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The store is the only one in the West Valley - and one of seven in the Phoenix metro area - owned by Sports Fan Marketing. The company is one of a handful of vendors licensed by the National Football League to sell Super Bowl merchandise.
The store features more than 200 souvenir items, including T-shirts, footballs, hats and glassware, said company President and CEO Steve Sodell.
The temporary shop at 15930 N. Bullard Ave. will occupy the space typically used to sell Kansas City Royals’ and Texas Rangers’ baseball gear during spring training season.
Sodell said he choose to open his only West Valley store in Surprise because it is hosting the Celebrity Flag Football Challenge and other sports activities on Feb. 2, the Saturday before the Super Bowl. The flag football game will begin at 11 a.m. and will be televised by Fox Sports Network.
“The flag football tournament is expected to attract 10,000 to 15,000 people . . . I figured that would be a great opportunity to find retail space and set up merchandise,” he said.
The celebrity match-up will feature present and past NFL players. Halftime of the game will feature a performance by the Flutie Brothers Band, with former NFL quarterback Doug Flutie on drums. Other activities include a family fun run and walk.
Sodell has sold licensed Super Bowl gear in the event’s host cities for the past six years. Based in Scottsdale, Sodell said this year he has a clear advantage over other licensed vendors because the event is so close to home.
“Last year, I did it in Miami and the year before that in Detroit . . . finally, I didn’t have to travel,” he said.
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