Jonathan Yates, Benzinga Staff Writer
As with anything in life, the Super Bowl produces winners for both the short term and for the long term. The biggest winners for the short term from this year's game other than Seahawk nation are those holding any kind of short position on RadioShack (RSH).
A 30-second commercial for this year's Super Bowl cost $4 million. Radio Shack has a market capitalization of around $224 million. Two days after its Super Bowl commercial, Radio Shack announced that it will be closing 500 stores. As a result, Radio Shack is down nearly 8 percent for the last week of market action. Nothing like wasting millions when the stock is in a free fall, which obviously makes those short on Radio Shack even more pleased.
Another short term winner is Anheuser-Busch Inbev (BUD).
Even though the Belgian owners have cut costs drastically since buying the American icon in 2008, they have been wise enough not to get rid of the Clydesdales. A small puppy and a big horse is a tough combination to beat, as the success of this year's Super Bowl commercial demonstrated.
As opposed to the negative news of contraction by Radio Shack, Anheuser-Busch Inbev was savvy enough to follow up the success of its Super Bowl commercial with bullish news of expansion, namely the purchase of Blue Point Brewing Co., a craft beer maker based on Long Island. Super Bowl commercials are not going to move the stock price of a company with a market capitalization of nearly $155 billion like Anheuser-Busch Inbev, but it did polish the image of the company even more. That is always important when there are foreign owners of an American icon.
Another icon in the U.S., SoupMan (SOUP), could also be a big winner for the long term from the Super Bowl.
Remarkably enough, SoupMan did not even buy a commercial. But, as the company of the soup from the "Soup Nazi" episode of Seinfeld, it was selected to participate in Super Bowl events as a New York City icon. About this honor, Lloyd Sugarman, the Chief Executive Officer of SoupMan observed that, "The NFL could invite any soup in the world to the Super Bowl. So when they asked us to serve up over 2,000 cups of our Famous Lobster Bisque at Super Bowl XLVIII, we couldn't be more thrilled," he said.
"We're honored to be part of this historic Super Bowl, the first played outdoors in SOUP weather. It's a great time for New York City and we hope our Famous Soups add a little spice to the events and warm-up the great football fans! We expect to have 50 Soup Mobiles on the road in 2014 as the food truck business is growing and we are the first national brand to offer the truck platform."
Truth be told, anyone holding a short position on Radio Shack, no matter what the time frame, is probably going to be a big winner as the company appears doomed. For the long term, even though everyone loves (or should) puppies and Clydesdales, the Super Bowl commercials will do little for Anheuser-Busch Inbev. But the upside for SoupMan over the long term is tempting, especially with the increase in the number of Soup Mobiles hitting the road.