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Super Bowl investing: What companies can benefit from the big game

Kevin Chupka
·Executive Producer/Writer

The teams are set. Super Bowl XLIX will feature the Seattle Seahawks and the New England Patriots vying for the Vince Lombardi trophy on Sunday, February 1. While many will put their money on the line in Vegas casinos and online Brian Sozzi, CEO of Belus Capital Advisors says there are other ways to make money on the Super Bowl.

Pepsi (PEP)
Sozzi says “they own the Super Bowl.” With a huge ad buy and a half time sponsorship deal it makes sense that Pepsi would benefit from name recognition on the biggest television event of the year.

Those obvious benefits aside, Sozzi says to look beyond the game itself too. “I think over the next six to twelve months you’ll see a lot of mid to low calorie sodas from pepsi, you’ll see a lot more protein infused to a lot of drinks and coconut water. Not many people know they have a stake in the third largest coconut brand, O.N.E.”

Pepsi also has a big stake in what Sozzi calls the new “it” dip at Super Bowl parties - Sabra Hummus.

Nike (NKE)
The Oregon-based mega sporting goods company has the market cornered on NFL apparel. “You see all the little players walking around with their jerseys,” Sozzi says. “Well now Nike has the exclusive sponsorship for athletic gear on the field and on the sidelines up until 2017.” Sozzi also notes that Nike’s footwear division continues to innovate and succeed against the competition.

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That means plenty of cash from fans of a league that seemingly can do no wrong despite (high-profile stories like the Ray Rice domestic assault case and former NFL MVP Adrian Peterson's child abuse charges last year) consistent efforts to alienate huge swaths of followers.

Dick’s Sporting Goods (DKS)
Just because fans are buying shoes and apparel doesn’t mean they're buying them from big box stores like Dick’s. “The stores are too darn big,” Sozzi argues. “They have not told me they can reinvent their sales flow.”

Sozzi thinks traditional big box retail is a dying breed and Dick’s is no exception. That is, of course, unless they reinvent themselves and follow what Sozzi thinks is the successful model of Best Buy: Branded stores within the store staffed by that brand's employees offering personalized service.

Twitter (TWTR)
The jury is out for Sozzi on this one. On one hand he expects social media to explode this Super Bowl. On the other, post-IPO lock-ups loom and he’s unsure whether or not it’s time to really buy in. He’ll watch from the sidelines on this one he says.

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