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The Business of Being Peyton Manning; Catching DeSean Jackson on Super Bowl Boulevard; Super Bowl Memorabilia; Super Bowl Fakes; Super Bowl Ads' Biggest Play

Aired February 1, 2014 - 09:30   ET


BLACKWELL: And be sure to stay with us. We'll be back at the top of the hour.

PAUL: Yes, we've got YOUR MONEY next. Behind the scenes look at the business of being Peyton Manning. Special Super Bowl edition of YOUR MONEY in fact. From high atop Super Bowl Boulevard in Times Square right now.

CHRISTINE ROMANS, CNN ANCHOR: Big game, big business.

Welcome to a special edition of YOUR MONEY from a cold and windy Super Bowl Boulevard right here in the heart of Times Square. But nothing -- nothing is stopping these fans.

I'm Christine Romans.

Think there's nothing left to say about the Super Bowl? Think again. From counterfeiting to controversy, to NFL stars that are media moguls on the side, I'll take you behind the business of the Super Bowl like only CNN and we can.

And of course, we start with the quarterback and that means the business of being a legend.

This jersey, number 18, as we go inside the business of being Peyton Manning. Are we hours away from the last time he will be wearing this to the office?


ROMANS (voice-over): Football is a family business for Peyton Manning. And business is good. Peyton's dad Archie Manning and brother Eli played quarterback for Ole Miss. But Peyton didn't follow in his family's footsteps. Passing up Ole Miss to play for the University of Tennessee.

In 1998, Manning was selected first overall in the draft by the Indianapolis Colts. He signed a six-year $48 million deal and quickly turned the struggling team around. Not bad for a first job. And in 2007, Manning finally silenced his critics and won his first and only Super Bowl ring to date.

But even Peyton Manning is expendable in the violent world of professional football. After signing a five-year $90 million contract in 2011, Manning went under the knife for a neck injury. The quarterback who's never missed a game was out for the season. And then the unthinkable, as Manning was nearing a $28 million bonus --

PEYTON MANNING, NFL QUARTERBACK: I will leave the colts with nothing but good thoughts and gratitude.

ROMANS: This is not an unemployment story by any means. Peyton quickly joined the Denver Broncos signing a five-year $96 million deal.

MANNING: I'm very excited to begin the next chapter of my playing career for the Denver Broncos.

ROMANS: And the Broncos got what they paid for. A trip to the Super Bowl for the first time in 15 years.

MANNING: That guy is pretty good if you like 6'5", 230 pound quarterbacks, laser, rocket arm.

ROMANS: But you don't have to be a football fan to get your fill of Peyton. He starred in commercials for DirecTV, Mastercard, Gatorade, Oreo, Sprint and Buick just to name a few.

MANNING: I appeared in over half of America's television commercials.

ROMANS: The quarterback brings home an estimated $13 million in endorsements a year. Add that to the $18 million, number 18 makes on the field, that's $31 million. Making Manning the eighth highest earning athlete in the country.

MANNING: Move. Get away. Get away from that guy. This is speed.

ROMANS: Manning doesn't keep all that wealth to himself. As soon as he joined the NFL he started the Pay-Back Foundation to help at-risk children. He helps fund the Peyton Manning Children's Hospital in Indianapolis and provides scholarships to Tennessee students every year.

Manning is 37 years old and rumors of retirement grow louder. And what a swan song it would be. A record-setting season followed by a second championship to match little brother Eli.

The Mannings hope the business of being Peyton is once again, super.


ROMANS: While Manning made millions on the field, his opponent tomorrow, Seahawks quarterback Russell Wilson, he brought in one of the lowest salaries for any NFL starting quarterback. Don't feel too bad. He still made $526,000. That's a little more than the league minimum.

All right. So that's what they get paid to throw the ball. But we wanted to know how much you would pay for the chance to catch it. That's what Philadelphia Eagles superstar receiver DeSean Jackson is paid to do. He's paid to make those catches. But first we hit the streets of Super Bowl Boulevard to find out what these fans would pay to catch a pass from Peyton in the Super Bowl.

DeSean, check this out.


UNIDENTIFIED MALE: Maybe. I'll catch it.



