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Under Armour data shows Super Bowl win -- on fan snack consumption

If you don't have chicken wings, then it's not really a football party. These need to marinate overnight, so you can get all the prep work out of the way. Fry them off shortly before guests arrive.
If you don't have chicken wings, then it's not really a football party. These need to marinate overnight, so you can get all the prep work out of the way. Fry them off shortly before guests arrive. (Allen J. Schaben / Los Angeles Times)

Statistics released by Under Armour this week show New England edging out Atlanta in Sunday's Super Bowl -- in terms of fan consumption of chicken wings, beer and tortilla chips.

The data from MyFitnessPal, a health and fitness tracking app owned by the Baltimore-based brand, shows how much more snacking users in each region do on game days versus regular Sundays.

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Here are the results. New England fans ate 80 percent more wings on days the Patriots play, outpacing Atlanta's 33 percent lift. Patriots fans also drank more beer, 37 percent compared with 23 percent more for Falcons fans, and ate more chips, with a 31 percent jump compared to a 12 percent chip increase in Atlanta. Atlanta won on pizza, but not by much.

"The results...may not predict Sunday’s big winner, but it definitely crowns one team’s fans as Super Snackers," says a MyFitnessPal blog post showing results.

The figures, which show an average of all dates each team played this season, were logged by app users trying to track what they eat as they work toward fitness goals.

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Pizza and wing carry-outs likely are paying attention -- but so is Under Armour.

Kevin Plank, the sports apparel and footwear maker's CEO and founder, spoke earlier this week about the importance of such data coming out of Connected Fitness, the brand's collection of tracking apps used by 200 million registered users.

Plank, speaking to analysts after the company released disappointing sales and earnings for the fourth quarter, said he tells new entrepreneurs that the key to any business is focus.

For Under Armour, he said, that means "Don't forget to sell shirts and shoes."

The millions of Connected Fitness users tell the company how much people exercise and what they ate.

"Giving us data that will help us learn more about them to ultimately help us sell more shirts and shoes is something important," Plank said.

"The reason that we got into Connected Fitness to begin with...was to help us sell more shirts and shoes," he said. "We still believe in that vision. We  still continue to see it coming through."

lorraine.mirabella@baltsun.com

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