasting Impression“When all the hoopla is over, when theteams have gone home, and when we allgo back to doing what we ordinarily do,there will remain in this community afacility to serve the constructive needs ofyoung people well into the next century.”

—Dr. Herb Carter, President, United Way of Greater Los Angeles, discussing

NFL Youth Education Towns

The Place to BeSuper Bowl Week brought to the Valleymore celebrities, more entertainment,more limousines, and more parties thanever before....

More than 3,000 visiting journalistsfiled more than 10 million words duringSuper Bowl Week about the goings-on in our town.

—Arizona Republic Super Bowl XXX, 1996

It’s a Super Week“I think the Super Bowl hosted by SanDiego in 1988 [XXII] set in motion thetype of event we’re now hosting. In 1988,we were the first city to feature corporatetents, a concert series, and a public fire-works display. That helped change the focus…from the game to a much moreexpanded public event.”

—Chuck Nichols, executive director, Super Bowl XXXII Host Committee

What an ExperienceThe one day NFL Experience attendancerecord was set the day before Super BowlXXXVII as 60,177 fans visited theinteractive theme park presented byAOL, on Saturday, January 25, 2003.

Halftime is Intense“It’s amazing, all the reporters, all theworkers, all the volunteers, all thepeople. What a spectacle. Look at us,we’ve got 1,000 people and we’re cram-ming them into a 10-minute show. Tenminutes, can you imagine that? Thepreparation is intense. Everything is laid out to the last second. I just lookaround and say, ‘Thank God I’m not the choreographer.’”

—Smokey Robinson, on the Super Bowl XXXII Halftime Show

Show of Force“To add some excitement and to showthe American taxpayer and those inother nations our air power…it’s anincredible opportunity.”

—Maj. Eric Schnaible, Air Forcespokesman, on the flyover

before Super Bowl XXXII

Is it the Fourth of July?The night before Super Bowl XXXVII,San Diego put on the biggest fireworksdisplay in local history. Six barges inSan Diego Bay shot off 14,000 shells forthe 21-minute display.


SUPER BOWLWEEK—PREGAME,HALFTIME &POSTGAME EVENTSSuper Bowl XXXVIII Main EventThe Main Event, the Host Committee’seffort to bring people together for adowntown party, was a huge success,drawing at least 100,000 on Friday nightand an estimated 150,000 on Saturday.


Houston Gets Two YET CentersThe NFL has established YET centers ineach of the Super Bowl host cities for thelast 10 years. The league funded two of thecenters in the same city for the first time[at Super Bowl XXXVIII]. The NFL sup-plied up to $2 million for the constructionand administration of the centers.


What an (NFL) ExperienceSpreading over more than 800,000 squarefeet, the NFL Experience featured morethan 50 interactive games and activitiesthat together added up to a huge footballtheme park that gets bigger and, accord-ing to the NFL, better every year.


Pregame PraiseSuper Bowl XXXVIII provided Americawith another reason to celebrate Sunday,but not until the National FootballLeague remembered Houston’s fallenheroes. In an emotional pregame tributethat tugged at the hearts of a juiced-upcrowd, the seven Columbia astronautswho lost their lives a year ago February 1were honored in the hometown of theJohnson Space Center.

—USA Today

America’s Heroes Honored“The [Super Bowl XXXVI] entertain-ment was a show that was as flag-waving,hero-thanking, sentimental, loud andethnically diverse as possible—some-thing that reflected the mood of thecountry.”

—Boston Globe

The Champions Are HonoredTwo years ago, we thought it justcouldn’t get any better than this—a day of such unmitigated joy and goodspirits that it could never be repeated.

An American flag thatsurvived the collapse of

the World Trade Center’sTwin Towers on

September 11 wasfeatured during the

singing of the NationalAnthem of Super Bowl

[XXXVI] Sunday.

BROAD STRIPES, BRIGHT STARS

“If there was a more movingspectacle during a Super Bowltelecast, I don’t remember it.But I’ll likely remember Bonobouncing around the oval stageat Super Bowl XXXVI for yearsto come.”

