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Super Bowl XLV is providing some small businesses the opportunity of a lifetime thanks to the NFL’s Emerging Business Program reports the Dallas Business Journal.

And while those businesses say obtaining Super Bowl-related work has been fair and straightforward, some businesses from Super Bowls past say the program is oversold and hard to navigate.

Bob Lilly Professional Promotions, Gifted by Dezyn and Regali Inc. are three businesses that already have secured work.

Bob Lilly Professional Promotions will provide uniforms for volunteers. Gifted by Dezyn will handle promotional activities for the 12th Annual Super Bowl Gospel Celebration, and has secured a temporary license to produce Super Bowl logo leather goods. Regali Inc. is contracted to provide marketing database technology and also has received a temporary license to produce custom merchandise.

Neither Debra Mars, founder of Gifted by Dezyn, nor Renee Dutia, owner of Regali, could calculate what their contracts ultimately will amount to, but Bob Lilly Jr., co-owner of Bob Lilly Professional Promotions with his wife, Julie Lilly, said their contract is for $250,000.

“That is a good piece of business for us,” Lilly said. “That’s a couple percentage points of our annual business.”

Photo by Jayel Aheram

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Originally posted by Angela Shupe on September 20, 2010 in Ideas.

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