Recently, Sullivan took his pitchman abilities to a different field by teaming up with the Tampa Bay Lightning for a special ticket offer called the "Sully Hat Trick Packs", where fans can buy three tickets and get a fourth free with prices starting at $79.
The idea came to fruition by chance when Lightning CEO Tod Leiweke bumped into Sullivan and asked how the two can work together on a promotion. The NHL lockout had just ended and the team was looking for a creative way to sell tickets. After a few weeks of sleeping on it and meetings with the Lightning's marketing team, the idea for an infomercial was born.A video or other embedded content has been hidden. Click here to view it.
An avid hockey fan, Sullivan says it was "love at first sight" after he attended his first game at Joe Louis Arena in the early 1990s. After moving to the Tampa area a few years later, he began rooting for the Lightning and was even in attendance for Game 7 of the 2004 Stanley Cup Final to witness the franchise win their first championship.
An out of the box idea needed an unorthodox way for Sullivan to pitch it.
It was the first time he'd ever worked together with a professional sports team. Pulling off the spot, which will begin airing on Saturday, required Sullivan to put on ice skates for the first time. "Me being on the ice was pretty terrifying," said Sullivan by phone on Friday. After about ten minutes of warming up, he was joined on the ice by Steven Stamkos, Teddy Purcell and Ryan Malone.
“It was the most fun I’ve ever had making a commercial,” said Sullivan. “There’s a few times in your life when you just pinch yourself, thinking how many people get to skate on the ice with three great players, and Stamkos is arguably one of the greatest players in the NHL right now.”
So what would the famous pitchman pitch to his new hockey friends? “OxiClean," said Sullivan. "Get rid of the blood. Get rid of the odors from the stinky hockey gear -- which I never met more stink in my life; and get rid of the ketchup stains from the fans from the hot dogs.”
After spending an hour with the Lightning trio, Sullivan was pleasantly surprised with how the shoot went.
"They should probably stick to hockey, but I was pretty impressed with their acting skills," said Sullivan.
“If their NHL careers don’t pan out they can always come over to my office and I’ll get them in the game.”
Follow Sean Leahy on Twitter @Sean_Leahy