—New York Post

“SUPER BOWL XXXVISURPASSES THE OTHERS

BECAUSE OF WHAT HAPPENEDON THE FIELD, AND OFF IT.”

—New York Times

138

SUPER BOWL WEEK—PREGAME, HALFTIME & POSTGAME EVENTS

TALL ORDERCooking jambalaya for 115,000: Howwould you like to peel the shrimp forthat dish? Chef Leon West and hisstaff did that and more at Super BowlXXXI in New Orleans. They pre-pared food for the NFL Experienceand the “World’s Largest TailgateParty.” The grocery list for theTailgate Party included:• 250 gallons of crawfish étouffée• 8,000 blackened chicken breasts• 200 gallons of shrimp Creole• 1,000 pounds of BBQ ribs• 5,000 Louisiana crabcakes• 150 gallons of corn and crab bisque• 350 gallons of jambalaya• 150 gallons of crawfish Cardinale• 200 gallons of red beans and rice• 4,000 crawfish beignets• 3,000 bratwurst• 3,000 oyster ravioli• 3,000 knockwurst• 2,000 fried oyster po-boys• 50,000 hot dogs• 2,000 fried shrimp po-boys• 10,000 hamburgers• 1,000 fried catfish• 200 gallons of seafood gumbo• 2,000 muffalettas• 1,500 pounds of rice• 1,000 heads of romaine lettuce• 10 gallons of hot sauce• 1,000 grilled chicken Caesar salads• 10,000 pizzas• 1,000 bags of potato chips

—USA Today

CORPORATE HOSPITALITYVILLAGE AND STADIUM CLUB

The following approximate quantitieswere used in the village:• 2,500 plants• 2 tons of pier post pilings• 3,000 feet of pier post rope• 900 tons of sand• 260 banners• 800 centerpieces• 3,120 pieces of linen• 19,000 feet of ceiling fabric• 100,000 cubic feet of asphalt• 17 tents = 250,000 square feet• 15 trucks of wood flooring• 12 trucks of tenting• In excess of 145,000 sq. ft. of

wood floor• In excess of 150,000 sq. ft. of

tenting• 4,700 sheets of plywood• 280,000 screws for the plywood• 268 rolls of special new

matting carpet• 8,000 feet of fence• 8,000 feet of fence fabric• Stadium Club is longer than a

football field (one of the tents)• Parking for more than 100 buses,

175 cars, 80 limousines/sedans• 24-man crew for flooring and

tenting• In excess of 40 French glass doors• 30,000 inches of Cuban sandwiches• 5,000 pounds of assorted salads• 14,300 assorted desserts• 4,400 pounds of beef• 500 gallons of conch chowder• 4,000 chicken breasts• More than 100 volunteers• 288 man-hours of on-site

construction• 16,500 beer glasses• 27,000 soda glasses• 7,500 wine glasses• 30,000 pounds of ice• More than 800 tables and 8,000

chairs

LENDING A HELPING HANDMore than 7,000 volunteers workedthe Super Bowl [XXXII] in San Diego.Here is a breakdown (many volunteerswork more than one venue):5,000 for the NFL Experience400 to move the stage on and off the

field for the halftime show300 to help with transportation300 to greet guests at hotels150 at Corporate Hospitality Village100 at Taste of the NFL75 to herd the halftime show’s cast

and dancers on and off the stage75 for the Stay Cool in School clinic

for 1,000 children50 for a cheerleading clinic for

500 youngsters50 utility volunteers6 bilingual volunteers to assist

foreign guests

HALFTIME• Time to set up the stage and sound

and lighting for a rock concert atQualcomm Stadium: 2-3 days

• Time to set up and break down thestage for the Super Bowl halftimeshow, including the 12-minuteshow itself: 27 minutes

• Number of crew members neededto accomplish this: 2,500

• Number of pieces making up thestage: 21 (each the size of a smalltruck)

