Russians On The Roof… Things I’ll Miss From Not Being At Super Bowl
For the first time since 1997, I’m not part of the NFL PR machine that services the thousands of media members working behind the scenes at the Super Bowl and it feels weird.
Back in 1998 as a rookie staffer with NFL International I arrived in San Diego to work my first NFL title game, which saw John Elway finally win a ring as the Broncos beat the Packers. Since then, I’ve been a familiar face for overseas media arriving in town from Australia to Austria and Brazil to Belgium. This year they’re unable to attend Super Bowl due to Covid-19 travel restrictions and therefore those of us usually tasked with helping their week function smoothly have no role to play.
The hairs on the back of my neck still stand up at that magical moment of witnessing the opening kickoff, but for me the Super Bowl is not so much about the game itself. What I’m missing most this week is the reunions with friends and colleagues and a time that ultimately creates anecdotes and memories that remain long after the champion has been crowned.
The Giants’ helmet catch, the incredible Patriots recovery from 28–3 down and Devon Hester’s spectacular kickoff return are unforgettable highlights, but it’s the more quirky and humorous moments that linger for me. Here’s a few of them from the 21 Super Bowls I have worked.
Whenever a question or issue arises relating to international media it is usually those of us with the British accents who are called or texted to come to the rescue. In Houston at Super Bowl XXXVIII, I received an urgent message that Russians were trying to get onto the stadium roof. The Cold War might have been over, but Americans can still be a little twitchy when it comes to our friends from Moscow, so off I went to investigate. Sure enough, I discovered several Russian television broadcasters peering through an emergency exit onto the Reliant Stadium roof. They had misread the plan indicating where their TV booth was located, were lost and making security a little nervous. I had become friendly with Dmitry, Vitaly and their entourage over the years, so guided them to their assigned booth and an international incident was avoided.
The NFL PR team traditionally arrives in the stadium eight or nine hours before kickoff, dressed in a suit and tie and comfortable footwear, even if it’s sneakers that clash with formal attire. Super Bowl Sunday lasts from a 7am PR staff meeting until a 2am finish for some, so comfy shoes are far more important than fashion. Celebrities sometimes gain access to the stadium before the gates are opened for fans and one year, I was approached by the actor Owen Wilson who wanted to have his credential updated to allow him field access before kickoff. I knew better than to ask for such a change on a busy game day, so pretended to make a phone call before confirming that would not be possible. He was perfectly accepting of the rules, but twenty minutes later the stadium announcer testing his microphone called out ‘and there goes Owen Wilson, catching another pass in the end zone for a touchdown.’ Clearly the actor had decided to try his luck elsewhere and a security official had relented.
Celebrities are ten a penny at Super Bowl. I once took world heavyweight boxing champion Evander Holyfield to a TV booth for an interview and he graciously signed autographs and posed for photos with an endless stream of fans along the way. By the time we eventually reached the TV booth, the presenter had decided he didn’t want to share his screen time with Holyfield after all, so asked me to take him back to his seat. The Champ was not amused and looked like he might want to punch someone, perhaps the guy in the suit who had dragged him up dozens of steps from where he’d been happily watching the game. Thankfully, he didn’t. At another Super Bowl, I was so consumed by a text exchange on my phone that I got into an elevator with a woman and two burly looking men in suits who caused quite a commotion when they exited at the next level down. The woman was Lady Gaga, but I’d been too busy to notice.
The Bears-Colts Super Bowl XLI in Miami was played in a relentless downpour, which caused major headaches for the international broadcasters and those of us assigned to their game day booths. The temporary wooden structures located high up in the stadium weren’t exactly waterproof since such inclement weather had not been anticipated in South Florida. In fact, it had never rained at a Super Bowl before. I spent most of the game searching for any material that could double as a tarpaulin to keep cameras dry and for containers to catch water that was pouring into the exposed booths. The carefully prepared notes presenters rely on for their commentary were soaked and of no use once caught in the downpour and there was a concern that the mix of water and electricity might cause more serious issues. That didn’t seem to deter Prince, whose halftime show was spectacular and inspired us to keep mopping up puddles and covering up cameras.
Being on the sideline at Super Bowl is overrated if you want to actually view the action, but the atmosphere is electric. At the Patriots-Seahawks Super Bowl in 2015, Neil Reynolds from Sky Sports in the UK had been given the wrong credential, so I was assigned to be with him at all times to allow him to remain on the sideline. Neil and I worked together for several years and are old friends, so it was a great gig. The most important function I performed was to ensure Neil could leave and return to the sideline when nature called, escorting him to and from the bathroom. I’m not sure that’s one of my career highlights! I live in New England, so was quietly delighted when from our obstructed view we saw Jermaine Kearse fail to make a crucial catch late in the game, but then the Seahawks fans around us started celebrating. From our position we’d assumed it was an incomplete pass and did not see the fantastic adjustment and grab he made until we watched the replay on the big screen. Awaiting the inevitable, we were bracing for the Seahawks to score the game-winning touchdown when Malcolm Butler popped up directly in our line of sight with his famous interception. It was a memorable moment being yards from the Patriots as they celebrated the victory.
I can only recall not being able to help a journalist on one occasion since we try to prepare for all eventualities during Super Bowl week. While in the press box, I was asked by sportswriter Paul Zimmerman, better known as Dr Z, if I could find him a pencil sharpener. I’d previously sourced pens, pencils, batteries, tape, all kinds of things to meet media requests, but this was a new one. I searched high and low, asked colleagues, and even rummaged through the stadium offices for a sharpener. The phrases ‘I don’t know’ and ‘I can’t help you’ are unacceptable in the PR world but on this occasion, I had to concede defeat. Dr Z, who sadly passed away in 2018, improvised with a sharp knife I borrowed from the kitchen staff rather than deviate from his tradition of using a pencil.
Back at that inaugural Super Bowl of mine in San Diego, some members the international media arrived to discover that the NFL had conveniently provided computer access for use in the media work room. In 1998 many journalists were computer illiterate so a PR fixer, who has since risen to the heights of a senior vice president role within the NFL, was dispatched to source as many typewriters as he could find. If a typewriter was on sale in San Diego that day, it was snapped up on the spot and made available to the media.
As for the friendships made during more than 20 years of working at the Super Bowl, there are too many to mention and I’ve missed seeing all those familiar faces as a result of staying home this past week. Monday would normally have kicked things off with Opening Night when all credentialed media are let loose in one giant scrum to interview both teams’ players and coaches. It’s a work event, but there is plenty of time to catch up with friends and discuss the upcoming game and storylines. Tuesday should have been the annual Media Party organized by the Super Bowl Host Committee. The event features live music and entertainment with local restaurants providing a feast of finger foods at what feels a bit like a high school reunion. Every year there is a buzz in the Media Center wondering where the party will be held and most years the venue does not disappoint. It has been held at Sea Life in San Diego, TPC Sawgrass in Jacksonville and Mardi Gras World in New Orleans to name but a few places.
Super Bowl week, for me at least, includes dinners and drinks with friends to unwind in the evenings. My golden rule is to have a low-key relaxing Saturday night and dine on hotel room service since the following day will be busy and demanding. But not this year. For the first time since 1997, a few drinks are on the agenda on Saturday night and for the first time ever, I’ll watch the Super Bowl on television with my wife while not wondering if there are any Russians out on the roof.
