The Right Spokesman is a Super Bowl Dream

The state of the economy caused Playboy and Sports Illustrated to cancel their always popular Super Bowl parties , as well as the postponment of other planned outings, such as a celebrity golf and poker event. While this year’s game may not be creating the buzz usually associated with the Super Bowl, those brands that invested in a corporate spokesman are reaping the benefits of being associated with the event.

Yesterday was the annual Super Bowl Media Day. Players from the Arizona Cardinals and Pittsburgh Steelers gathered to address serious and mundane questions from a couple of thousand media representatives from around the world.  While there was a lot of attention focused on that event, the real work was being done in the media center on radio row where dozens of radio shows from across the country broadcast during Super Bowl week.  There, dozens of publicists lead former and current athletes around like sheep, conducting one interview after another. The majority of these interviews revolve around promoting a brand that has no affiliation with the Super Bowl.  It is a goldmine  for companies wishing to cash in on America’s biggest sporting event.

A couple of years ago I shuffled former Dallas Cowboys great, Ed “Too Tall” Jones around radio row to promote the NFL Charity Bowling Event that was  to be held the day before the big game.  It was amazing how crowded the area was with athletes and personalities.  In the span of a couple of hours, Jones conducted about 20 radio interviews, as well as ESPN and the NFL Network

Radio row is just one of the many areas surrounding Super Bowl Week that is an opportune setting for getting your spokesperson interviewed.  With the plethora of media outlets from throughout the country and world descending on the Super Bowl city, there is no shortage of chances to book your spokesperson.

Of course, you’ll need the right individual to carry your message.  And, you’ll need to plan and budget for this way before next year’s game.  Prices vary for athletes depending on their standing. Companies looking to capitalize on the Super Bowl next year in Miami  can use outside athlete representation firms like our friends at The Agency to secure the right person for their brand. That spokesman will ensure a brand’s message is heard round the world, as they travel radio row and beyond.

Tom Cosentino

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