The Business & Pleasure of Sports

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Are you ready for some Super Bowl and Pro Bowl?

Dozens of volunteers for the South Florida Super Bowl Host Committee were getting ready for the 2010 Pro Bowl and Super Bowl this afternoon at Land Shark Stadium. They were auditioning to be in an ad campaign promoting the two big games South Florida will host Jan. 31 and Feb. 7, respectively.

Ronin Advertising of Coconut Grove took headshots of the aspiring actors and actresses and then asked them to say three lines with all the “passion for football” they could muster:

“Are you ready for some football?”

“Come on down and hang out for the Super Bowl and the Pro Bowl.”

“Will you own the moment, or will the moment own you?”

“I feel like Hank Williams Jr. here,” said Laurie Steele, of West Palm Beach, as she prepared to say her lines.

Ronin was looking for volunteers to represent the NFL’s 32 teams in TV, print and outdoor advertising. They’ll don jerseys and other NFL gear, such as a cheesehead hat for the Green Bay Packers fan. The fans will also be wearing shorts and flip-flops -- since the big game is returning to South Florida for a record 10th time -- and the Pro Bowl will be played here, too, rather than in Hawaii.

“Our goal is to get a cross-section of fans,” said Kristen Mathieson, a senior account executive at Ronin.

The ads are scheduled to be shot Aug. 11 and 12 and begin airing around the start of the 2009 football season. In the meantime, here’s the ad Ronin shot featuring Don Shula to promote Super Bowl XLI in 2007 – the last time the game was here.

Categories: Advertising (79), NFL (178), Super Bowl (53)

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About the author
CRAIG DAVIS In more than 33 years at the Sun Sentinel, Craig Davis has written about a wide variety of sports topics from baseball to yachting, fishing to triathlons, and also worked as a copy editor and page designer. Recently he reported on local sports, including running, swimming, cycling, equestrian and beach volleyball. He enjoys sports as a participant as well as a spectator, is active in the South Florida running scene plays in the curling club at Saveology Iceplex. This blog offers a glimpse at the business side of sports in the interest of enhancing enjoyment of the games and sporting options as a spectator as well as a participant.
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