Who has the most to gain at Super Bowl XLVII?

Every year around this time, conversation turns to which brand can “win” Super Bowl weekend. In other words, which activation, commercial, or PR stunt will generate the most discussion in offices and classrooms on Monday morning? USA TODAY’s Ad Meter is usually a telling resource, but Coca-Cola, GoDaddy, and Volkswagen have all been successful in recent years.

With its enormous television audience, over 111 million viewers in 2012, the Super Bowl offers one of the world’s biggest stages on which to perform. Along with that attention comes a great deal of opportunity for its participants. While the athletes’ primary motivation obviously comes from their drive for a Super Bowl ring and the fulfillment of rising to the peak of their profession, one would be remiss not to mention the multitude of potential marketing opportunities that are on the line.

Super Bowl triumph opens otherwise impenetrable doors for the team’s most visible stars. Talk show appearances, autograph signings, and endorsement opportunities are just some of the marketing deals that often lie in wait. For marketing agents looking to build their clients’ brands, there is no greater prize than Super Bowl stardom. Without further ado, let’s take a look at whose brands have the most to gain this Sunday in the Mercedes-Benz Superdome:

 The Harbaugh Brothers

Jim and John Harbaugh may be the biggest stars of Super Bowl XLVII. In fact, their stories will likely be played out before the “Har-Bowl” even kicks off, which already make both men winners. The Harbaugh brothers are the only ones on this list whose brand value will not be impacted by what happens on Sunday evening. One man will win, and one will lose. Regardless of who comes out on top, their brands will inevitably be tied to one another. Look for them to be featured together in any major commercial opportunities in 2013, much like the Williams sisters and the Manning brothers.

The Rays

Ray Lewis and Ray Rice, the two faces of the Baltimore Ravens, each have a great deal to gain on Sunday. And for very different reasons.

Ray Lewis’ story has been told. One of the best linebackers of all time will be retiring after the game on Sunday. He is a tremendous leader, but one who’s past was irreparably marred after an incident in Atlanta following Super Bowl XXXIV. With a victory on Sunday, Lewis can cap off his emotional journey, and a Hall of Fame career, on a positive note.

 

Ray Rice, despite his unique skills, is less often profiled in the national media. Standing just 5’8, Rice is one of the more effective --- and versatile --- backs in the entire National Football League. Full of personality, it is a bit surprising that Rice has not yet become a bigger star in the marketing world. Rice is one of the top fantasy backs year-in and year-out, and yet his brand has not yet taken off. After overcoming tragedy, with the murder of his father, Rice is a great story of perseverance and hard work. With a victory, and perhaps an MVP trophy, in Super Bowl XLVII, Rice will become a full-fledged star on the national stage.

Randy Moss

Moss is undoubtedly one of the best wide receivers to ever play. Just look at the statistics. He is 3rd in yards, 2nd in touchdowns, and 9th in receptions all-time. He also had perhaps the best receiving season of all-time in playing for the New England Patriots and Tom Brady. With a Super Bowl ring, Moss will cement his place in the record books. Regardless of his ability, and his quirky personality, Moss has not appeared in any notable ad campaigns. All that could change on Sunday evening.

 Joe Flacco

The Quarterbacks will take the spotlight in the Superdome on Sunday night. What else is new?

Joe Flacco has the opportunity to take a HUGE step in the respect category. The Super Bowl will provide Flacco with a chance to elevate himself amongst the NFL’s elite signal callers. Just ask Eli Manning and Ben Roethlisberger what a Super Bowl victory can do for their personal brands. Both turned Super Bowl MVP appearances into significant endorsement deals and are now household names in the sports marketing world. With a big-time performance in New Orleans, the Ravens QB can earn himself a great deal in endorsement money. While those in Baltimore may already believe in their guy, a win in Super Bowl XLVII will make CMOS nationwide “Whacko for Flacco.”

Colin Kaepernick

While Joe Flacco is not yet a household name, he is certainly recognizable amongst NFL fans. Colin Kaepernick was a complete unknown just a couple months ago. A 2^nd Round pick in the 2011 NFL Draft, he was previously the back-up to Alex Smith. That all changed when Smith went down with an injury mid-season.

Now the University of Nevada graduate is taking the National Football League by storm. As a dual threat with his speed and a rocket arm, Kaepernick has been unstoppable throughout this year’s playoffs. Even more impressive has been Kaepernick’s confidence and mentality. In a Divisional round game against the Green Bay Packers, Kaepernick bounced back in a big way after throwing a pick six on his first possession. In the NFC Championship at a hostile Georgia Dome, Kaepernick brought the 49ers back from a 17-0 1^st Half deficit. Kaepernick’s swagger and athleticism make him a natural fit for rich endorsement deals.

No longer is he overshadowed by fellow youngsters Andrew Luck, Russell Wilson, and Robert Griffin III. Kaepernick is now only one big game away from far surpassing all three in terms of marketability.