UNIDENTIFIED MALE: Because it's Peyton Manning.

UNIDENTIFIED MALE: How much would I pay? About $2,000? I don't know. It'd be awesome.

UNIDENTIFIED FEMALE: You know, I'm not a fan of Super Bowl. So I'm sorry. Maybe $1.


UNIDENTIFIED REPORTER: Now what about you?

UNIDENTIFIED MALE: About 10 grand. I want that winning catching Super Bowl.

UNIDENTIFIED MALE: I would take a second mortgage out.

UNIDENTIFIED MALE: A couple thousand dollars? I mean, pretty cool.

UNIDENTIFIED MALE: Like $2,000 or more.

UNIDENTIFIED FEMALE: I'm not sure, about $20?

UNIDENTIFIED REPORTER: Of course you pay a couple thousand because after you catch a pass in the Super Bowl, how much money you're going to make after that? That's where the notoriety comes. That's probably the best investment in town right now.



ROMANS: Talking my language. Business. All right. DeSean Jackson is an NFL superstar, but he's not played in a Super Bowl yet.

What would you pay to catch that winning pass?

DESEAN JACKSON, WIDE RECEIVER, PHILADELPHIA EAGLES: What would I pay? I don't know. I would pay some pretty good money. Maybe, maybe some thousands to catch that winning pass. Some thousands.

ROMANS: Thousands. Thousands --

JACKSON: Yes. Yes. Some thousands.

ROMANS: Well, maybe you'd pay like all that workout time in the gym. Everything you're doing in your career to try to get there.

JACKSON: I think that's well said enough. We work hard to do what we do. So, you know, any opportunity I'm able to go and do that, I love it. Definitely.

ROMANS: DeSean, you've been a really strong advocate for anti- bullying.

JACKSON: That's right.

ROMANS: And you know, there's this clip -- I mean, maybe people who aren't even football fans, they know this famous clip of you on "The View."


ROMANS: I want you to listen and watch again the surprising reaction of this little boy who was a victim of bullying.


JACKSON: First and foremost, I want to say you're brave because this happens every day and people are not, you know, brave enough to stand up and take this on. You know, man, bro, for real, you're doing it, man. And I just want to say, man, I appreciate you, bro. For real.


ROMANS: I'm telling you, DeSean, that was a beautiful moment. And it really is something we try to -- you know, try to, as parents, you want somebody to stick up for your kid.

You also have this book out, a new book out, "No Bullies in the Huddle." Why is this cause so important to you?

JACKSON: Well, honestly, three years ago, 2011, going on "The View," sitting there with Nathan, you know, it triggered something in my mind. You know, I hear in the world there's a lot of kids that's getting bullied. And you know, myself, I figured me, my cousin and Dr. Holstein actually came together with this book.

And, you know, we go on speaking engagements, we go to middle schools, high schools, you know, colleges, you know, have keeping kids stay away from being a bully. I mean, it's not (INAUDIBLE) in life and you know, I want to be the advocate to stand up and say it's not positive to go out there and do that.

So, you know, anything I can do to have people help. You know, jump on, you can go to, you know, You know, it is just something we're trying to raise awareness so kids know it's not the right thing to do out there.

ROMANS: It's not the right thing to do. And it's so great to have a voice role model like you telling kids that. You know, off the field, you're starring in a documentary.

JACKSON: That's right.

ROMANS: About the making of an NFL star. You even have a rap career.



ROMANS: I want to -- listen to -- let's listen to a little bit of this rap.


ROMANS: Are you building a media empire here? Can you sing me a little bit?

JACKSON: I'm not necessarily a singer. I'm a rapper. But --

ROMANS: Oh I see.


JACKSON: You know, basically the song is, you know, featured by Snoop Dogg, you know, it's basically like saying diamonds on my neck, and, you know, hanging with my boys. And you know, this is what we do. So it's more coming more into awareness, you know, my off season is more time when I have to rap and, you know, hanging out with my friends.


JACKSON: But I'm keeping my football career first and foremost. But you know, it's an interesting thing to do. Just rub elbows with some of the artists in the industry.

ROMANS: You know -- you know where your bread is buttered. And that's the most important thing.

