Pro Sports : What's At the Heart of the Super Bowl

The Super Bowl game is over for another season.Close to a billion people see the game around the world, including at least one out of every two Americans. This premier sporting event, where 30 second television spots cost advertisers 2.1 million dollars apiece, puts out a ton of press material. It's exciting and fun, yet I wonder if we haven't lost something in the midst of the hoopla.

Windy Wideout, a publicist, stopped by the Monday after the game to do a little wrap-up chat about this year's event. Because Windy is so perky and cute, most people think she's just another one of those perky, cute PR flacks hired to overcome the resistance typically put up against corporate hooey by aging male reporters . But Windy, like all mammals, does have a brain and she uses it on occasion.

"Oooh, don't you just luh-ve the Super Bowl," Windy squealed as she came cartwheeling into my office. She'd chosen to wear a very perky, pin-striped business suit cut in a style reminiscent of the uniforms of the Dallas Cowboys Cheerleaders.

I nodded. "Yes, I thought it was a good match-up this year. Best defense against best offense in the league."

Windy stopped bouncing up and down and stared at me, blinking. After a moment she went back to bouncing.

"Oooh, I just luh-ve your office. It's so retro-1960s."

"It's 1960s because it hasn't been redecorated since then," I said. "Unlike you sports marketing publicists, we columnists actually have to live on a budget."

Windy said, "Oooh, I just luh-ve how the veins pop out on the side of your neck when you're excited. It's so physical."

"Windy," I said with restraint, "Can we get serious for a minute? I do have some questions. It would probably be less distraction if you just put down the pom poms."

Windy put on a cute little pouty face and then a moment later swapped it for a sparkling, toothy smile. She tossed the pom poms in a corner and dropped into the chair on the far side of my retro desk.

"Ask me anything," she said breathlessly.

"Isn't it true," I said, "that the Super Bowl isn't for the ordinary fan any more. It's really more of a corporate entertainment bash?"

A hint of the pouty face flashed in her eyes but she maintained her happy face, anchored by her gleaming smile.

"Did you know," she said, "that Super Bowl Sunday generates more social gatherings than any other occasion during the year, including Christmas, Thanksgiving and New Year's Eve? Who's having all those big home parties if not ordinary fans?"

"Maybe people started having big parties at home because they couldn't afford to pay $500 for a ticket to watch the game in person." I suggested.

Windy's nostrils flared slightly. "Did you know the only other holiday where more food gets eaten each year is Thanksgiving? Fans consume nearly 15,000 tons of chips and 4000 tons of popcorn."

I nodded, "And wash it down with 34% more beer and wine than usual on a weekend," I said.

She tossed her head, her perky hairdo flipping with what I thought might be the least bit of annoyance..

She said, "Did you know that nine of the 10 highest-rated TV programs in history are Super Bowls?"

"Yes," I said, "And the one program in the top ten that wasn't a football game is the last episode of MASH, which was a satirical comedy that pointed out the insanity of war and politics and modern life. Come on, Windy," I said, "Sports has been taken over by big business. My readers are the everyday fans. What we want to know is where we fit in to the picture. Don't the teams and the leagues care about local support anymore? Can't they see they're killing the golden goose with $49 tee shirts and $500 tickets?"

Windy sniffed. "You have to keep your perspective," she said. "If sports didn't charge so much, it couldn't afford to pay the high salaries the players demand. And where would we be without the players, Mr. Smarty-Pants?"

"The players demand high salaries because they see how much the owners and the promoters make off their blood and sweat and tears. They know they've probably only got a few good years before they're either injured or tossed aside. Don't blame them."

Windy was silent for a moment. The slightest hint of a wrinkle appeared for an instant on her brow which made me suspect she might be thinking, but then the wrinkle vanished. Her smile changed to an expression of smugness.

She said, "You know businesses pay to send a lot of their employees to the games."

"And your point is?"

"That's how the ordinary fan can enjoy sports these days. Besides TV and newspapers, which by the way, offer more coverage of sports than any other topic."

"Wait," I said, "You mean you think the solution to everyday fans getting to see the game is to get hired by a sports-supporting employer?"

She smiled brilliantly. "Yes, I believe that would solve everything."

"But not all businesses support sports."

"Well, then," she said as she stood to go. "Then people should just refuse to work for them, shouldn't they?"

"Thereby forcing the businesses to start supporting sports," I said. "That's pretty devious."

"Not at all," she said as she picked up her poms poms and headed for the door. "We really need to pick up more support. For the first time this year, spending was down at our Corporate Hospitality Village. The $500 a plate almond encrusted salmon and asparagus dinners are the very heart of the Super Bowl."

"But what about the game?" I asked, but she was already gone.

Editor's Note: This piece was originally writtenTuesday, January 28, 2003.  But we bring it back every year because the point continues to be a timely one.

Sources for statistics quoted in this story were: Hallmark Cards, The Associated Press, NFL.com, ESPN, ABCNews.com