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"Your SB Champions, the Indianapolis Colts," just doesn't role off the tounge. It isn't going to sell tickets, merchandise, or gain very many new fans.
That's a great point, and potentially a divergence in the interests of the tv networks and the league. The networks are most concerned about ratings for the game, the league makes a killing on hats and t-shirts. (I assume that fees for merchandise w/the Superbowl logo are shared?)
If you're in the hat and t-shirt business, you want Chicago in the worst way. Pats fans' closets are already full. :snob: