With the mall guys moving further away from the licensed business it will be sporting goods, the Internet and the licensed shops scoring bigger this year with the Steelers and the Cardinals facing off in the Super Bowl on February 1. 


Dick’s Sporting Goods will clearly get a boost from the Steelers win Sunday, but the loss by Philadelphia would have helped more.  When the Steelers last won the Super bowl, DKS saw a 300-400 basis point lift to comps as consumers bought licensed products as well as other goods with the increased traffic .