JACKSON: That's right.

ROMANS: You are a small business -- a small business owner and you're small business as DeSean Jackson.

Let me ask you this, you're a West Coast guy.


ROMANS: But you've been -- what do you think about playing in the cold? I mean, the big topic of conversation here is it is cold.

JACKSON: It's freezing. I mean, honestly, you know, I'm just going on my seven year in Philadelphia, so, you know, I kind of adjusted to it a little bit, but you never really get used to the cold. I don't think, you know, being from a warm weather climate is never --

ROMANS: If there is a bit of rain before or after the game, and it's kind of humid or moist out there, is that the worst condition?

JACKSON: You see that?

ROMANS: Yes, oh man.

JACKSON: Yes. It's terrible. I mean, I'd rather play in snow than rain because, you know, once the rain starts hitting the ball, it gets slippery, your gloves get slippery. You drop passes. I mean, you've got to really focus and concentrate on that ball. So hopefully this Sunday we don't have to worry about the -- you know, the precipitation being a no problem.

ROMANS: All right. So nice to meet you. And best of luck to you.

JACKSON: Nice to meet you. Make sure your kids read that book. It's good.

ROMANS: I will. Thank you for it.

JACKSON: Thank you.

ROMANS: All right. Coming up, I have two tickets, two tickets to the big game here in my hands. These are Super Bowl tickets. They are going for big bucks right now. But will they be worth anything after Sunday? Les Gold of "Hardcore Pawn" joins me to talk about collectibles.

And later, priced out for more than tickets.


UNIDENTIFIED MALE: I think they are a little pricey. I mean, 300 bucks?


ROMANS: The jerseys are real, but you can get knockoffs for a fraction of the cost. Who is ultimately paying the price, next.



ROMANS: Welcome back to a very special edition of YOUR MONEY. We're all about the big game and big business today. We are broadcasting from Super Bowl Boulevard in Times Square.

The host committee says $550 million will flow into the New York metro area from tourism and all the Super Bowl activities. An estimated 400,000 to 500,000 tourists are flooding the zone right here, right behind me, and into New Jersey. Think of all the hotel rooms, the flights, the tickets, the transportation.

Is any of that merchandise an investment for the future or just a personal keepsake from the big game?

There is no better man in the country, nay, the world, to ask than Les Gold. He is the star of "Hardcore Pawn" and he's the owner of American Jewelry and Loans in Detroit.

Les, so nice to see you. At events like the Super Bowl, what is truly collectible?

LES GOLD, TRUTV'S "HARDCORE PAWN": Thank you for having me.

ROMANS: What's going to increase in value? Because I'm going to tell you, there's Tchotchkis all around here and people selling all kinds of stuff. What is going to be valuable on Monday?

GOLD: Well, the stuff that you see on the streets isn't going to really gain interest and get you to make money on your merchandise. What's going to be valuable? Man, if you can get your hands on a Super Bowl ring, that's going to be collectible. Anything that was worn during the game, helmets, shoes, shirts, pants, doesn't matter what. That's the stuff that's going to be valuable and get you interest on your money.

ROMANS: So you -- I don't know if you can see me, Les, but I'm holding in my hands two actual Super Bowl tickets. So maybe the most valuable thing you could have, right, is the ticket because, you know, you can't make others. There are only a certain number of these tickets. How valuable is actual ticket stub come Monday?

GOLD: There are. And I'm wearing one that -- I'm actually -- I actually I have one around my neck that I'm showing that we went to the Indianapolis game. As you exit the stadium, people are spending $25.


GOLD: There's people out in the parking lot trying to buy the tickets for 25 bucks. And a lot of people are selling them. But you know what? The shirts, the hats, isn't really going to increase in value. I'm going to keep my ticket. Because it's not about the $25. It's the emotional part of it.

And you know what, when we walk the streets of New York, we talk about emotion. And you know, as you're looking at the merchandise in the stadium, people are at this event, it's a happening. Everybody gets caught up in the emotion.


GOLD: And all of the merchandise is normally sold out before halftime.

ROMANS: So tell me, how valuable are the rings?

