Word: bowlful
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Dates: during 2000-2009
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...Gist: Even Barack Obama can't match the Super Bowl's hype. By the eve of "the world's biggest single-day sporting event," even casual fans can recite the betting line, retrace Kurt Warner's journey from an Iowa supermarket to the cusp of the Hall of Fame, or explain why the Steelers' zone-blitz scheme bedevils opponents. St. John's book is not for those casual fans. The veteran sportswriter and Wall Street Journal columnist spent a year covering the foot soldiers who prep the gridiron for glory-and who ensure the event is delivered to an electrified...
...Super Bowl got its name: "If Commissioner [Pete] Rozelle, the acknowledged father of the Super Bowl, had his way, it would have been called the AFL-NFL Championship Game, which isn't so much a name as a description. Briefly, there was some sentiment in favor of The Big One, which, at best, sounds like something on a fast-food chain's menu. Then [Kansas City Chiefs owner] Lamar Hunt got into the picture... Around the time of the merger negotiations, Hunt saw his son and daughter playing with a new ball from Wham-O that was almost impossibly bouncy...
...party held on Miami's South Beach that ranked among the best of the pre-Super Bowl bashes: "One section of the beach was furnished with couches and upholstered chairs arranged in front of a stage with a steel drum band and Latin dancers gyrating on platforms. Just to one side, chefs churned up paella with shovels...In another cabana, they were handing out Super Bowl commemorative Crocs-blue with orange or orange with blue, all gratis. The party felt busy, but there was never a line, whether it was for the roast pig at the savory station, the decadent...
...biggest partier on the planet, Diddy, will be in town to host a bash. Lad mag Maxim, Playboy's rival for absurd Super Bowl extravagance - its 2004 bash in Houston, "Circus Maximus," featured Ferris wheels, fortune tellers, cancan dancers and Paris Hilton - is proceeding but with half as many guests as last year. "We're not immune to what's going on," says Glenn Rosenbloom, president of the Alpha Media Group, which publishes Maxim. "But having said that, our readers love football, our advertisers love football, and so do we." The sponsors for the party, which will take place...
...sold 90% of its advertising inventory, at a record average price of $2.9 million per 30-second spot. Which means that, in the end, the game will probably continue to be eclipsed by the commerce, if not the parties, built around it. (See pictures of the Giants' stunning Super Bowl victory last year...