• Total weight of stage and equip-ment: 10 tons

• Number of stage “scene” sets: 5—San Diego Union Tribune,

Super Bowl XXXVII

“What the Super Bowl offers to a performer is the largestlive audience that they could ever have. It is the wholeexperience. It’s the edge, the fans. No one place, aside

from the Super Bowl, gives performers as much exposureand excitement. There is nothing like the electricity onthe field. Cher really got into it; Tina Turner really gotinto it. It becomes almost spiritual for that performer, ”

explains Lesslee Fitzmorris of American All-Star,choreographer and director of many pregame shows.

Remnants of the GameIn addition to the $187 million econo-mists expect to be dropped in Arizonaduring Super Bowl [XXX] week, therewill be other tangible goodies: $1 milliondonated by the NFL for a new youthcenter, $4 million in charities raised bySuper Bowl-related events, improvementsto Sun Devil Stadium, not to mention anestimated 15 tons of leftover food.

—Arizona Republic

Turnstile CountOver 140,000 people passed through TheNFL Experience in Atlanta.

—South Florida Business Journal

139

STATISTICS

STATISTICSAir ShowJake Delhomme and Tom Brady eachpassed for more than 300 yards in SuperBowl XXXVIII. Only two other quarter-backs in Super Bowl history have thrownfor more than 300 yards in the samegame. One was Joe Montana and theother was Dan Marino in Super BowlXIX.

Going My Way?How did fans arrive at Reliant Stadiumfor Super Bowl XXXVIII?Private buses: 35,000-45,000Cars, taxis: 18,000-28,000Light rail: 4,000-7,000Limousines: 3,000-5,000

—Ridgeway International

That’s a Lot of Film!NFL Films turned around The SuperBowl XXXVII Champions Video in arecord 16 days, culling from 135,000 feetof film captured by 22 cameras.

—Sports Illustrated

The Day AfterIn 1993, more than 40,000 homewardbound Super Bowl revelers gaveMinneapolis-St. Paul InternationalAirport its busiest day ever.

—St. Paul Pioneer-Press

Super ReliefSales of antacid increased 20 percent theday after Super Bowl Sunday.

—Atlanta Journal-Constitution

Super DemographicsAccording to the Associated Press, 80 percent of Super Bowl ticket holders arein executive, management, professional,or sales positions; 35 percent attend thegame on corporate expense accounts; 27percent own their own companies; 25percent are corporate officers; and 22 percent are on boards of directors.

At the Stadium• There were 15 buses used for special

groups at Super Bowl I; 150 buses atSuper Bowl VII; and 1,100 buses and500 limousines at Super Bowl XXI.

• 60,000 game programs were sold atXIV in the Rose Bowl, or one for every1.7 of the record 103,985 in attendance.The normal program sale ratio is 1 to8. There were 500,000 XIV programssold nationwide.

• Per capita sales at XXIII at Joe Robbie Stadium in Miami averaged$36, consisting of $2.9 million at hospi-tality tents, $1.25 million for novelties,and $1.35 million in concessions. TheNCAA Final Four had a $7 per capitaaverage the same year.

• 100 extra commercial flights wereadded to the schedule for MiamiInternational Airport for XXIX. Therewere 400 helicopter landings at SanDiego Jack Murphy Stadium for XXII.

Number 12, PleaseIf it’s in the numbers, the number is 12.Twenty-three starting quarterbacks in theSuper Bowl have worn number 12; 13 havebeen winners. Conversely, quarterbackswearing number 7 have won only 3 timesin 10 games. The winning 12s: JoeNamath (Jets, III), Roger Staubach(Cowboys, VI, XII), Bob Griese (Dolphins,VII, VIII), Terry Bradshaw (Steelers, IX,X, XIII, XIV), Ken Stabler (Raiders, XI),and Tom Brady (Patriots, XXXVI,XXXVIII, XXXIX). Those who worenumber 12 and lost: Staubach (X, XIII),Griese (VI), Jim Kelly (Bills, XXV, XXVI,XXVII, XXVIII), Stan Humphries(Chargers, XXIX), Chris Chandler( Falcons, XXXIII) and Rich Gannon(Raiders, XXXVII).

