Sports

Hot Takes and Walking Ads Fuel Super Bowl’s Radio Row

Chad Johnson said that the winning coach in the Super Bowl would be showered with red Gatorade. He predicted that wide receiver Kadarius Toney, who has not played in the Kansas City Chiefs’ three playoff games, would score the first touchdown.

And midway through his segment of a digital show inside a Las Vegas hotel convention center, Johnson, who is known by many as Ochocinco, proclaimed that if the Chiefs lost to the San Francisco 49ers on Sunday, he would divorce his wife and forgo sex for the rest of the year.

“That’s a lot you’re putting on this,” said Michael Bolling, a host for the sports website Bleacher Report.

“That’s how confident I am,” replied Johnson, who was appearing as a guest.

During his 11 N.F.L. seasons, primarily with the Cincinnati Bengals, Johnson was one of the league’s most boisterous personalities, remembered for his creative touchdown celebrations and adopting the name Ochocinco, after his No. 85 jersey. That is a particularly valuable commodity on Radio Row, the primary vessel for companies to hawk their wares at one of the largest entertainment events of the year.

More than 100 radio personalities, broadcast companies and other outlets host segments, mostly with current or retired N.F.L. players who are paid by brands to promote products in the week leading up to the game.

“You have everyone here — it’s one center location,” said Doug Sanders, Johnson’s marketing agent for the past seven years. “Everyone’s here around this game and excited for it, but also excited for the players, and you’reable to capitalize and gain visibility for whatever they’re trying to promote.”

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