Cashing In on the Super Bowl

Action Images Inc., sports memorabilia
Tom Green
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Tom Green, Action Images

Tom Green usually roots for the underdog -- because for him, it makes good business sense. "That's an underserved market," he explains. "Ideally, we would have a fresh market every year."

Green's company, Action Images, is the exclusive publisher of the Super Bowl's program cover images and the art that appears on each year's ticket, known as "Theme Art" and "SuperTickets," respectively. Action Images pays royalties to the NFL, which provides the images, and they supply retailers across the country, from grocery stores to poster shops, with prints. While the Theme Art images are popular in three places -- the two teams' hometowns and that year's venue -- the rest of the country is more interested in the SuperTickets posters, which display the tickets from every Super Bowl ever played.

"You can almost trace the history of American artwork, from psychedelic, to electronic, and so on," Green says.