Other winning starters include threewho have worn 16 seven times: L e nDawson (Chiefs, IV), Jim Plunkett(Raiders, XV, XVIII), and Joe Montana(49ers, XVI, XIX, XXIII, XXIV). Wi n n i n gin number 15 were Bart Starr (Packers, I,II) and Jeff Hostetler (Giants, XXV); innumber 11, Phil Simms (Giants, XXI) and

Mark Rypien (Redskins, XXVI); in num-ber 8, Troy Aikman (Cowboys, XXVII,XXVIII, XXX), Steve Young (49ers,XXIX), and Trent Dilfer (Ravens, XXXV);in number 4, Brett Favre (Packers, XXXI);in number 7, John Elway (Broncos,XXXII, XXXIII) and Joe Theismann(Redskins, XVII); in number 9, JimMcMahon (Bears, XX); in number 13,Kurt Warner (Rams, XXXIV); in number14, Brad Johnson (Buccaneers, XXXVII);in number 17, Doug Williams (Redskins,XXII); and in number 19, Johnny Unitas(Colts, V). Losing while wearing number 7have been: Elway (Broncos, XXI, XXII,XXIV), Craig Morton (Cowboys, V andBroncos, XII), Ron Jaworski (Eagles, XV),and Theismann (Redskins, XVIII).

Defense WinsThe Buccaneers became the eighth teamwith the top-ranked defense to play inthe Super Bowl [XXXVII] and theseventh to come out victorious.

Heads or Tails?Every team that has won the coin toss inthe Super Bowl has elected to receive.

Who Would Come?Super Bowl weekend is the slowest week-end for weddings.

—USA Today

STATISTICS DON’T LIE• Super Bowl teams with fewer

turnovers than their opponents are29-2 (.935).

• Super Bowl teams with the time of possession advantage are 29-10(.744).

• Super Bowl teams with the most time-consuming scoring drive during the game are 30-9 (.769).

Warmest Super BowlsSuper Bowl Date Site TempVII Jan. 14, 1973 Los Angeles 84°XXXVII Jan. 26, 2003 San Diego 81°XXIII Jan. 22, 1979 Miami 76°XXIX Jan. 22, 1989 Miami 76°XXI Jan. 25, 1987 Pasadena 76°

Coolest Outdoor Super BowlsSuper Bowl Date Site TempVI Jan. 16, 1972 New Orleans 39°IX Jan. 12, 1975 New Orleans 46°VIII Jan. 13, 1974 Houston 50°XIX Jan. 20, 1985 Stanford 53°X Jan. 18, 1976 Miami 57°

THE NUMBERSTELL THE STORY

Seventy-thousand folks will see[Super Bowl XXXII] live, 3,000media are credentialed, and thelist goes on: 17,000 hotelrooms, 16,000 game-day park-ing passes, 600 private jets, an800,000-square-foot hospitalityvillage, 1,200 pregame-showdancers, 1,600 halftime per-formers, a 2,500-member secu-rity force, five Blue Angels, andone B-2 bomber.

—USA Today

140

SUPER BOWL MISCELLANY

Super Bowl MVPs by PositionQuarterbacks have won the Super BowlMost Valuable Player award more timesthan any other position. Twenty quarter-backs have been named the Super BowlMVP, including New England Patriotsquarterback Tom Brady in Super BowlsXXXVI and XXXVIII.