GOLD: You know depending on who wore it, rings always have an intrinsic value. There is no question. It's a Super Bowl ring. There's only a few of those. If it's a player's rings they can go anywhere between $25,000 and $200,000 depending on the player.

ROMANS: Thanks so much, Les. Nice to see you. All right, the high price of real memorabilia is pricing some fans out. Macy's here in Manhattan has set up a huge NFL shop for fans, other retailers like local sports chain Modell's, they're going all out here in Times Square.

Nothing is cheap here. Jerseys are going for $300 a pop. But you can get knockoffs for a lot less.


POPPY HARLOW, CNN CORRESPONDENT (voice-over): Along with the big game come the big bucks.

UNIDENTIFIED MALE: Everything's bad.

UNIDENTIFIED MALE: Yeah, we got no UPCs here. Got no holograms.

UNIDENTIFIED MALE: You got any NFL stuff, any Super Bowl stuff?

HARLOW: Federal agents, getting a leg up on criminals peddling fake jerseys, hats, even fake Super Bowl tickets.

This undercover agent is texting an unsuspecting seller.

UNIDENTIFIED MALE: He said, yes, I have them. It's ready to go.

HARLOW: In Jersey City, feds found this.

UNIDENTIFIED MALE: It's going to be at least 500 pieces, maybe 500 to a thousand.

HARLOW (on camera): Are these real?


HARLOW: Did you know that they were not real?

UNIDENTIFIED MALE: Just ordered them.

HARLOW (voice-over): Hundreds and hundreds of fake jerseys and fake Super Bowl gear for sale in plain sight.

UNIDENTIFIED MALE: This should have been lasered on, the tag here at the end. Instead it's stitched on. Very substandard product.

HARLOW (on camera): About how many did you sell?

UNIDENTIFIED MALE: Probably say about -- probably say about 100.

HARLOW (voice-over): Raking in heavy profits. He bought these for 15 bucks a pop online and sold them for up to 70 bucks, but the real deal will often cost you hundreds.

(On camera): Why is this worth taxpayer money? Why have all these agents out here take this guy down? Why is it worth it? BRAD GREENBERG, SPECIAL AGENT, ICE: It's taking away jobs from the American public, and money is being moved through various criminal organizations and being funneled back for the use of drugs, weapons.

HARLOW: Why are we seeing more big, criminal enterprises getting involved in the counterfeit game, not just drugs anymore?

GREENBERG: They're getting involved in the counterfeit game because of the profits that are involved.

HARLOW: Higher than -- higher profit margin than drugs?

UNIDENTIFIED MALE: Yeah, absolutely.

HARLOW (voice-over): Higher profits and sweetening the deal for criminals, often much less if any jail time, if they're caught.

ANASTASIA DANIAS, V.P. LEGAL AFFAIRS, NFL: I think certainly having harsher penalties will always be a disincentive.

HARLOW: Anastasia Danias leads the NFL's fight against counterfeit.

(On camera): This is a Broncos' jersey, number 88.


HARLOW: That we bought yesterday. Is it real?

DANIAS: Well, I'm not seeing any of the tell-tale security features, like the NFL hologram. Some of the stitching is coming off.

HARLOW: So this is fake?

DANIAS: I believe that this is fake. Yes.

HARLOW (voice-over): It's not just jerseys. Fake Super Bowl tickets scam people out of thousands of dollars.

DANIAS: First line of defense is the hologram. This graphic is painted in what's known as thermochromic ink. So if you heat up the ink, it will disappear.

HARLOW: Online, the fight is even harder with a burgeoning multibillion dollar market for fakes.

GREENBERG: It's a fast and safe delivery. Anybody who is selling genuine product would not be worried about safe delivery. If it's too good to be true, it probably is.

HARLOW (on camera): Twenty-eight bucks?

GREENBERG: Twenty-eight bucks for a jersey that typically is $300.


HARLOW: And, you know, it's one thing to get scammed with a fake jersey, it's another to get scammed with thousands of dollars worth of fake tickets. It happens. These are the real deal. You saw the security measures in the piece. Make sure to look for the hologram on the back. But the NFL also says these security measures are as full proof as they can get, but they're not perfect.

