Irsay's 'all-in' mentality key to Indy's Super Bowl score

February 3, 2012
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Oftentimes, Indianapolis Colts owner Jim Irsay is an all-or-nothing kind of guy.

Never was that more true than in the case of Indianapolis winning the bid to host the Super Bowl.

According to several people in on the early efforts to bring America’s biggest one-day sporting event to Indianapolis for the first time, Irsay was one of the biggest engines in the effort.

Not only was his rising clout among the other 31 NFL owners critical, but his willingness to forsake his own financial interests might have been the extra point that won the day.

“Jim Irsay was all in from the very beginning,” said Indiana University Athletics Director Fred Glass, who was president of the city’s Capital Improvement Board in 2007 and led the first effort to bring the game here.

“Jim Irsay had an opportunity to make money off of this thing that he passed on to make our bid more lucrative,” Glass said. “Jim gave everything he could, access to suites and everything else he had rights to within the stadium.”

Irsay also agreed to let the AFC championship team use the Colts Complex for the week. Ironically, that turned out to be one of the Colts’ biggest rivals, the New England Patriots.

Yes, Irsay's Colts got a sweetheart deal to lease Lucas Oil Stadium. But contractually, he had the right to squeeze even more out if the Super Bowl was played there.

It’s also true that the money generated from the game itself and the NFL Experience goes to the league and is mostly divided among the 32 teams. So Irsay does get a share of the windfall.

But many NFL owners who have some control over their home stadium try to withhold some of the income-generating functions from the Super Bowl bid and keep all of that for themselves.

That was the case with Dallas Cowboys owner Jerry Jones in 2007. The Cowboys’ stadium holds about 35,000 more people for the Super Bowl than Lucas Oil Stadium; in Dallas’ first bid, Jones withheld a lot of money-generating possibilities from the bid.

In bidding for a Super Bowl, a host city usually gives a preliminary bid, then amps it up as the competition warrants through another two or three rounds. It’s a lot like a high-stakes poker game.

“We probably didn’t know exactly what we were doing, so we gave our last and best offer right off the bat,” Glass said.  

Because of that and Irsay’s generosity, Glass said, “Dallas felt Indianapolis’ hot breath on their neck.”

Jones’ hand was forced when he heard a number of owners were favoring Indianapolis. He gave up much of his stadium inventory—some at the 11th hour—and Dallas’ bid ended up being close to $20 million more lucrative for the NFL than Indianapolis’.

Still, at the 2007 spring owners meeting, after several rounds of voting Dallas only beat out Indianapolis 17-15 for the 2011 Super Bowl.

Indianapolis carried its momentum over in 2008, and won the 2012 bid.

Irsay, as zany as he is, probably doesn’t get enough credit for being a community supporter. Much of his desire to help his adopted home stems from the memories of how people in Baltimore felt—and still feel—about his dad, Robert.

“I’m a part of this city and I love it here,” Irsay said this week from the Super Bowl media center at the JW Marriott. “I think it’s important for me to do whatever I can for my hometown.”

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  • “I think it’s important for me to do whatever I can for my hometown.”
    How about writing a check to the CIB for the projected losses they expect from hosting the Super Bowl which was intended to community "reward" for building him a $750 million football stadium, rent free along with all the revenue?
  • Fred Glass Sold His Soul To Jim Irsay
    I cringe when I read Fred Glass's quote:

    “We probably didn’t know exactly what we were doing, so we gave our last and best offer right off the bat,” Glass said.

    Yes, this is from the man who gave a $750 million taxpayer funded football stadium to Jim Irsay, rent free, gave away every revenue source, and bankrupted the CIB.

    He should be ashamed for having worse negotiating skills than my 12 year old daughter.
  • Good for Indy
    There is so much money being pumped into this city in many service and restaurants that you cannot make a case for hosting the Super Bowl as being negative. I am in the real estate business and have seen people rent their homes for 500 to 4000 per night, have talked to limo companies pulling in 10,000 over the weekend and restaurants pulling in 100's of thousands of dollars from corporate clients. Beyond that, the press that this city is enjoying is tough to calculate. It puts us on the map as a great place to live and work and that won't go unnoticed when employers are considering Indy for relocation. I've heard only positive from national news media in how Indy has the best pre-game setup they have seen. It takes money to make money and our old Hoosier Dome stadium would be empty this weekend if it were still here.

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  1. With Pence running the ship good luck with a new government building on the site. He does everything on the cheap except unnecessary roads line a new beltway( like we need that). Things like state of the art office buildings and light rail will never be seen as an asset to these types. They don't get that these are the things that help a city prosper.

  2. Does the $100,000,000,000 include salaries for members of Congress?

  3. "But that doesn't change how the piece plays to most of the people who will see it." If it stands out so little during the day as you seem to suggest maybe most of the people who actually see it will be those present when it is dark enough to experience its full effects.

  4. That's the mentality of most retail marketers. In this case Leo was asked to build the brand. HHG then had a bad sales quarter and rather than stay the course, now want to go back to the schlock that Zimmerman provides (at a considerable cut in price.) And while HHG salesmen are, by far, the pushiest salesmen I have ever experienced, I believe they are NOT paid on commission. But that doesn't mean they aren't trained to be aggressive.

  5. The reason HHG's sales team hits you from the moment you walk through the door is the same reason car salesmen do the same thing: Commission. HHG's folks are paid by commission they and need to hit sales targets or get cut, while BB does not. The sales figures are aggressive, so turnover rate is high. Electronics are the largest commission earners along with non-needed warranties, service plans etc, known in the industry as 'cheese'. The wholesale base price is listed on the cryptic price tag in the string of numbers near the bar code. Know how to decipher it and you get things at cost, with little to no commission to the sales persons. Whether or not this is fair, is more of a moral question than a financial one.

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