Super Bowl MVPs by Position Quarterback . . . . . . . . . . . . . . . . . . . . .20Running Back . . . . . . . . . . . . . . . . . . . . .7Wide Receiver . . . . . . . . . . . . . . . . . . . .4Defensive End . . . . . . . . . . . . . . . . . . . .2Linebacker . . . . . . . . . . . . . . . . . . . . . . .2Safety . . . . . . . . . . . . . . . . . . . . . . . . . . . .2Cornerback . . . . . . . . . . . . . . . . . . . . . . .1Defensive Tackle . . . . . . . . . . . . . . . . . .1Kick Returner-Punt Returner . . . . . . .1

What Do You Do For an Encore?Five head coaches have guided theirteam to the Super Bowl in their first season with that club. In Super BowlXXXVII, both head coaches were in theirfirst season—Tampa Bay’s Jon Grudenand Oakland’s Bill Callahan.Don McCafferty, Baltimore, 1970Red Miller, Denver, 1977George Seifert, San Francisco, 1989Jon Gruden, Tampa Bay, 2002Bill Callahan, Oakland, 2002

Super Bowl Host CitiesNew Orleans . . . . . . . . . . . . . . . . . . . . . .9Miami . . . . . . . . . . . . . . . . . . . . . . . . . . .8Los Angeles . . . . . . . . . . . . . . . . . . . . . .7

(LA Coliseum 2, Rose Bowl 5)San Diego . . . . . . . . . . . . . . . . . . . . . . . .3Tampa . . . . . . . . . . . . . . . . . . . . . . . . . . .3Atlanta . . . . . . . . . . . . . . . . . . . . . . . . . .2Detroit . . . . . . . . . . . . . . . . . . . . . . . . . . .2Houston . . . . . . . . . . . . . . . . . . . . . . . . .2Jacksonville . . . . . . . . . . . . . . . . . . . . . .1Minneapolis . . . . . . . . . . . . . . . . . . . . . .1Stanford . . . . . . . . . . . . . . . . . . . . . . . . .1Tempe . . . . . . . . . . . . . . . . . . . . . . . . . . .1

Future Super Bowl SitesSuper Bowl XLI February 4, 2007

Dolphins Stadium, Miami, FLSuper Bowl XLII February 3, 2008

Cardinals Stadium, Glendale, AZSuper Bowl XLIII February 1, 2009

Raymond James Stadium, Tampa, FL

There’s No Place Like ‘Home’...NotThe designated “home” team at SuperBowl has not always found the comfortexpected in friendly surroundings. Thehome team has won only 18 times, while“visitors” have won 21 titles.

No Super Bowl has been played at thehome field of a participant, but twoteams —the 1979 Los Angeles Rams andthe 1984 San Francisco 49ers—did makeit to the NFL title game in their homearea. The Rams lost to the Steelers inXIV at the Rose Bowl in Pasadena. The49ers defeated the Dolphins in XIX atStanford Stadium.

It’s a Fact That…• Long-distance telephone calls decrease

50 percent during a Super Bowl, butrise at halftime.

• San Francisco police reported arrestsfor minor crimes dropped from anaverage of 360 daily to 96 on the day ofSuper Bowl XVI between the 49ers andCincinnati Bengals.

• Dallas water department officials reported water pressure dipped by fivepounds during television commercialscarried on the telecast of Super BowlVI, in which the Cowboys defeated theDolphins 24-3.

Put Me in, CoachWhat is the best job at the Super Bowl?Player . . . . . . . . . . . . . . . . . . . . .38.70%Announcer/Reporter . . . . . . . . .32.98%Cheerleader . . . . . . . . . . . . . . . .17.25%Coach . . . . . . . . . . . . . . . . . . . . . .6.37%Referee . . . . . . . . . . . . . . . . . . . . .4.71%

USA Today Poll, 2002

SUPER BOWLMISCELLANYThe Day After...“This is the busiest day this airport hasever had.”

—Houston Police Sgt. S.J. Collns on Bush International Airport the

day after Super Bowl XXXVIII

Good GradesA Duxbury, Massachusetts, student said one of her teachers jokingly offered her an A+ grade in exchange for herticket to the Super Bowl in Houston[XXXVIII]. Other kids in school asked,“Can I be in your suitcase?”

