Super Bowl 50 by the Numbers

You just have to love the Super Bowl, especially if you teach sports marketing!  The “Big Game” creates such a fun environment for teaching some of the fundamental marketing principles that drive the business of sports and entertainment.

Looking for a current and relevant way to illustrate the concepts of supply and demand or economic impact? Need a discussion starter on the concept of ambush marketing or sponsorship?  How about advertising, ticket sales or merchandising?  Endorsement?  Promotion?  This look at the Super Bowl “by the numbers” has you covered.  Enjoy the “Big Game”!

$35 Million

According to, estimates put Cam Newton’s career endorsement earnings thus far at $35 million.  Newton’s endorsement portfolio includes brands like Under Armour, L’Oreal, Dannon, Beats By Dre and Carolinas Medical Center (among others).

$12 Million

Peyton Manning earned $12 million in endorsements last year alone.  According to Forbes, Manning was the NFL’s top pitchman in 2014 thanks to partnerships with companies like Buick, DirecTV, Gatorade, Nationwide and Papa John’s.

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“Super” Displays

Every year, sales of consumer goods like soda, snacks, pizza, chicken wings, avocados, beer and even televisions spike in the week leading up to the Super Bowl.  Not coincidentally, vendors work with supermarkets around the country and go all out to create elaborate point-of-purchase displays.  Here are a few classic examples of ways brands have demonstrated some creativity in an effort to capture some Super Bowl hype and connect with fans.

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SCC’s CFB Sports Biz Scavenger Hunt: 3 Lucky Winners!

After a random selection from nearly 300 entries, we have three lucky winners from our college football sports biz scavenger hunt!

Congratulations to the following students for being selected from a pool of students with the most correct answers:

* Jonas Bietz – Madison Memorial High School, Wisconsin

* Samantha Manelis – Heritage High School, Colorado

* Anne Hollon – Flower Mound High School, Texas

Congrats to our winners and also to all those who participated. Nice job!


One of the great advantages of social media is its ability to provide digital marketing professionals with a great vehicle for connecting with fans in unconventional ways.  Platforms like Twitter, Facebook and Instagram give consumers a reason to celebrate just about anything. Take for instance “National Hat Day”, which was trending on Twitter with the hashtag #NationalHatDay last week.  So how were teams leveraging the hat day buzz to sell more gear and promote their brands?  Here is a quick rundown of some of the activity on Twitter…

Many teams spent the day having a little fun on Twitter to “celebrate” the #NationalHatDay:

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College Football Season Recap: By the numbers…

With Alabama’s exciting win in a shootout over Clemson to win the 2016 College Football Championship, yet another college football season is in the books.

Here are a few sports business stories and statistics from this season that might be fun to discuss in class. Use this information to reinforce concepts like the size and scope of the industry, the impact of supply and demand on ticket prices, how sponsors connect their brands with fans and the critical role broadcast rights play in the business sports.

$3 Million

As in the expense for Alabama Football…just for their “support staff” payroll. According to, Alabama’s strength and conditioning coach was paid over $500,000 in compensation for the 2015 season.


According to a report from USA Today, Auburn spent $810,000 to “brand” their practice facility with graphics that “tell the story of the Tigers’ success”, a trend being followed by football programs all over the country

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SCC’s Fantasy Football Sports Marketing Contest: Season Recap

Congratulations to all the schools who participated in our inaugural fantasy football sports marketing classroom competition.  They all did such a fantastic job with the sports marketing challenges and really impressed our panel of industry executives who judged the contest.

The first annual competition featured schools from fifteen different states who were tasked with a series of sports marketing challenges (in addition to the traditional fantasy football format of drafting players and managing a weekly lineup).  Challenges were designed to encourage students to demonstrate a fundamental understanding of basic sports business concepts, from balancing a budget (emphasized when each team selected players for their teams within the confines of a “player payroll”) to digital marketing and sponsorship.

A huge CONGRATS to Maggie Beaumont’s sport marketing class at Indian River High School in New York for winning the first ever championship!  Her students (which comprised the “front office” for the Syracuse Snow Devils) did a marvelous job all year, finishing in the top five in scoring for each of our sports marketing challenges.  Way to go!

John Hollow’s class from Helena High in Montana (representing the “Las Vegas Aces”) managed to hold off a late season surge from Kirk Helferich’s “Grand Rapids Steelheads” Michigan-based class to clinch second place.  Joel Levin’s class from Murrieta Valley High School in California (“New Mexico Flying Saucers”) took fourth place while Brandon Reith’s students at Wichita East High School (“Wichita Gladiators”) in Kansas rounded out the top five.  To celebrate a job well-done, Sports Career Consulting will be providing a pizza party for the top five finishers!  Nice job everyone!

Here are the final standings for the top twenty finishers in this year’s competition:

Congrats are also in order to ALL of our participating teams…you and your students were absolutely phenomenal.  You all definitely exceeded our expectations and deserve “props” for a job very well done.  Thank you all for competing, hopefully it was a fun and educational experience!

Here are the award winners based on individual sports marketing categories from our challenges throughout the school year:

Birmingham Yellowhammers (Flower Mound, TX):

Best Concessions Strategy

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Evolution of the T-Shirt Toss

Fans love free stuff.  Especially t-shirts that are launched into the crowd.  That’s probably why a “t-shirt toss” has always been one of the most popular promos at sporting events.

However, at the Army vs. Navy college football Bowl game today, Army took things to a whole new level. Before we share that, however, let’s look at the evolution of the t-shirt toss promo.  Originally, we had your basic t-shirt “toss” where tees were thrown to the crowd.

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Holiday Kicks

Looks like a lot of holiday cheer this year as sneaker brands outfit some of their athletes with holiday themed kicks.  In fairness, a few of athletes appear to have gone rogue with their over the top ensembles (yes, you Odell Beckham Jr. and Cam Newton) but kind of fun either way to see them celebrating the holidays…

Odell Beckham Jr. and his Nike “Christmas” cleats

Cam Newton’s Under Armour cleats on game day

Kyrie Irving’s “Abominable Snowman” themed Nikes

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