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Utah companies put their mark on the Super Bowl

(Stuwart Johnson/KSL-TV)


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SALT LAKE CITY — Just a couple more days before Super Bowl XLIX and all eyes will be focused on the game in Phoenix.

Even though the game is in Arizona, there are a few Utah connections with the big game.

For example, the Lombardi Trophy, which is presented each year to the winning team, is most likely made with Utah-mined silver. Tiffany and Company has made the Lombardi Trophy since the first Super Bowl in 1967. It’s 7 pounds, 22 inches tall, and it takes about four months for the silver craftsmen to create it.

Tiffany purchases about two thirds of its silver from the Bingham Canyon Mine and uses it in jewelry and for the majority of sports championship trophies.

Besides the trophy, the site of the Super Bowl, and other major sporting events, take on a distinctive look. Design firms, such as Salt Lake’s Infinite Scale, create those visuals from building wraps to logos inside the stadium, artwork at hotels and banners that hang at the airports.

Amy Lukas, one of the partners at Infinite Scale Design, said it’s all about showcasing the city, teams, players and fans from the moment they arrive in town.

“The (cities) are proud to be hosting, and therefore it's very important to represent the region, whether it be through certain elements, sun, water or texture, anything. Along with that we bring in the teams so it really creates that special place so you know where you are. It’s so exciting to see the fans enter the stadiums.”

Infinite Scale and its team of employees have worked on five Super Bowls, as well as many other championship sporting events.


The [cities] are proud to be hosting and therefore it's very important to represent the region, whether it be through certain elements, sun, water or texture, anything. Along with that we bring in the teams so it really creates that special place so you know where you are. It's so exciting to see the fans enter the stadiums.

–Amy Lukas, a partner at Infinite Scale Design


Many people are not football fans, of course, but will watch the game just to see the commercials. Once again this year, there are some great ones ready to go — clips of many have already been shown on TV and are circulating on Web and social media sites.

“There will be a good ad from Budweiser again, they're continuing on their puppy theme,” said David Newbold, president/creative director of Salt Lake’s Richter 7 agency. “A good Super Bowl ad, just like any ad, makes you feel something, think something, want to do something. Not just shake your head and go whoa, what's that about.”

This year, advertisers will pay a record $4.5 million per 30-second spot. Big price tag, but a big viewing audience too, as an estimated audience above 100 million will be watching.

Newbold said some of the most effective ads will avoid the in-your-face approach.

“That's smart on their part. If they can make you feel good about their company, then they know and all the research in the industry points out, that they will sell more product,” he said.

So who’s going to win the game on Sunday? Hogle Zoo did what many zoos around the country do every year, let a wild animal decide. On Thursday, two football helmets, one with a Seahawks logo, the other with a Patriots logo, were placed about 15 feet apart in the zoo’s lion habitat. Vulcan, a 3½-year-old African lion, was turned loose. Without hesitation, he ran to the Patriots helmet, resulting in a loud cheer from the several dozen people who gathered to watch.

“We did put a little cinnamon on top of both helmets just to help get him to go over there, but he chose on his own,” said Tonya Matelski, a Hogle Zoo animal keeper. She adds that if Vulcan made the correct choice, he’ll be getting special treats after the game.

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Keith McCord

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