—Boston Globe

The U-Haul Hotel?Sal Mirabella, Jr., a deejay fromLexington, Massachusetts, booked twonights at a hotel room in Houston for histrip to Super Bowl XXXVIII, but spentthe rest of the week in a rented 20-footU-Haul with four pals. Not much of a

bachelor pad, he acknowledged, but itsatisfied the budget-minded traveler.

—Boston Globe

Winning’s ContagiousA woman at the Patriots’ victory paradecalled in sick a day in advance, sayingshe had the “New England flu.”

—New York Times

New Uniforms?St. Patrick’s Catholic School in Tampa allowed the students to wear Buccaneersmerchandise to school instead of their

traditional uniforms after the team wonSuper Bowl XXXVII.

—Tampa Tribune

Imagine if He Waited 20 YearsRich Gonzalez, a Raiders fan fromValinda, California, swapped a 1989Harley Davidson motorcycle for twoSuper Bowl XXXVII tickets. “Hey, this is the Super Bowl. I’m not going to waitanother 19 years.”


Looking for LoveA 35-year-old man with two tickets toSuper Bowl XXXVII posted an ad on aBay Area website seeking a “gorgeousyoung date” to go to the game with him.Within two hours, the man received five offers.

—San Francisco Chronicle

Football in ChurchTroubled by a 30-50 percent drop in attendance at the regular Sunday nightservice on Super Bowl Sunday, ReverendR. William Wyand of Broadfording

“I LIKE FOOTBALL ANDGOING TO THIS GAME IS ONEOF THE HIGHLIGHTS OF MY

YEAR. IT’S IDIOTIC FOR A GROWN-UP MAN TO SAY

SO, BUT I LOVE IT.”—Andy Rooney, 60 Minutes

141


Brethren Bible Church replaced his pulpit with a big-screen TV and invitedfolks to watch the Super Bowl from thepadded pews. The result? Attendance was back to normal.


New England DigsThe New England Patriots became thefirst team in NFL history to win theSuper Bowl and open a new stadium(Gillette Stadium) the following season.

Is That Seat Being Used?At the premiere of the New EnglandPatriots Super Bowl XXXVI Championsvideo, so many people packed the movietheater in Boston Common, Patriots ProBowl safety Lawyer Milloy was forced tosit in the aisle.

—Boston Globe

Bill Belichick was the GodfatherAt St. Mary of the Assumption Church in Brookline, Massachusetts, a baptismoriginally scheduled for Super BowlSunday was moved to another date whenthe Patriots made the big game.

—Boston Globe

Get There EarlyFans started lining up at City Hall at2 a.m. the night before the Patriots’Super Bowl parade.

—Boston Globe

No Room at the InnGreen Bay hotels reported no vacanciesthe night of Super Bowl XXXI. “Thatshocked everybody in the lodging indus-try, including us,” said Mark Kanz of theGreen Bay Area Visitor and ConventionBureau. “But if you stop and think aboutit, anybody who couldn’t be in NewOrleans figured Green Bay was the next-best place to be.”

—Bay Business Journal

Keep The Change?J. Snyder of Bloomington, Illinois, ate a$100 bill as part of a promotion to win afree ticket to Super Bowl XXXIV.

Police ChaseMusic City 103.3 FM of Nashville toldlisteners that one of the city’s uniformedpolice officers was carrying two freeSuper Bowl XXXIV tickets. The stationquickly canceled the promotion whenresidents began speeding after policecruisers and running through traffic toask officers for the tickets.

—USA Today

Tie a Yellow RibbonSuper Bowl XV at New Orleans was playedfive days after the release of Americanhostages from Iran. The LouisianaSuperdome was wrapped with a huge yel-low ribbon on the day of the game, January25, 1981, and Raiders and Eagles playershad yellow tape on their helmets.

Immediate SuccessesTwo rookie head coaches, Don McCaffertyand George Seifert, have led their teams toSuper Bowl victories.

