Not everyone who watches the Super Bowl is a die-hard football fan. Some are watching with their friends and family. Others are simply consuming the product because the game will be on in the background. And then, there are those who love the pagentry of it all, especially the snack culture surrounding the event.
Videos by Wide Open Country
That's why Eli Manning has teamed up with King's Hawaiian for a limited-edition run of Super Bowl merchandise for so-called "soft fans."
"Fans love King's Hawaiian sliders for the taste and tradition," Manning said in a statement. "Soft fans show that love in a lot of creative ways, because being 'here for the food' is a winning strategy - and King's Hawaiian is here to support that."
The collection, aptly named "The Soft Fans Collection," is aimed at the foodie fans. Not the people who adore football, but those who adore the delicious treats that often come with it. The merchandise in question will include a crewneck, long sleeve, hat and socks. The items will all have playful slogans such as "here for the food."
In fairness, it's a solid marketing ploy to make non-die-hards feel like they have a role within the viewing experience. After all, the Super Bowl draws hundreds of millions of eyeballs each year.
Eli Manning Wasn't the Only One To Provide a Statement on the Super Bowl Collection
Eli Manning's statement will undoubtedly do most of the heavy lifting for King's Hawaiian. However, Raouf Moussa, the CEO of the company, has also released a statement.
"Football has always been about bringing people together, and that includes every kind of fan," he said "As a brand that's been part of football food traditions for generations, we wanted to spotlight the fans who show up for the joy, the togetherness, and the food. The Soft Fans Collection celebrates the softer side of the game in a way only King's Hawaiian could and partnering with Eli — someone who truly understands both the game and the culture around it - felt like the perfect way to bring it to life."
Casual fans are the lifeblood of every sport. They turn up to games, spend at concession stands and then go about their lives. Most of them are proud of their sports teams, but don't need to feel a daily connection. So, what better way to celebrate that section of a fanbase than by giving them their own merchandise line?
It's genius marketing for delicious treats. Perfect.
