We’ve been trying to prepare ourselves for and make sense of Tom Brady’s return to Foxboro for ages.
There’s been so much noise, hype, analysis, and more the past few weeks it’s hard to boil it down to its essence. Just what is this highly-anticipated game really all about? Is it about the ultimate showdown between the greatest quarterback and coach in NFL history? Is it a chance for two icons to prove they were more responsible for a team’s unprecedented success than the other? Is it about revenge for not believing in the longevity of an icon? Egos? Destiny?
Sure. Probably. But in the end, like everything, it may just be about money.
Stop and think for just a second as to how many people stand to cash in from this improbably scheduled football game, which happens in Foxboro once every eight years. Factor in the drama, dysfunction, and dynamic of the Brady/Belichick relationship, and the possibilities for profit over this once-in-a-lifetime game are mind-boggling, and it seems every possible way to make a mint is being explored and/or exploited this week. Who can blame everyone?
For starters, how about attending the game itself? People have been discussing it, arguably the most anticipated regular-season game in history, for months, if not since Brady left New England. The idea is that demand would be so high to see Brady’s return/farewell that it would be an impossible ticket to get. Turns out it’s a pretty easy ticket to get. All you need is thousands of dollars. To date, it’s the highest-priced overall ticket for any New England sporting event in history. Some seats have gone for well over $5,000 already, according to ticket reseller ACE Ticket. Prices may not be as high as first thought (perhaps recent struggles by the Patriots have dampened resale a bit), but it’s still at or beyond Super Bowl expensive.
Now, you’d think there’d be so few of those tickets available as every Patriots fan who misses Brady, wanted to say goodbye or needed desperately to witness his homecoming would be there, late start and all, right? This is America, the land of opportunity! And what fan would pass up the opportunity...to sell these tickets for a hefty profit? As of this week, there were still thousands of tickets available on the second-hand market. Reaching out to several friends with season tickets one said he was “Trying to turn a little profit for the season”, while another and his wife were, “Probably going unless they got an offer they couldn’t refuse.” They are but two of many who are as interested in the game, it seems, as they are in paying for Christmas by watching from home.
How about merch? Any big game like this has to feature commemorative garb and souvenirs. Brady himself got the vibrating pliability ball rolling this week with his “Return to Foxboro” shirt, based off of his combine shirt from over 20 years ago. His former favorite receiver, Julian Edelman, who learned much about branding from Brady, and is no stranger to profiting off of unique events in Foxboro, has released a special edition “GOAT Bowl” Shirt this week. Why not try and make a buck the week after the team threw you a retirement party? As far as jerseys go, you’d have to think the demand for Mac Jones jerseys, once the second-best-selling jersey in the NFL, has slowed a bit in recent weeks, much like the Patriots offense. But should the rookie get the best of Brady Sunday night you can sure expect a massive surge in sales.
Brady’s Tampa jersey continues to sell well and could also see a bump. Whoever makes these Franken-jerseys is also probably making money, and should also be ashamed of themselves.
Perhaps you won’t be attending but can’t read enough about this compelling sports saga? Pre-sales of Seth Wickersham’s “It’s Better To Be Feared” unauthorized tell-all of the Patriots dynasty has landed at #1 in sociology of sports on Amazon. Jeff Benedict, author of the previously published, “The Dynasty” has surfaced for the rounds and is likely benefitting from this game. Newspapers and websites, like the outstanding coverage at WEEI.com have been experiencing a surge in clicks and views. Radio stations, like WEEI, haven’t missed the boat - and don’t forget to tune in to all our “Brady Week” coverage, brought to you in part by ZUDY, among others! It’s too bountiful a ride to not try and hitch on to.
TV ratings Sunday night are expected to be almost Super Bowl-esque. With great ratings come great ad rates (no word yet as to what NBC is charging for a 30-second TV spot but we can bet safely it’s more than when “American Ninja Warrior” runs).
Then there’s something else we see featured on TV more and more these days (including by Drew Brees, which is weird); gambling! According to BetOnline Bucs @ Pats is on pace for record-setting regular-season action. And with the large majority of bets coming in on Tampa you know who Vegas and the house will be rooting for Sunday night.
Add in the random goods that arise from such a momentous occasion and pockets are getting lined nicely. Like local beers made against Brady & Gronk and for, sort of, like 199, which I consulted on for the occasion (Author’s Note: I participated in the creation of this beer but did not profit from its production ... just part of the fun for the occasion). You can imagine unauthorized keepsakes and collectibles will be distributed at bars, sold in parking lots, and bid on at eBay. And those bars across America will be pouring those beers and slinging wings almost until it’s legally Monday.
Seems there’s no end to ways people can make money off of this game. Which is largely being played thanks to the unforeseen endurance of Tom Brady. Hey, the longer Brady plays the better his brand, TB12, looks, right? What, you think he’s out there just to prove a point? Wait, probably. Yeah, definitely. Anyway, Brady’s success at such an advanced age in pro football is astounding, and what works for him sells to others. He’s his own product and marketing department. You are not likely to be the best at what you do, especially a contact sport, for over 20 years. But maybe those supplements or vibrating pliability roller will help you reach your peak performance!
Tom Brady and Bill Belichick brought unheralded, unbelievable success to New England for two decades. And with that success came insane amounts of profit for dozens of organizations not named the Patriots. So why would the final time the two are likely to share a field together be any different? Hopefully, it’s a great game for a lot of reasons. Mostly emotional here, but financial for many. If you have any ideas as to how to make some money off of Brady’s Return/The GOAT Bowl/whatever you call it you have 48 hours to come up with an idea, and then it will become what it was meant to be; a football game.
And if Brady returns in eight years then he will have all our money by then because TB12 really works.