McCafferty directed the Baltimore Coltsto a 16-13 win over the Dallas Cowboys inSuper Bowl V that was decided by JimO’ B r i e n’s 32-yard field goal with five sec-onds remaining. Seifert, in contrast, rodethe crest of a record-setting 55-10 victoryby the San Francisco 49ers over the DenverBroncos in Super Bowl XXIV.

Delivery Problem SolvedIn 1977, Georgetown University Hospitalin Washington, D.C., installed televisionsets in the labor room of its maternity

MILLION-PATRIOT MARCH

Despite 25-degree temperatures,

a crowd of 1,250,000, twice the

population of Boston, packed into

downtown Boston to celebrate the

Patriots’ [XXXVI] victory.

—Boston Herald

BELLMAN BILLWhen 49ers players arrived at

their Detroit hotel six daysbefore Super Bowl XVI, they

were greeted by an overzealousbellman who began grabbingtheir luggage. Many ignoredhis efforts, virtually shoving

him aside. It was several min-utes before one of them

recognized the fellow in thehotel uniform as their head

coach, Bill Walsh, who said, “You’ve got to have some fun sometimes.”

SUPER BOWL 1,WORLD 0

Frank Nitikman, a 61-year-oldlawyer from Chicago, turneddown an 18-day, all-expenses-paid around-the-world trip for

two, estimated at $18,000, in favor of two tickets to SuperBowl XXXVI. “To pass up the

opportunity to go and takesomeone else—how could I

do that?” Nitikman said.

department to accommodate expectantfathers. The reason: Encourage husbandsto get their laboring wives to the hospitalon time for delivery and not wait for thecompletion of the Super Bowl.

Heaven SentJohn O’Neill, a corrections officer fromMadison [Wisconsin], might have been the most photographed objectoutside the Dome, not counting theDome itself. O’Neill was dressed ingreen-and-gold papal raiments—complete with a staff topped with awedge of cheese and a miter on which he had written, “St. Vince.”

—Milwaukee Journal-SentinelSuper Bowl XXXI, 1997

Secret PalLea Tibbits, an 81-year-old Slidell[Louisiana] grandmother, said shealmost passed out when she received twoSuper Bowl tickets in the mail. Therewas no note and Tibbits said she’s notsure who sent them, but she guesses itwas one of two professional footballplayers she met while traveling recentlyin Europe. And she’s not going to work

EXPONENTIAL GROWTH“The Super Bowl started as a game, then it became

a day, now it’s a week.” —Ed Goren, executive producer, FOX Sports

142


too hard to find the anonymous donor. “I don’t want them to change their

mind,” said Tibbits, who has never beento the Super Bowl. “I’ve got these ticketsand I’m really going.”

—New Orleans Times-Picayune

Pass the SalsaTo honor the Broncos in Super BowlXXXIII, Leopoldo’s Tortillas of FortCollins, Colorado, produced blue-and-orange tortillas for the second straightyear. “My family is really intense aboutthe Broncos,” said owner ChristiGodinez-Gabaldon. They sold more than2,000 bags of chips the week before theBroncos appeared in Super Bowl XXXII.

—Denver Post

Long Way From HomeAt 4 a.m. on January 30, 1995, in Tengiz,West Kazakstan, a group of expatriateAmericans gathered in hopefulanticipation. It had been an uncertainwait for this special event, but they hadhigh expectations. And then it happened.The television screen lit up, and the livetransmission of Super Bowl XXIX began.

The population of about 3,000Americans—employees of Chevron and their families—were delighted toreceive the transmission of the SuperBowl for the second year in a row.Tenghizchevroll, as this Chevron divisionis known, is stationed at the Tenghiz oilfield on the Caspian Sea. Their ability toshare in this premium American sportingevent meant a lot, especially to the home-sick football fans.

—The Intelsat Broadcaster

800 Miles in 44 MinutesHow do you win 84 Emmys forexcellence in film and video making?You don’t cut corners, that’s for sure! Just ask NFL Films.