So always, Christine, always buy from -- straight from the NFL or they have a ticket exchange right now. If you're going to buy tickets for the big game, do not buy them on the street.

ROMANS: Thanks, Poppy.

All right. Coming up, thousands of fans out here in Times Square. Millions more will be watching the game tomorrow. Some of them will tune in just to see the commercials. But is it worth it for advertisers spending millions for just seconds of air time?



ROMANS: Welcome back to a special edition of YOUR MONEY, coming to you from Super Bowl Boulevard in Times Square. And check out all the action behind me.

Lots of events set up. Lots of fans and spectators. And that means lots of advertising.

The Super Bowl is the most popular TV even in the U.S. And it's not just NFL fans watching. It's everyone. Advertising prices astronomical. They've been climbing for years. This year, yet a record. And a new trend that has social media buzzing.


ROMANS (voice-over): It could be the most expensive 30 seconds in sports and maybe in all of business. Super Bowl ads sold out for weeks, some hitting a record $4.5 million a pop this year for just 30 seconds of TV time. But the number of eyeballs, that's what's priceless to advertisers.

More than 100 million viewers have tuned in for each of the past four years, compared that to 40 million for the Oscars, 28 million for the Grammy's, about 15 million for last year's World Series.

SAM THIELMAN, TELEVISION AND MEDIA WRITER, "ADWEEK": The Super Bowl is one of the very few television shows where you still get a lot of reach. You get people from all different walks of life with all different preferences watching it.

ROMANS: But are millions of viewers worth millions of dollars for just a few precious seconds? Market research firm, Communicates, find recently, only 1 in 5 Super Bowl ads actually motivates consumers to buy anything. But sales aren't the only goal for advertisers.

THIELMAN: It is also kind of a great sort of badge to have. You know, we were in the Super Bowl last year. That's how big our brand is. And a lot of advertising is about self-congratulations as well.

ROMANS: Forty-three advertisers bought ads this year ranging from the standard 30-second spot to two minutes. Some of the big spenders include Anheuser-Busch, Butterfinger, Doritos, Go Daddy, Jaguar, Dannon, Wonderful Pistachios and General Motors, jumping back in the game after a brief hiatus in 2013.

The big trend this year, teaser ads,

UNIDENTIFIED FEMALE: Don't you think it'd be nice to try something new?

ROMANS: They help companies build hype.


ROMANS: And give fans a heads up on what to watch for. Much of it driven through social media, which brings more buzz and gives advertisers a lot more than one little spot on TV.

UNIDENTIFIED MALE: Don't you think it's time we all get our own places?

ROMANS: Super Bowl advertising becoming a game of its own, star players millions of dollars on the line and an audience who likes to play favorites.



ROMANS: Believe it or not the Super Bowl isn't the only money story this week. Facebook is crushing it but has the company lost its cool? That's next.


ROMANS: We've got more on the Super Bowl in 60 seconds but right now, it's "Money Time."


ROMANS (voice-over): It's taper time. The Federal Reserve is winding down its historic stimulus from $75 billion in January to $65 billion in February. It was Ben Bernanke's last move as Fed chairman, Janet Yellen now runs the show.

Facebook is kind of crushing it right now. Record sales and profit. That's good for investors. The stock up 40 percent since the IPO. But is it still fun for users? It's adding users at a slower pace, especially teens.

Fraud alert. Watch out for a mysterious charge of $9.84 on your debit or credit card. You could be a victim in a huge worldwide scam. Thieves hoping that such a small charge will go unnoticed. Google's vision is coming into focus. It's offering prescription lenses to its Google Glass. Trying to make a more fashionable and consumer friendly before releasing it broadly at the end of the year.

Low-cost airline, tropical destinations. Southwest launches international flights including routes to Aruba, Jamaica, and the Bahamas. It's part of a slow-moving merger with Airtran.


ROMANS: Coming up on a brand new YOUR MONEY at 2:00 p.m. Eastern, the Super Bowl promises a financial windfall but does it deliver?

New York Giants co-owner Jonathan Tish, New York Jets owner Woody Johnson and former Super Bowl champ Jerome "The Bust" Bettis will join us.