Prepare For The Big Game With Winning Super Bowl Swag

Hillary Feder
President
Ask Hillary’s
PPAI 238444 / Standard-Base
Hopkins, Minnesota

Feder has been an authorized business select vendor for the Super Bowl for years and has learned her way around a powerful promo. “Super Bowl planning starts three years before it’s in a host city,” she says.

When the Super Bowl LII Host Committee leadership was announced in 2018, Feder quickly identified connections and built new relationships to position herself for success. Taking a proactive approach, she applied to become an authorized vendor and studied the committee’s theme, “The Bold North.” Feder created visuals that complemented the theme, collaborating with local photographers and artists to develop imagery that captured the spirit of Minneapolis and resonated with the event’s message.

“I didn’t wait for someone to tap me to support them,” she says, detailing how she assembled a product assortment to present to potential prospects, taking initiative every step of the way.

For the Super Bowl LII Host Committee, Feder first chose a lowball glass, and it was clear to her that it would be a winning product from the start. “We selected this low ball because the bottom of the glass looked like ice crystals,” she says.

The 12 Oz. Arctic Cooler Drinking Glass is a hefty on-the-rocks glass with an icy impression in its sham. Durable and dishwasher safe, it’s a unique concept for designer barware and special occasions.

J.Charles / PPAI 113624, Silver / jcharles.com

Along with lowball beverage holders, Feder’s next most important product category was customized picture frames with the Super Bowl date, coordinates and state location.

This beautiful maple Wood Picture Frame – 7.75”x 9.75” with natural grain – is a tasteful addition to any home or office, especially with a photo of the recipient from the big game.

LarLu / PPAI 113767, Silver / larlu.com

“Custom food kits like English Butter Toffee were big for room drops,” Feder says. “We created a series of canisters and put city-related images on them when the Super Bowl was in Minnesota.” She also used other local sweet and salty treat suppliers and put together larger presentations of gift baskets.

The English Butter Toffee in a Wooden’ Collector’s Box, with its crunchy toffee center, rich chocolate coating and toasted almonds, is a treat that’s hard to beat. Packaged in a sustainable wooden box, it can be customized with Super Bowl city details, making it a unique keepsake for game attendees. The box holds nearly 36 pieces, offering plenty to share.

Maple Ridge Farms / PPAI 114165, Gold / mapleridge.com

Customize an 8-inch Custom Cookie Canister for Super Bowl parties or other adjacent corporate parties and fill them with chocolate chip, mint chip, key lime pie, vanilla pecan, sugar or cinnamon snap-flavored mini cookies (or choose another delectable treat from another vendor).

Sofia’s Cookies / PPAI 481271, Standard-Base / sofiascookies.com

Feder also created different “survival” gift packages on behalf of the host committee, including a “tech survival” kit with custom Minnesota graphics, using the same coordinates as the picture frame.

The 7.25” W x 5” H Poptart Pouch, made of pigment-dyed canvas, holds lots of essentials when traveling or on the go, including earphones and a power bank. It’s easy to customize with different zipper colors and your client’s artwork as Feder did.

Numo / PPAI 112597, Gold / numomfg.com

These plastic hi-definition Eb03R – Best Sound Quality earbuds feature premium sound quality, noise isolating design and three imprint areas. They work with Apple products, computers, MP3 players, smart phones and more.

Twintech Industry / PPAI 261545, Silver / twintechpromo.com

The UL 3600 Voyager Power Bank with a rechargeable lithium battery has two USB ports and one micro-USB port for charging multiple devices on the go – and the power bank is ready for your client’s full-color imprint.

AP Specialties / PPAI 230356, Standard-Plus / apspecialties.com

No tech kit is complete without a 5 3/4” W x 5 3/4” H Sublimated Heavy Duty Kleen Sweep Cloth, made of heavy-duty microfiber material with decorative edges, and sublimated in full color with your artwork.

Fields Manufacturing / PPAI 111951, Silver / fieldsmfg.com

“Night-Night New Orleans: A sleepy bedtime rhyme” is a great promo gift for kids as a memento of the big game, as they say goodnight to all their favorite landmarks.

The Book Company / PPAI 218850, Standard-Base / thebookco.com

A unique high-end item that Feder was commissioned to create for $1,000 a unit was a custom, one–of–a–kind, hand-drawn, hand-painted ceramic bowl in a football shape by a supplier outside the promo industry. She selected the buildings for the outside and the inside (not shown), painted to look like a football stadium (field on the inside floor of the bowl, and little heads all along the inside walls representing attendees). The bottom of the bowl (on the outside bottom) had commemorative text.

“This product was coveted by hotels and purchased in small quantities by several hotels to welcome their most exclusive VIP guests,” Feder says. “For these bowls, we replaced one of the standard buildings with the front of their hotel, which was integrated into the cityscape.”

Feder would like to try designing custom packaging for her larger food gift baskets for Super Bowl promos. “We have since done that for other projects, and it’s been amazing,” she says.

Feder likes the freedom to design a package that matches the client and the occasion. These fully customizable soft-touch, round, corrugated, eco-friendly and NFC technology box options are available in standard and custom sizes.

Keepsake Products USA / PPAI 634695, Standard-Plus / keepsakeboxusa.com

Nicki Staats
Director of Merchandising
iPROMOTEu
PPAI 218870 / Platinum
Wayland, Massachusetts

For Super Bowl promotions, Staats selects practical items that resonate with the target audience, ensuring recipients will use them for years. This increases the chances of the logo being seen repeatedly, delivering the lasting brand exposure every company desires. “A sports fan will keep a can cooler until it falls apart or the dog eats it because they want to sport their favorite team while enjoying their beverage of choice and keeping their hands warm,” she says.

One of Staats’ favorite items is headwear, a versatile product that suits everyone. With so many styles to choose from – whether it’s a beanie, trucker hat or dad cap – there’s something for every preference.

Her go-to recommendations are the Fleece-Lined Knit Cap with Cuff, featuring a warm polyester fleece lining and stylish two-color pom, and the YP Classics Classic Dad Cap, crafted from 100% cotton twill with a low-profile design and an antique brass sliding buckle. “You need to have both headwear styles for the seasons,” Staats says.

Cap America / PPAI 111597, Gold / capamerica.com

Staats recommends the Athletic Rope Cap to give your client more unique headwear styles for a Super Bowl event. This style combines UV protection, moisture-wicking performance fabric and a stylish braided rope accent with a medium-profile structured fit and adjustable snapback closure.

Cap America / PPAI 111597, Gold / capamerica.com

Staats would love to try a Football Snack Helmet, which serves up game day snacks in style and features a full-color mascot or logo decal on each side. Choose from various helmet and face guard colors and pick between pro slant or straight decal application for a winning look. “They just look like tons of fun, plus this presentation would elevate any snack spread,” she says. “A bonus [for football fans] is that it’s made in the USA.”