At the sound of the game's final whistle on Super Bowl Sunday, 75 employees of Great American Products will immediately get to work producing thousands of keepsake beer mugs, tumblers and similar items touting the new NFL champion.
"We already have the products ready. Once we have the winner, we'll put the metal Super Bowl emblem on the drinkware and ship them out," said Kevin Ulbert, vice president with New Braunfels, Texas-based Great American Products, which makes promotional goods and licensed sports products.
Last year, the company shipped 15,000 Super Bowl Champion items the day after the big game, and several thousand more after that. Super Bowl products account for 2% to 3% of the company's annual sales, said Ulbert.
Although the National Football League is under fire heading into the Super Bowl, it is by far the most popular and lucrative sport in America, raking in nearly $10 billion in 2012.