In 2000, for its annual production, The Road to the Super Bowl, which requires coverage throughout an entireregular season, NFL Films shot 800

miles of film. That was pared down sothat the final product of The Road to the Super Bowl ran 44 minutes.

If all 800 miles of film were run continuously through a single projector,it would consume 50 days and nights.

Praise the Lord and Pass the FootballHundreds of football fans came toGraceWay church in downtown Augusta,Georgia, to watch Super Bowl XXIX on awidescreen TV placed at the altar.During breaks, the congregation watchedChristian music videos, and heard musicby GraceWay singers and testimonies byaudience members. “Where else couldthese people be—a bar?” asked theReverend Gene Swinson.

You Found Those Tickets Where?“Super Bowl tickets are a valuable commodity. I understand that...But whatI’m having a hard time getting my headaround is the fact that I just watched agrown man stick his face—heck, hiswhole body—into 2,000 pounds of manure packed into the back of a pickup truck for tickets.”

—Bill Goodykoontz, Arizona Republic

Who Was He Rooting For?One of the guests at Super Bowl XXXwas Prince Bandar of Saudi Arabia. Hisentourage required extra security andsomething else: The prince required apraying room at the stadium. Officialsquickly opened a stadium office. No onethought to ask, however, what team hewas praying for.

—Arizona Republic

Miracles Do HappenSuper Bowl talk was everywhere Sunday,even at morning Mass at St. LouisCathedral. The Rev. Frank Montalbanoended the 10 a.m. Mass by noting thatNew Orleans has not yet sent a team tothe big game and asking worshippers toremember the Saints in their prayers.

—USA Today

We Hope She Didn’t Wait 29 YearsAt Super Bowl XXXI in 1997, the Green Bay Packers won their first Super Bowlring in 29 years. And Lori Lewis got one, too.

“My fiancé, Bruce Atkinson, dropped to his knee in the stands and proposed,”she said. “He said, ‘I said I’d marry you if the Packers got to the Super Bowl. Willyou be my wife?’

“My family and neighbors decorated our house with banners saying, ‘Return toGlory! Bruce proposed to Lori!’” Lewis said. “They sent us bouquets of green andgold carnations arranged with Super Bowl balloons.”

—Associated Press

Lost and FoundWhen John Madden was coaching theOakland Raiders in Super Bowl XI at theRose Bowl, he was so wound up on gameday he forgot something: a half-dozen ofhis players.

“I’d changed the itinerary, the time wewere supposed to leave, and I just toldthe buses to leave,” Madden said. “I gotso excited, I just got on the bus and said,‘Take off.’ We got to the stadium, and Icouldn’t find the players. They wereafraid because they thought they werelate and missed the bus. But I knew I lostthem. As a head coach, you can’t goaround and say, ‘Hey, I lost six players!’One of them was John Matuszak, and hewas like 6-8, 310 pounds. How the helldo you lose him? You can’t admit it ifyou’re the head coach. But here I amplaying hide-and-go-seek before thedamn Super Bowl.”

—New Orleans Times-Picayune

When Secretary of State James Bakerwent to Moscow on a stopover beforecontinuing on to Israel for a round ofMiddle East peace talks in January1992, he carried, in addition toimportant documents, another packetdesired by U.S. Embassy staff mem-bers: Super Bowl XXVI videotapes.

Unlike many European countries,Russia did not rebroadcast the game,causing consternation among thesmall band of Redskins fans at theEmbassy. Hopes rose that neighbor-ing Finland would carry the game—prompting some Americans to makeplane and hotel reservations—but theFinns did not.

U.S. Ambassador Robert Straussthen contacted Secretary Baker andrequested the tapes. Baker waspleased to oblige. In fact, he delayedhis departure for Israel to watch thetape along with the staff at theembassy on Tuesday night followingSuper Bowl XXVI.

Mission to Moscow

super bowl notes, quotes & anecdotes - nfl.info postseason/postseason...super bowl notes, quotes...

Documents