Trump
card could be played at Super Bowl
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[January 30, 2017]
By Steve Keating
(Reuters) - From the broadcast booth to
the owners' suites the Trump effect will be felt on and off the
field at the Super Bowl say industry experts, as a 'Make America
Great Again' beat provides the background music for the country's
biggest sporting party.
Upwards of 180 million Americans could be huddled around televisions
on Feb. 5 to watch the National Football League's title game between
the Atlanta Falcons and New England Patriots, and newly elected U.S.
President Donald Trump's vision of America could well be reflected
in everything from advertising to the broadcast and halftime shows.
With FOX televising this year's showcase viewers can expect a
pro-Trump tone but the network will nonetheless have to strike a
balance taking into account the current political landscape, says
Dennis Deninger, who works in the sport management program at
Syracuse University and teaches a course The Super Bowl in Society.
"I don't think FOX News made any secret about who they preferred win
the election," Deninger told Reuters. "Obviously they are putting on
a telecast that is going to reach close to 200 million people over
the course of the game, so they have to reach out to the more than
65 million people or so who voted for Donald Trump.

"They have to be careful that it is not politically weighted one way
or another.
"In the words of the NFL, the Super Bowl is the ultimate expression
of America.
"Nothing unites us and lets us soak up everything we love about our
country like the Super Bowl."
Trump's election could also cause advertisers to call an audible on
Super Bowl commercials as they recalibrate the mood of the country
and the market they want to target.
With 30 second spots running at around $5 million, the uncertainty
in the economy created by the change in administration could impact
how marketers view the Super Bowl, according to a report on
Fortune.com.
"There were things that were in place before the election was
decided and there are things that have happened recently," Rick
Burton, professor of Sport Management at Syracuse University told
Reuters.
"What's the message going to be?
"I'm fascinated to find out whether or not the America Trump spoke
to in order to win the presidency is the America advertisers are
going to want to speak to."
Trump's first weeks in office have been marked by protests and the
Super Bowl could also provide a potential flash point particularly
during the halftime show where Lady Gaga, who has routinely
expressed her support when it comes to LGBT rights, will be the
headliner.
The President's protectionist rhetoric and plans for a wall, a
stretch of which would run along the Texas/Mexican border, would
also appear at odds with the NFL's global ambitions that have
included building bridges into the Mexican market playing a regular
season game in Mexico City last year.
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The field at Reliant Stadium is seen from overhead just before the
start of Super Bowl XXXVIII, in Houston, Texas, U.S., February 1,
2004. REUTERS/Richard Carson/File Photo

Tom Brady's relationship with President Trump has already become an
unwanted distraction for the New England quarterback and one that
will surely follow him to Houston.
Brady has scrambled to avoid being pulled into the debate over some
of the President's policies, distancing himself from some of those
views with the help of some blocking from Trump advisor Kellyanne
Conway.
Patriots owner Robert Kraft was also described by Conway as "a good
friend of the President's" who attended the inauguration.
"I don't want to get into it, but if you know someone, it doesn't
mean you agree with everything they say or they do," Brady said on
his weekly appearance on WEEI radio.
Trump, who owned New Jersey Generals of the now defunct USFL and was
more recently linked to a bid to purchase the Buffalo Bills, has
praised the NFL as both a brand and a reflection of American values.
"Football is closely identified as part of the American way of life,
dramatizing the virtues America believes in, the team work, the
heroism, the power, all of those things America wants to present to
the world," explained Deninger.
"In 2012 NFL films put together a four-part series call Star
Spangled Sundays and one of the people they interviewed was Donald
Trump."
Deninger well recalls Trump paying homage to the NFL.
"Trump's quotes were: 'The NFL is a very big part of the United
States or the American culture. The NFL brand is amazing, I study
brands, I am brand, the NFL brand is absolutely a fantastic brand.
The NFL became the number one sport in this country because football
is a great game.'"
(Reporting by Steve Keating in Toronto. Editing by Andrew Both)
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